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I define “sensory marketing” as “marketing that engages the consumers' senses and affects their perception, judgment and behavior.” From a managerial perspective, sensory marketing can be used to create subconscious triggers that characterize consumer perceptions of abstract notions of the product (e.g., its sophistication or quality). Given the gamut of explicit marketing appeals made to consumers every day, subconscious triggers which appeal to the basic senses may be a more efficient way to engage consumers. Also, these sensory triggers may result in consumers' self-generation of (desirable) brand attributes, rather than those verbally provided by the advertiser. The understanding of these sensory triggers implies an understanding of sensation and perception as it applies to consumer behavior—this is the research perspective of sensory marketing. This review article presents an overview of research on sensory perception. The review also points out areas where little research has been done, so that each additional paper has a greater chance of making a bigger difference and sparking further research. It is quite apparent from the review that there still remains tremendous need for research within the domain of sensory marketing—research that can be very impactful.

Below a certain level, table salt (NaCl) is beneficial for animals , whereas excessive salt is harmful. However, it remains unclear how low-and high-salt taste perceptions are differentially encoded. We identified a salt-taste coding mechanism in Drosophila melanogaster. Flies use distinct types of gustatory receptor neurons (GRNs) to respond to different concentrations of salt. We demonstrated that a member of the newly discovered ionotropic glutamate receptor (IR) family, IR76b, functioned in the detection of low salt and was a Na⁺ channel. The loss of IR76b selectively impaired the attractive pathway, leaving salt-aversive GRNs unaffected. Consequently, low salt became aversive. Our work demonstrated that the opposing behavioral responses to low and high salt were determined largely by an elegant bimodal switch system operating in GRNs.

In two studies, we found that sharing an experience with another person, without communicating, amplifies one's experience. Both pleasant and unpleasant experiences were more intense when shared. In Study 1, participants tasted pleasant chocolate. They judged the chocolate to be more likeable and flavorful when they tasted it at the same time that another person did than when that other person was present but engaged in a different activity. Although these results were consistent with our hypothesis that shared experiences are amplified compared with unshared experiences, it could also be the case that shared experiences are more enjoyable in general. We designed Study 2 to distinguish between these two explanations. In this study, participants tasted unpleasantly bitter chocolate and judged it to be less likeable when they tasted it simultaneously with another person than when that other person was present but doing something else. These results support the amplification hypothesis.

The taste system is one of our fundamental senses, responsible for detecting and responding to sweet, bitter, umami, salty, and sour stimuli. In the tongue, the five basic tastes are mediated by separate classes of taste receptor cells each finely tuned to a single taste quality. We explored the logic of taste coding in the brain by examining how sweet, bitter, umami, and salty qualities are represented in the primary taste cortex of mice. We used in vivo two-photon calcium imaging to demonstrate topographic segregation in the functional architecture of the gustatory cortex. Each taste quality is represented in its own separate cortical field, revealing the existence of a gustotopic map in the brain. These results expose the basic logic for the central representation of taste.

Can sweet-tasting substances trigger kind, favorable judgments about other people? What about substances that are disgusting and bitter? Various studies have linked physical disgust to moral disgust, but despite the rich and sometimes striking findings these studies have yielded, no research has explored morality in conjunction with taste, which can vary greatly and may differentially affect cognition. The research reported here tested the effects of taste perception on moral judgments. After consuming a sweet beverage, a bitter beverage, or water, participants rated a variety of moral transgressions. Results showed that taste perception significantly affected moral judgments, such that physical disgust (induced via a bitter taste) elicited feelings of moral disgust. Further, this effect was more pronounced in participants with politically conservative views than in participants with politically liberal views. Taken together, these differential findings suggest that embodied gustatory experiences may affect moral processing more than previously thought.

•Sour taste facilitates recognition of disgusted faces, while sweet taste enhances detection of pleasant expressions.•Task-based fMRI reveals interaction effects in the primary visual cortex (V1) and activations in the medial cingulate and frontal regions.•Resting-state fMRI demonstrates lasting neural effects of sensory dissonance in cingulate cortex connectivity.•Introduces a dual fMRI paradigm to reveal both transient and sustained mechanisms of cross-modal emotion integration. This study investigates how taste influences emotional face recognition, focusing on the cross-modal interaction between gustatory and visual stimuli. While prior research has primarily examined how visual cues modulate taste perception, the reverse direction—how taste shapes visual processing in emotional contexts—remains underexplored. Using a combination of task-based functional MRI (task-fMRI) and resting-state fMRI (rs-fMRI), we examined the neural mechanisms by which taste modulates the perception of emotional faces. Behaviorally, sour tastes facilitated faster recognition of disgusted faces, while sweet tastes enhanced the detection of pleasant expressions. Neuroimaging results revealed that these emotionally congruent taste–face pairings elicited distinct activation patterns in the early visual cortex, including a significant interaction effect in the right calcarine gyrus (primary visual cortex, V1). Task-fMRI also showed modulation in the medial cingulate gyrus, fusiform gyrus, and superior frontal regions depending on emotional congruency. Resting-state fMRI revealed sustained alterations in intrinsic connectivity within the medial cingulate and paracingulate cortex following cross-modal dissonance, suggesting lasting neural effects beyond stimulus presentation. Together, these findings demonstrate the dynamic and enduring influence of taste on emotional face processing and offer novel insights into the neural basis of multisensory affective integration. By integrating task-based and resting-state fMRI, this study provides a comprehensive framework for understanding how affectively salient gustatory inputs shape social perception through both early perceptual and sustained neural mechanisms.

We propose that advertisement (ad) content for food products can affect taste perception by affecting sensory cognitions. Specifically, we show that multisensory ads result in higher taste perceptions than ads focusing on taste alone, with this result being mediated by the excess of positive over negative sensory thoughts. Since the ad effect is thoughts‐driven or cognitive, restricting cognitive resources (imposing cognitive load) attenuates the enhancing effect of the multiple‐sense ad. Our results are exhibited across three experiments and have many implications for cognition and sensory perception research within consumer behavior, as well as several practical implications.

Purpose The study aimed to determine the incidence and long-term evolution of COVID-related olfactory (OD) and gustatory (GD) dysfunction, the recovery timeline, and the association with other symptoms. The secondary objective was to identify the predictive clinical factors for the evolution of these symptoms. Methods A prospective case–control study was conducted from March 15 to October 15, 2020, in health workers with COVID-19 related symptoms in a tertiary care hospital. 320 patients were included after 6 months of follow-up: 195 in the case group and 125 in the control group. Olfactory dysfunction (OD), dysosmia, and gustatory dysfunction (GD) onset and recovery rate after 6 months follow-up are analyzed in both groups. Results There were 125 (64.1%) in case group patients with OD and 118 (60.5%) with GD. Total or partial recovery OD and GD was found in 89%, mainly in the first 2 months. In the control group, there were 14 (11.2%) patients with OD and 33 (26.4%) patients with GD, with 100% of total/partial recovery. Conclusion In both groups, OD and GD showed high-resolution rates during the first two months after the onset of symptoms. Nevertheless, 11% of the case group patients did not show any recovery, and the partial resolution was present in 30% of our patients, at the 6 months follow-up. We found a high correlation between OD and GD, both in the appearance of symptoms and in their recovery. Nasal obstruction and dyspnea have been identified as risk factors for the persistence of symptoms.

Sensory perception can modulate aging and physiology across taxa. We found that perception of female sexual pheromones through a specific gustatory receptor expressed in a subset of foreleg neurons in male fruit flies, Drosophila melanogaster, rapidly and reversibly decreases fat stores, reduces resistance to starvation, and limits life span. Neurons that express the reward-mediating neuropeptide F are also required for pheromone effects. High-throughput whole-genome RNA sequencing experiments revealed a set of molecular processes that were affected by the activity of the longevity circuit, thereby identifying new candidate cell-nonautonomous aging mechanisms. Mating reversed the effects of pheromone perception; therefore, life span may be modulated through the integrated action of sensory and reward circuits, and healthy aging may be compromised when the expectations defined by sensory perception are discordant with ensuing experience.

Carbonated beverages are commonly available and immensely popular, but little is known about the cellular and molecular mechanisms underlying the perception of carbonation in the mouth. In mammals, carbonation elicits both somatosensory and chemosensory responses, including activation of taste neurons. We have identified the cellular and molecular substrates for the taste of carbonation. By targeted genetic ablation and the silencing of synapses in defined populations of taste receptor cells, we demonstrated that the sour-sensing cells act as the taste sensors for carbonation, and showed that carbonic anhydrase 4, a glycosylphosphatidylinositol-anchored enzyme, functions as the principal CO₂ taste sensor. Together, these studies reveal the basis of the taste of carbonation as well as the contribution of taste cells in the orosensory response to CO₂.