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Sensory Branding and Overload Study by Kasturi Rane is a document available to read on EtoBox.
What is Sensory Branding and Overload Study about?
The study investigates the impact of sensory branding on customer experiences in malls, revealing that the addition of a third sensory element can lead to sensory overload, decreasing product attractiveness. A survey of 100 mall visitors indicated that while sensory branding can enhance customer engagement, excessive sensory cues may overwhelm consumers. The findings suggest that a limited use of sensory elements is more effective in attracting customers without causing aversiveness.
- Author
- Kasturi Rane
- Language
- EN