감각마케팅에 대한 최근 연구의 종합적 고찰: 오감(五感)에서 동적감각 및 다(多)감각까지

Sensory marketing is a marketing strategy that stimulates consumers' senses and influences their perception, judgment, and behavior. This has been of interest to both academics and practitioners for quite some time, and the recent use of sensory stimuli has attracted more attention as the interactivity of marketing communications and the importance of personal experience grows in importance. In this paper, the characteristics and the trends of the sensory marketing research conducted within the last 5 ~ 10 years are reviewed. First, we review the recent trends in the development of research using the Five senses (sight, hearing, smell, taste, and touch sensation). We then review recent research on motor sense, which has not been particularly discussed in the existing review articles, but which is increasing in importance in recent years. Finally, this paper reviews the multi-sensory studies approaching the complex influence of multiple sensory stimuli. In particular, we divide the multisensory studies into four groups: 1. Coincidence of meaning between sensory stimuli, 2. Sensory associations, 3. Sensory interactions, and 4. Sensory dominance. Finally, by suggesting future sensory marketing research, this study aims to contribute to the understanding of the latest sensory marketing research flow and to contribute to research in related fields.