FUNDAMENTACIÓN TEÓRICA SOBRE EL MARKETING SENSORIAL

Abstract

The objective of this paper is to make a theoretical compilation of sensorial marketing where the cognitive behaviors and emotions of the consumer respond to the stimuli created by the companies. A methodology of this type of marketing was carried out and the dimensions from the perspective of several authors. In this way, it was concluded that sensory marketing is a process of experiences related to sensations and emotions where the consumer responds to stimuli, rather than reason. Therefore, this topic is important for each company that seeks to optimize strategies focused on the client.