Keywords
sensory marketing, consumer behavior, consumer research
Abstract
The exciting exploration on sensory marketing presented in this book is just the foundation upon which to build future research. There are myriad unexplored questions and innumerable directions in which to take this research. Our goal in this chapter is not to provide an exhaustive array of these future directions, but rather to stimulate the reader into exploring new ideas. We present possible future directions for each sense individually (vision, audition, smell, touch, taste), and conclude with ideas for future research addressing the interplay among multiple senses within consumer behavior.
Original Publication Citation
Elder, Ryan S., Nilufer Aydinoglu, Victor Barger, Cindy Caldara, Hae Eun Chun, Chan Jean Lee, Gina Mohr, & Antonios Stamatogiannakis (2009) “Future Research in Sensory Marketing” Sensory Marketing: Research on the Sensuality of Products, Routledge Academic: New York.
BYU ScholarsArchive Citation
Elder, Ryan S.; Aydinoglu, Nilufer Z.; Barger, Victor A.; Caldara, Cindy; Chun, Helen HaeEun; Lee, Chan Jean; Mohr, Gina; and Stamatogiannakis, Antonios, "A Sense of Things to Come: Future Research Directions in Sensory Marketing" (2009). Faculty Publications. 8442.
https://scholarsarchive.byu.edu/facpub/8442
Document Type
Peer-Reviewed Article
Publication Date
2009
Publisher
Routledge Academic: New York
Language
English
College
Marriott School of Business
Department
Marketing
Copyright Use Information
https://lib.byu.edu/about/copyright/