Sensory neuromarketing: the impact of the senses on consumer behavior
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Introduction: Sensory neuromarketing integrates neuroscience and marketing principles to influence consumer behavior through sensory stimulation. In an overstimulated environment, this discipline aims to capture consumer attention and create emotional connections that drive purchasing decisions. Methodology: A qualitative systematic literature review was conducted, applying inclusion and exclusion criteria to select relevant studies on sensory neuromarketing’s impact. Results: A total of 22 studies were analyzed, showing that multisensory strategies are more effective in physical environments, while digital marketing predominantly relies on single-sense stimulation. Discussion: Several technical barriers, such as the complexity of integrating multiple stimuli, and psychological barriers, including sensory habituation, may reduce the effectiveness of sensory marketing strategies. Conclusions: While sensory neuromarketing presents an innovative and effective approach, its implementation must be adapted to specific contexts to maximize its impact.
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