Have you ever been tempted by the smell of a bakery? Drawn in by the color of the walls of a restaurant? Or wondered why certain music is being played in a store?
It's called "sensory marketing," a field that USF Associate Professor of Marketing Dipayan Biswas knows a lot about.
“Anything that appeals to our senses are more impactful in sort of influencing our behavior, our choices, and often, it happens at a very subconscious level, so we are not even aware of that,” according to Biswas, the author of a dozen articles and over fifty studies on sensory marketing.