What influences consumers' purchasing decision?
In my 20 years of consumer insight research, I focused on brand/product emotionality and sensory perception. All studies conducted had one same common challenge: emotional (sensory) consistency!
Do we only perceive fragrances through our nose?
A recent study conducted by neuropsychologists at the Ruhr-University Bochum demonstrates that our brain preprocesses emotional visual information into our olfactory processing already before we smell an odor.
Your subconscious mind doesn't make the difference between reality and imagination!
This is why you start salivating just by the thought of a sweet juicy fruit or cry when watching a sad movie...
Involving your five senses increases your emotional connection with any experience.