ABSTRACT
This chapter analyzes and discusses the interaction between two or more senses for the individual's perception and sensory experience of goods and services. It highlights the scientific notions about the importance of the multi-sensory interactions. The chapter presents various types of multi-sensory interactions and shows how these contribute to creating a multi-sensory brand-experience for individuals. It describes the factors that are attributed to the multi-sensory experiences such as phenomenon, service environment, and brand. In the research on sensory marketing, a number of studies have recently examined in detail the importance of multi-sensory interaction of different sensory experiences. The researchers were interested in testing whether tactile information predominates over visual information as well as if multi-sensory tactile and visual information increases attitudes and purchase intentions compared with single sensory information. Finally, the chapter examines how multi-sensory brand-experiences can be created and be expressed in different buying and consumption processes.
