A Sense of Things to Come: Future Research Directions in Sensory Marketing
Elder, Ryan S.; Aydinoglu, Nilufer Z.; Barger, Victor; Caldara, Cindy; Chun, Hae Eun; Lee, Chan Jean; Mohr, Gina S.; Stamatogiannakis, Antonios
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.
sensory marketing; consumer behavior; consumer research
Required Publisher Statement: © Routledge. Final version published as: Elder, R. S., Aydinoglu, N. Z., Barger, V., Caldara, C. Chun, H., Lee, C. J., Mohr, G. S., et al. (2010). A sense of things to come: Future research directions in sensory marketing. In Aradhna Krishna (Ed.), Sensory marketing: Research on sensuality of products (pp. 361-376). New York, NY: Routledge. Reprinted with permission. All rights reserved.