Multisensoriality and consumer experience: a neuromarketing study

This study integrates sensorial marketing with a neuroscientific approach to investigate the influence ofsensory stimulation on consumer experience. Twenty-one subjects had to explore for a maximum of 15 minutes a cosmetic shop, well-known for fragrances and bright colors’ use. Depending on the sensorial channel they could use (olfaction, touch or hearing), the sample was divided in three conditions. Cortical (electroencephalography) and autonomic (biofeedback) measures were recorded during the exploration. Results suggested an unpleasant experience of shop areas where products were difficult to manipulate, reflected by increasing of Delta band activity in right frontopolar and frontal areas. A greater Skin Conductance Level was detected when participants could touch the products; the same subjects spent more time in areas with classic hand-creams instead of areas with less manipulable products, for which, as seen before, there was a greater frontal Delta band activity, connoting the unpleasant experience. Olfaction users spent less time in areas with packaged products, searching for cosmetics to smell. This study gave interesting highlights on the implicit channels use for enhance consumer preference.