Sensory imagery in advertising: How the senses affect perceived product design and consumer attitude

Research in sensory marketing provides evidence for the significant potential of sensory imagery to create sensory consumer experiences. Particularly in the context of food and beverage advertising, the targeted appeal of the senses through sensory imagery appears to be promising. However, research gaps remain concerning the concrete effect sizes of sensory appeals and possible mediators such as perceived product design. This paper aims to close...