Marketing sensorial: como estímulos sensoriais afetam a decisão de compra

Abstract

This study aims to analyze how sensory marketing, when applied in digital contexts, can influence purchasing decisions and strengthen the consumer experience, with special attention to inclusion and accessibility. The research is justified by its relevance to the field of Business Administration, since sensory strategies not only differentiate brands in competitive markets but also generate value through meaningful and inclusive xperiences, aligning innovation with social responsibility. The methodology is qualitative, exploratory, and descriptive in nature, using the ColorFeel project — developed by the Bruna Tavares brand in partnership with the Dorina Nowill Foundation — as a case study. Data collection was carried out through documentary and bibliographic research, with content analysis applied to systematize the information. The expected results indicate that sensory stimuli mediated by technology can compensate for the absence of physical senses, enhance perceived value, and contribute to customer loyalty, while promoting digital inclusion