Creating a sensory experience : a study of how sensory stimuli affect employee percepption and behaviour

Abstract

Sensory marketing is an approach that uses sensory stimuli to influence consumers’ perceptions and behavior. The principles of sensory marketing can be applied in the field of human resources to understand the decision-making processes within organizations, namely the use of visual stimuli, such as colors, shapes, and images, which can influence employees’ perception of the organization and its culture. For instance, the use of bright colors in the workplace can create a vibrant and energetic environment, whereas muted colors can create a calm and serene atmosphere. The use of audio stimuli, such as music and sounds, can influence employees’ moods and productivity. For instance, playing upbeat music in the workplace can increase employees’ energy levels, while playing calming sounds can reduce stress levels. The use of scent can influence employees’ perception of the organization and its products or services. For instance, the use of pleasant scents in the workplace, such as lavender or peppermint, can creae a calming and relaxing atmosphere. The use of tactile stimuli, such as textures and surfaces, can influence employees’ perception of the organization and its products or services. For instance, the use of soft and comfortable seating can create a welcoming and inviting atmosphere. By applying the principles of sensory marketing in human resources, organizations can create an environment that supports their employees’ decision-making processes. A positive sensory experience can enhance employees’ mood and productivity, resulting in better decision-making and overall organizational success. Additionally, understanding how employees respond to sensory stimuli can help organizations tailor their communication and marketing efforts to effectively engage and motivate their workforce.