Sensory marketing at the point of sale: How do the senses influence our purchasing decisions?
In an increasingly competitive and digitalised commercial environment, physical stores face the constant challenge of offering differentiating experiences to their customers.
The research led by professors and researchers Dr. Joan-Francesc Fondevila-Gascón, Dr. Óscar Gutiérrez-Aragón, Dr. Gaspar Berbel-Giménez, and Aina Fàbrega-Hereu, published in the journal Vivat Academia (2026), analyzes in depth how sensory marketing affects consumer perception and purchasing decisions in Spain.
An article analyzing the influence of the senses on purchasing decisions
The study, based on a sample of 444 residents in Spain belonging to the following generations: Boomer Generation (1946–1964), Generation X (1965–1980), Generation Y (1981–1996), and Generation Z (1997–2012); provides key data to understand the true impact of visual, auditory, olfactory, gustatory, and tactile stimulation in commercial establishments.
Main conclusions
Through a combination of quantitative methodologies, the results show that among all analyzed stimuli, the sense of sight stands out indisputably as the most decisive factor both for attracting customers inside the store and for influencing their final purchasing decision.
The use of soft background music is the most highly valued auditory strategy, positively impacting store dwell time. Meanwhile, the presence of scent signatures (odeotypes) or subtle ambient fragrances fosters an emotional connection with the brand and reinforces store recall.
Although tastings and tactile samples are not the primary drivers that prompt a customer to walk through the door, once inside the venue, the opportunity to taste food or interact with products significantly increases conversion rates and overall shopping experience ratings.
The findings reveal significant differences across sociodemographic profiles: Women express a higher
overall perception of sensory stimuli and report a greater influence of visual, olfactory, and tactile
marketing on their purchases. Men, on the other hand, show greater receptivity toward auditory
marketing.
Younger generations (Generation Z and Generation Y) respond more intensely to visual, musical, and
tactile stimuli. In contrast, respondents from Generation X and Baby Boomers place higher importance on olfactory and gustatory experiences.
In summary
The authors conclude that while theoretical public knowledge of sensory marketing is moderate, the
practical application of these strategies yields a real and immediate impact on consumer behavior. A
coherent and integrated combination of sensory stimuli not only encourages store entry and extends dwell time, but also boosts satisfaction, promotes brand loyalty, and encourages word-of-mouth
recommendations.
Commitment to research
At EUM, we celebrate this new publication, which reinforces our faculty and research team’s commitment to applied research, innovation, and understanding the influence of the senses on purchasing decisions across different generations.
