Chapter 4: Imputing Emotions to Foods

This chapter deals with the effects of sensory marketing on buying food products, and introduces a new paradigm of ‘imputed emotions’ to the experiences involved in the purchase process, i.e., ‘buying’. Emerging application of human sensory science, namely sensory marketing, as a technique by which knowledge of sensory impressions, i.e., knowledge of sensory experiences, can help sell products and services is presented. Research suggest that shoppers are continually feeling a range of different emotions when they connect with brands. Feelings may be the most effective way to make sure that customers feel positive. The strategy of sensory marketing may be one of the smartest ways for any company to trigger emotion instantly in their audience, and maintain long-term engagement.