MANIPULATIONS IN MARKETING: HOW BRANDS USE OUR SENSES TO BOOST SALES

Abstract

The article is devoted to the mechanisms of neuromarketing and their influence on consumer behavior. It examines how brands utilize unconscious human reactions to color, sound, scent, and tactile sensations to boost sales and create emotional attachment to a product. Examples of various color schemes in logos and branding are provided, demonstrating the impact of color on perception and trust in a company. The role of music in retail spaces is also analyzed, highlighting its effect on decision-making speed and the emotional state of customers. Special attention is given to the significance of scents and their ability to form lasting associations, reinforcing brand recognition. The importance of tactile sensations, including packaging and product design, is emphasized as they enhance the consumer experience. The article thoroughly explores the strategies of leading companies that employ neuromarketing techniques to attract customers. The concept of sensory marketing and its role in shaping positive consumer emotions is revealed. It is noted that successful brands create a multi-layered experience of product interaction, which influences customer loyalty. Additionally, the article discusses how companies adapt their marketing strategies based on industry specifics and target audiences. The study provides valuable insights for marketing professionals, entrepreneurs, and anyone seeking a deeper understanding of how brands influence consumer behavior.