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Welcome to this presentation,
"Sensory Cues and Shoppers' Touching Behaviour-
The Case of IKEA".
My name is Professor Bertil Hulten,
from the Marketing Department at the School of Business and
Economics at Linnaeus University in Sweden.
I will guide you through this presentation by giving you
both theoretical and practical examples of the study I have conducted.
My research focus is on sensory marketing and branding,
especially on multi-sensory brand experiences in retailing.
I published articles, books, and research papers,
and some of the articles appear in journal slide,
European Business Review and in National Journal of Retail and Distribution Management.
The book, "Sensory Marketing" by Hulten et al., was published by Palgrave Macmillan,
and has been translated into several languages.
Sensory marketing and sensory branding
takes its point of departure in the human mind and senses,
where mental flows, processes and psychological reactions take place,
and result in a multi-sensory brand experience.
Sensory marketing has a main focus upon experiential logic,
mind and senses, in order to develop and establish
sensorial strategies among consumers and shoppers.
The assumption made in this research is that,
as a lifestyle individualization expresses the
culture cycles of society through three personal driving forces.
The first one, image building,
is linked to the consumption of brands and experiences which give
individuals an opportunity to create their own unique identity and image.
The second one, self-fulfillment,
is linked to quality of life and welfare in terms of changing consumption patterns.
The third one, sensory experience,
is linked to an individual striving for identity and
image as well as for self-fulfillment.
In this regard, individualization is dependent on cognitive,
emotional, and value-based elements,
which explained by most individuals,
should be seen as active,
participative, and creative actors in brand building.