In Learning Objective Number one, we're going to focus on the idea that products and commercial messages often appeal to our senses. So when I say that to you, I guess that really is just common sense, right? The idea that we should appeal to all of our customers senses if possible, when we're communicating with them. But the reality is that sometimes we lose sight of that. And we tend to focus mostly on the visual channel and ignore the other senses. So this is perhaps a wake up call to think about some possibilities that you may be missing.

And we know that your messages are more effective when they appeal to several senses. So don't just think of it as an either or situation. To the extent that you can appeal to two or more senses. It's likely that your message is going to be more effective. For example, in one study, a group read ad copy for potato chips. And this copy only mentioned the taste.

Another group in the experiment read ad copy that emphasized as well the products smell and texture. In addition to its taste. I'll give you a guess which group one that is which message was more effective. As you might guess, the participants in the second group thought the chips would taste better than did those who read the ad message that only touched upon taste alone. So this highlights the importance of what we have come to call sensory marketing and a sensory marketing strategy. Essentially recognises the idea that to the extent that you can involve multiple senses in a message, or even in a store environment, you are going to be able to connect with your customer much better than if you rely just on one sense alone.

Appeal to multiple senses and form a bond with your customer. So let's look at some of the ways that we can use different senses in marketing campaigns. One of these is to think about scented products and scented stores. This is a tactic that is becoming increasingly popular, and it's popular for a reason. Research shows us that when a product is scented, consumers are more likely to remember other attributes about it after they encounter it. Another reason to think about sensor remarketing is to look at research on what we call context effects.

And this refers to the sensations that we experience that subtly influence how we think about products we encounter. And I emphasize the word subtle here. Because what we typically see is that customers are going to take into account lots of different, very, very subtle effects in the environment that appeal to their senses, even if they're not necessarily conscious of these effects. And those context effects are then going to come back and influence the way they think about products and stores. Here's a great example of a context effect. And this was done in a recent study that showed that when respondents evaluated products in a room that had a harshly tiled floor like the one you see in the picture here, as opposed to a carpeted floor, the product evaluations were more negative.

So this is this is a prime context effect the has nothing to do with the product itself. But the environment in which the person experiences the product, in turn has an impact on their evaluation of the product, even if they can't necessarily tell you after the fact that they gave a more negative evaluation, because they were standing on a tiled floor rather than a carpeted floor. So the takeaway here, don't rely solely on the visual channel. Wherever possible, take advantage of opportunities to incorporate all five senses to create your products and messages. Realistically, you may not be able to use all five but to the extent that you can focus on More than one you'll have a leg up.