How multisensory marketing can affect consciousness

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ID: 338419
2026
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Abstract
Abstract This chapter examines the complex relationship between multisensory marketing and consumer consciousness, emphasizing that multisensory experiences are more than mere combinations of sensory inputs. Drawing on contemporary theories of embodied cognition and multisensory integration, it argues that consumer awareness arises through the dynamic coordination of sensory modalities, which shapes perception, attention, and decision-making. While sensory marketing traditionally targets individual senses such as sight, sound, or touch, this chapter advocates for a broader understanding of the senses, including proprioception, interoception, and vestibular senses, to more fully capture how consumers experience products and environments. Multisensory marketing, by strategically orchestrating sensory cues, can enhance both automatic responses and reflective awareness, thereby fostering more conscious and mindful consumer decisions. However, the chapter also highlights challenges, such as sensory overload and ethical concerns related to manipulation and consumer autonomy. It calls for responsible sensory design that supports transparency, authenticity, and consumer well-being. Ultimately, multisensory marketing is framed as a powerful force that not only influences consumer behaviour but also participates in the formation of conscious, embodied consumer subjects. The chapter concludes by urging marketers to adopt multisensory strategies that cultivate coherent, ethically attuned consumer experiences and to recognize their responsibility in shaping consumer consciousness throughout the customer journey.
Reference Key
openalex_W7225106158 Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Olivia Petit, Carlos Velasco
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Journal Oxford University Press eBooks
Year 2026
DOI
10.1093/9780198909088.003.0005
URL
https://doi.org/10.1093/9780198909088.003.0005
Keywords Keywords not found

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