Five Senses In Consumer Behaviour

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Introduction The five senses, these being taste, touch, sight, smell and hearing, all have meaning for consumers throughout the world. When relating the five senses to corporate activity and consumerism, studies are finding that consumers make certain consumption decisions based on some or all of these factors related to their engagement with various products. Therefore, many companies in the design and development process are incorporating aspects of the five senses in order to create more competitive and successful products in multiple industries and different markets. This study explores the impact of the five senses on design and product development and how each, or a combination of many factors, that influence design decision-making. The study explores several case studies, including the Dutch Hero brand, a prototyped model of an aesthetic intelligent lamp, the Mary Biscuit box from Alessi, Ocean Spray, the automotive industry, and even electronic toothbrush manufacturers to…show more content…
It is recognised that 75 percent of all emotions are directly created through smell, and smell maintains a direct influence on human feelings and hunger, a sensory aspect, which is instinctive. Hence, product designers should recognise that smell, as just one example of the influence of the five senses, rapidly impacts a consumer’s emotional state thereby impacting spending behaviours (Wilkie 1995). Even banks in the United Kingdom are recognised that they can improve consumer perceptions of their financial services brand by circulating various comforting or nostalgic smells throughout the bank’s interior to give consumers a more positive banking experience (Winter 2014; Air Aroma 2013). This has assisted in reducing frustration and anxiety from customers that are forced to wait in long queues during their service encounter with the

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