Review and Prospect of Sensory Marketing Research

This paper takes the practical exploration of the five senses in marketing under the general framework of sensory marketing as the main research content, and systematizes its theoretical connotation as well as the current research status. Sensory marketing is a new marketing paradigm that integrates the five human senses (touch, sight, hearing, smell and taste) into marketing design and then forms a new marketing paradigm. From domestic and international research perspectives, the applied research of the five sensory marketing is summarized respectively. It is found that although the existing results of sensory marketing have formed a systematic framework based on embodied cognition theory and the S-O-R model, there are gaps in cross-sensory interaction, integration of cutting-edge technologies, and negative effects.