Case Notes/Answers
Note on Sensory Marketing Shaping Consumer
Perception and Behavior, By Aradhna Krishna
Discussion Questions:
1. How do our senses affect which products we like and which ones we don’t like?
2. How can products be made more sensorially engaging?
3. What are some successful examples of sensory marketing?
4. What should managers consider when devising their sensory marketing strategies for their
product/service offers?
, conceptual note W01T76
March 1, 2019
Aradhna Krishna
Note on Sensory Marketing: Shaping Consumer
Perception and Behavior—Teaching Note
This teaching note accompanies Professor Aradhna Krishna’s conceptual note on sensory marketing,
which focuses on defning sensory marketing, its theoretical foundations, and how it can be used. The
conceptual note can be used on its own and in conjunction with the case “Uncharted Waters at Ventoso
Ship Supply: A Sensory Marketing Dilemma A, B, and C.”i
Learning Objectives
1. Examine the importance and the foundation of sensory marketing.
2. Explain how sensory marketing works to cut through the “advertising clutter” of thousands of
products.
3. Identify various examples of sensory marketing and show how they can work to achieve different
marketing objectives – increase attachment to the product, enhance memory, increase perceived
product effcacy, increase purchase intention, change perceptions, etc.
4. Analyze the scientifc basis for various sensory marketing effects.
Pedagogy
This conceptual note can be used in core courses on marketing, consumer behavior, branding, and
advertising as well as in graduate courses related to marketing.
Assignment Questions
1. How do our senses affect which products we like and which ones we don’t like?
2. How can products be made more sensorially engaging?
3. What are some successful examples of sensory marketing?
4. What should managers consider when devising their sensory marketing strategies for their
product/service offers?
i Cian, Luca, Jenny Craddock, Aradhna Krishna, and Sara Cervai. “Uncharted Waters at Ventoso Ship Supply: A Sensory Marketing
Dilemma A, B, and C.” Darden Business Publishing, 9 July 2018, http://store.darden.virginia.edu/uncharted-waters-at-ventoso-ship-
supply-a-sensory-marketing-dilemma-a. Accessed 21 Jan. 2019.
Note on Sensory Marketing Shaping Consumer
Perception and Behavior, By Aradhna Krishna
Discussion Questions:
1. How do our senses affect which products we like and which ones we don’t like?
2. How can products be made more sensorially engaging?
3. What are some successful examples of sensory marketing?
4. What should managers consider when devising their sensory marketing strategies for their
product/service offers?
, conceptual note W01T76
March 1, 2019
Aradhna Krishna
Note on Sensory Marketing: Shaping Consumer
Perception and Behavior—Teaching Note
This teaching note accompanies Professor Aradhna Krishna’s conceptual note on sensory marketing,
which focuses on defning sensory marketing, its theoretical foundations, and how it can be used. The
conceptual note can be used on its own and in conjunction with the case “Uncharted Waters at Ventoso
Ship Supply: A Sensory Marketing Dilemma A, B, and C.”i
Learning Objectives
1. Examine the importance and the foundation of sensory marketing.
2. Explain how sensory marketing works to cut through the “advertising clutter” of thousands of
products.
3. Identify various examples of sensory marketing and show how they can work to achieve different
marketing objectives – increase attachment to the product, enhance memory, increase perceived
product effcacy, increase purchase intention, change perceptions, etc.
4. Analyze the scientifc basis for various sensory marketing effects.
Pedagogy
This conceptual note can be used in core courses on marketing, consumer behavior, branding, and
advertising as well as in graduate courses related to marketing.
Assignment Questions
1. How do our senses affect which products we like and which ones we don’t like?
2. How can products be made more sensorially engaging?
3. What are some successful examples of sensory marketing?
4. What should managers consider when devising their sensory marketing strategies for their
product/service offers?
i Cian, Luca, Jenny Craddock, Aradhna Krishna, and Sara Cervai. “Uncharted Waters at Ventoso Ship Supply: A Sensory Marketing
Dilemma A, B, and C.” Darden Business Publishing, 9 July 2018, http://store.darden.virginia.edu/uncharted-waters-at-ventoso-ship-
supply-a-sensory-marketing-dilemma-a. Accessed 21 Jan. 2019.
