Özet:

Although human senses are very important in our lives, they have not been noticed for many years. With increased competition in the globalized world, companies need to add a variety of characters to their products and services through senses to get rid of the effects of thousands of messages bombing and to get more space in the minds of consumers.The research has shown that the way to the heart of consumers passes through senses and emotions. It should not be forgotten that every feeling corresponds to a particular feeling in human life. These various emotions positively affect consumers in purchasing decisions. The important phenomenon of emotional marketing is to create strong emotions and feelings in the minds of consumers with the help of five senses. Perceptions help us to understand the world, with the help of senses. We have no chance to perceive events and events without sensations. Our feelings, our feelings, and our behaviors are directed in our feelings. The effects of emotional marketing are seen from white items to food and even in the service sector. Emotional marketing is the effective use of vision, smell, taste, hearing and touching senses, all or several of them in consumer purchasing decisions. This study tries to explain the impact of sensory stimulants on consumption behavior perception and the importance of sensory marketing.

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