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sensory marketing

Dr. Dipayan Biswas by the "Steak Tippin'" food truck on the USF Tampa campus
Lisa Peakes / WUSF News

If you want to enjoy the food you're eating more, a sensory marketing expert from the University of South Florida suggests you have a seat.

Unless it's broccoli - then you might want to stand up.

Mark Schreiner / WUSF Public Media

If your New Year's resolution is cutting down on sweets and other foods that aren't good for you – you may want to follow your nose.

Mark Schreiner / WUSF Public Media

If you've ever dined out and wondered why you chose a cheeseburger over the salad, the choice may not have entirely been your own -- you might have been influenced by the music the restaurant was playing. 

That's one of the findings from a study by a University of South Florida researcher. 

Bentley University Observer

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.