Bertil Hulten

Halmstad University · Centre for Technology, Innovation and Marketing Management (CTIM2)

The purpose of this paper is to investigate how the introduction of auditory sensory cues through music genres affect shopper’s emotions and purchase behaviour in a retail grocery setting. In the field of retailing and sensory marketing research, there is a paucity of knowledge on how auditory sensory cues impact on shoppers’ behaviour. The empiric...

This paper explores the effects of multi-sensory congruent cues om shoppers’ emotions and purchase behavior in designing retail store atmosphere. Prior research suggests atmospheric stimuli to contribute to establish an appealing atmosphere and studies have confirmed that shoppers react to different stimuli. However, extant studies have not examine...

In the global consumption culture, the human senses are often proposed as useful concepts for rethinking branding in practice and theory. The aim of this paper is to demonstrate the usefulness of a sensory branding framework grounded on sensory stimuli, sensory perceptions and sensory symbolism. Moreover, the role of societal culture in developing...

What impact do olfactory congruent cues exert on consumer approach behavior at point-of- purchase in a retail setting? This research depicts actual consumer behavior in relation to the introduction of olfactory congruent cues, as store atmospherics, in a fashion store. In the retailing and sensory marketing research, there is a gap with respect to...

What is sensory marketing and why does it matter? This book offers a global view of the use of senses in marketing strategy based on consumers' perception and behavior. Integrating the company constraints and classical approaches of branding and communication, the author presents sensory marketing as an emergent marketing paradigm in theory and pr...

Purpose – The purpose of this paper is to examine how the introduction of auditory sensory cues, through a human voice, affect children’s and parent’s shopping behaviour in a retail grocery setting. In the field of retailing and sensory marketing research, there is a paucity of knowledge on how auditory sensory cues impact on consumers’ shopping be...

The author investigates how a Swedish grocery corporate chain integrates centralized and decentralized chain management functions and marketing activities in applying the ‘Customer Specific Marketing’ as a marketing tool. It will be examined with emphasis on its theoretical and managerial implications for relationship marketing in business-to-consu...

What impact do visual and auditory sensory cues as retailing innovations exert on shopper’s approach and touch behaviour at point-of-purchase in a grocery retail setting? The presented research depicts shopper’s behavioral response in relation to the influence of sensory cues for an appealing and attracting store atmosphere and design. The author p...

Purpose The presented research aims to depict shoppers' touching behaviour in relation to the introduction of visual and olfactory sensory cues at point‐of‐purchase in a retail setting. In the field of retailing research, there is a paucity of knowledge on how visual and olfactory sensory cues impact on consumers' touch behaviour. Design/methodolo...

This paper is entirely conceptual in nature and it developed through the context of discovery. The authors present a review of theoretically relevant work from marketing, branding and consumer psychology and demonstrate that in the literature, there is a gap with respect to how consumers perceive, as opposed to actually experience a brand as image...

Purpose The purpose of this paper is to present the multi‐sensory brand‐experience concept in relation to the human mind and senses. It also seeks to propose a sensory marketing (SM) model of the multi‐sensory brand‐experience hypothesis. Design/methodology/approach This paper applies exploratory and explanatory approaches to investigating the mul...

The book covers the ongoing shift from mass-marketing and micro-marketing to sensory marketing in terms of the increased individualization in the contemporary society. It shows the importance in reaching the individuals' five senses at a deeper level than traditional marketing theories do. © Bertil Hultén, Niklas Broweus & Marcus van Dijk, 2009. Al...

This chapter argues for the importance of scents for firms as well as individuals. A number of different sense expressions are presented through which a smell experience can be accomplished. In addition, the meaning of scents for employees’ environment and health is discussed. Finally, Hotel Park Hyatt Vendôme in France is presented as an example o...

This chapter presents the change forces of the third wave that affect marketing at the beginning of the twenty-first century. In particular, the importance of the modern and post-modern value systems in what is called the “binary society” is emphasized. Finally, the roles of aesthetics, emotions, and experiences in sensory marketing are discussed.

This chapter presents sensory marketing in practice and theory. A sensory marketing framework is discussed and compared with mass and relationship marketing. Five sensorial strategies are suggested that emphasize the human senses as the center of a firm’s sensory marketing. At the end of the chapter the importance of the human senses, the brand, an...

This chapter begins with a discussion of the taste sense and its more or less hidden role in marketing. It highlights different sense expressions to facilitate a taste experience and how tastes can be used in sensory marketing. Finally, the British retail chain Hotel Chocolat is presented as an example of the brand as taste experience.

This concluding chapter summarizes our ideas and thoughts about sensory marketing. Concepts such as the brand soul, sensors, sensations, and sense expressions are discussed within a sensory marketing framework. At the end of the chapter, best practice with regard to the supreme sensory experience is illustrated using the example of the U.S. grocery...

This chapter begins with a discussion of the importance of a firm’s “genetic code” in clarifying its identity as a brand. Then, different sense expressions in visualizing a brand and creating a sight experience are discussed. In this regard the meaning of the down-to-earth and virtual formation of the service landscape in a holistic perspective is...

This chapter discusses the importance of sound for individuals and organizations. It shows how different sense expressions can contribute to a sound experience. The role of celebrities and musicians as part of a holistic perspective on sound is also emphasized. Finally, Saab, part of the U.S. carmaker General Motors, is presented as an example of t...

This chapter discusses the importance of physical and psychological interaction between firms and individuals. Sense expressions that focus on a touch experience are described in detail. We also discuss the importance of accessibility and digital technology to interaction with a brand. Finally, the Volvo brand of the U.S. carmaker Ford is presented...

Few studies have emphasised a service firm's customer base for segmentation purposes in identifying weak or strong relationships in a consumer mass marketing context of services. The research contributes to an understanding of how high or low levels of trust and of commitment can be used to differentiate customers in terms of active, use the servic...

Tevens proefschrift Lund. Met lit.opg. en een samenvatting in het Engels.