Multisensory Marketing and Its Influence on Customer Experience

Abstract

In today’s hyper-competitive and experience-driven marketplace, firms increasingly recognize that customers do not respond to products and services solely on functional attributes but through rich sensory experiences. Multisensory marketing—an approach that strategically engages the five human senses of sight, sound, smell, taste, and touch—has emerged as a powerful mechanism for shaping customer perceptions, emotions, and brand relationships. This study examines the influence of multisensory marketing on customer experience, drawing upon sensory marketing theory, experiential consumption theory, and stimulus–organism–response (S-O-R) framework. A comprehensive conceptual model is proposed to explain how sensory stimuli influence cognitive, emotional, and behavioral outcomes such as satisfaction, engagement, loyalty, and purchase intention. The paper also discusses managerial implications for retail, hospitality, digital commerce, and brand design. The study makes a significant theoretical contribution by integrating multisensory cues into a unified customer experience framework.