Publicado

2018-10-01

Methodological proposal for the analysis and measurement of sensory marketing integrated to the consumer experience

Propuesta metodológica para el análisis y la medición del sensory marketing integrado a la experiencia del consumidor

DOI:

https://doi.org/10.15446/dyna.v85n207.71937

Palabras clave:

sensory marketing, consumer experiences, neuromarketing, consumer behavior, emotions (en)
marketing sensorial, experiencias del consumidor, neuromarketing, comportamiento del consumidor, emociones (es)

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Autores/as

Purpose - Through a literature review, evidence was found of the importance of sensory stimulation related to consumer experience processes, when analyzed together with variables of another nature.
Design / Methodology - Traditional market research techniques and neuromarketing tools were used. Regarding traditional research, the observation technique was used, through which the purchase behavior of facial cream consumers at the sales point was explored; and a quantitative phase, through online surveys to 495 women, with the purpose of identifying elements of interest related to the purchasing decision. We worked with FaceReader, EEG and Eye Tracking, to analyze the experiences of consumers with the product and its promotion.
Findings. The results present a model that incorporates the impact and attention, specific emotions and the rational argument of the consumer for the construction of a whole experience.
Propósito - Mediante una revisión de literatura, se encontró evidencia de la importancia de la estimulación de los sentidos relacionada con los procesos de experiencia del consumidor, al ser analizados junto con variables de otra naturaleza.
Diseño/Metodología – Se utilizaron técnicas tradicionales de investigación de mercados y herramientas del neuromarketing. Respecto a la investigación tradicional se usó la técnica de observación, por medio de la cual se exploró el comportamiento de compra de las consumidoras de cremas faciales en el punto de venta; y una fase cuantitativa, mediante encuestas on-line a 495 mujeres, con el propósito de identificar elementos de interés relacionados con la decisión de compra. Se trabajó con FaceReader, EEG y Eye Tracking, para analizar las experiencias de las consumidoras con el producto y su promoción.
Hallazgos. Los resultados presentan un modelo que incorpora el impacto y la atención, emociones específicas y la argumentación racional del consumidor para la construcción de una experiencia integral.

Referencias

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Cómo citar

IEEE

[1]
J. A. Rodas-Areiza y L. A. Montoya-Restrepo, «Methodological proposal for the analysis and measurement of sensory marketing integrated to the consumer experience», DYNA, vol. 85, n.º 207, pp. 54–59, oct. 2018.

ACM

[1]
Rodas-Areiza, J.A. y Montoya-Restrepo, L.A. 2018. Methodological proposal for the analysis and measurement of sensory marketing integrated to the consumer experience. DYNA. 85, 207 (oct. 2018), 54–59. DOI:https://doi.org/10.15446/dyna.v85n207.71937.

ACS

(1)
Rodas-Areiza, J. A.; Montoya-Restrepo, L. A. Methodological proposal for the analysis and measurement of sensory marketing integrated to the consumer experience. DYNA 2018, 85, 54-59.

APA

Rodas-Areiza, J. A. & Montoya-Restrepo, L. A. (2018). Methodological proposal for the analysis and measurement of sensory marketing integrated to the consumer experience. DYNA, 85(207), 54–59. https://doi.org/10.15446/dyna.v85n207.71937

ABNT

RODAS-AREIZA, J. A.; MONTOYA-RESTREPO, L. A. Methodological proposal for the analysis and measurement of sensory marketing integrated to the consumer experience. DYNA, [S. l.], v. 85, n. 207, p. 54–59, 2018. DOI: 10.15446/dyna.v85n207.71937. Disponível em: https://revistas.unal.edu.co/index.php/dyna/article/view/71937. Acesso em: 16 mar. 2026.

Chicago

Rodas-Areiza, Jairo Antonio, y Luz Alexandra Montoya-Restrepo. 2018. «Methodological proposal for the analysis and measurement of sensory marketing integrated to the consumer experience». DYNA 85 (207):54-59. https://doi.org/10.15446/dyna.v85n207.71937.

Harvard

Rodas-Areiza, J. A. y Montoya-Restrepo, L. A. (2018) «Methodological proposal for the analysis and measurement of sensory marketing integrated to the consumer experience», DYNA, 85(207), pp. 54–59. doi: 10.15446/dyna.v85n207.71937.

MLA

Rodas-Areiza, J. A., y L. A. Montoya-Restrepo. «Methodological proposal for the analysis and measurement of sensory marketing integrated to the consumer experience». DYNA, vol. 85, n.º 207, octubre de 2018, pp. 54-59, doi:10.15446/dyna.v85n207.71937.

Turabian

Rodas-Areiza, Jairo Antonio, y Luz Alexandra Montoya-Restrepo. «Methodological proposal for the analysis and measurement of sensory marketing integrated to the consumer experience». DYNA 85, no. 207 (octubre 1, 2018): 54–59. Accedido marzo 16, 2026. https://revistas.unal.edu.co/index.php/dyna/article/view/71937.

Vancouver

1.
Rodas-Areiza JA, Montoya-Restrepo LA. Methodological proposal for the analysis and measurement of sensory marketing integrated to the consumer experience. DYNA [Internet]. 1 de octubre de 2018 [citado 16 de marzo de 2026];85(207):54-9. Disponible en: https://revistas.unal.edu.co/index.php/dyna/article/view/71937

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CrossRef Cited-by

CrossRef citations11

1. Silvia Xancó-Grau, Emili Vizuete-Luciano, Fátima Vila-Márquez, José Maria Merigó-Lindahl. (2025). More than 20 years of scientific production on sensory/experiential marketing scales and instruments. British Food Journal, 127(13), p.625. https://doi.org/10.1108/BFJ-09-2024-0954.

2. Sabir Sadiq Abdulkhaliq, Amal Ahmad Shekh, Dalya Ali Sharif. (2023). The Impact of Sensory Marketing on Consumer Behavior in KFC Restaurants in Erbil City – Kurdistan Region of Iraq. International Journal of Applied Research in Business and Management, 4(3) https://doi.org/10.51137/ijarbm.2023.4.3.3.

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