How multisensory marketing can affect consciousness

Abstract

This chapter examines the complex relationship between multisensory marketing and consumer consciousness, emphasizing that multisensory experiences are more than mere combinations of sensory inputs. Drawing on contemporary theories of embodied cognition and multisensory integration, it argues that consumer awareness arises through the dynamic coordination of sensory modalities, which shapes perception, attention, and decision-making. While sensory marketing traditionally targets individual senses such as sight, sound, or touch, this chapter advocates for a broader understanding of the senses, including proprioception, interoception, and vestibular senses, to more fully capture how consumers experience products and environments. Multisensory marketing, by strategically orchestrating sensory cues, can enhance both automatic responses and reflective awareness, thereby fostering more conscious and mindful consumer decisions. However, the chapter also highlights challenges, such as sensory overload and ethical concerns related to manipulation and consumer autonomy. It calls for responsible sensory design that supports transparency, authenticity, and consumer well-being. Ultimately, multisensory marketing is framed as a powerful force that not only influences consumer behaviour but also participates in the formation of conscious, embodied consumer subjects. The chapter concludes by urging marketers to adopt multisensory strategies that cultivate coherent, ethically attuned consumer experiences and to recognize their responsibility in shaping consumer consciousness throughout the customer journey.