Sensory Marketing

Abstract

This special issue focuses on the latest findings and contributions of sensory marketing. In the past decade, the number of studies on sensory marketing has increased markedly. This work has included development of theoretical implications and practical implementations. However, a problem of reproducibility has been suggested in the field of psychology, which strongly influences sensory marketing research. Additionally, revelations of research misconduct by a few researchers have partly undermined the credibility of sensory marketing research. Therefore, in this special issue, we reconsider the value and contribution of sensory marketing by presenting leading work in this area. Each of the five invited peer-reviewed studies includes excellent academic findings and practical suggestions. As such, we believe that this issue will make an important contribution to progress in research on sensory marketing.