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Multisensory stimulation is integral to experiential consumption. However, a gap persists between recognition of the importance of multisensory stimulation and the research techniques used to study the effects of such stimulation on consumption experiences. This article draws on sensory anthropology to narrow the gap.

Sensory anthropology has the potential to help consumer researchers understand multisensory stimulation and its effect on consumption experiences. To highlight this potential, ethnographic fieldwork is reported for two related experiential settings: yacht racing and adventure racing.

It is shown how consumer researchers can apply concepts and data collection techniques from sensory anthropology to derive powerful insights into consumption experiences. A set of guidelines and examples is derived from the embodied concepts associated with sensory anthropology, namely, kinaesthetic schema, bodily mimesis, the mindful body and local biology. These concepts are used to comprehend how consumers experience sensations phenomenologically, understand them culturally and re-enact them socially.

By acknowledging and engaging the senses, researchers can acquire embodied information that would not be evident from the conventional interview, survey or experimental data. Sensory anthropology adds to what is known from psychological, social and cultural sources to enable organisations to differentiate their offerings by means of the senses and sensory expressions, not only in yacht and adventure racing but potentially in many other experiential settings, such as travel, shopping, entertainment and immersive gaming.

This article offers distinct and original methodological insights for consumer researchers by focusing on concepts and data collection techniques that assist the study of experiential consumption from an embodied and corporeal perspective.

The purpose of this paper is to reconsider the role of the body in information in serious leisure by reviewing existing work in information behaviour that theorises the role of the body, and by drawing selectively on literature from beyond information studies to extend our understanding.

After finding a lack of attention to the body in most influential works on information behaviour, the paper identifies a number of important authors who do offer theorisations. It then explores what can be learnt by examining studies of embodied information in the hobbies of running, music and the liberal arts, published outside the discipline.

Auto-ethnographic studies influenced by phenomenology show that embodied information is central to the hobby of running, both through the diverse sensory information the runner uses and through the dissemination of information by the body as a sign. Studies of music drawing on the theory of embodied cognition, similarly suggest that it is a key part of amateur music information behaviour. Even when considering the liberal arts hobby, the core activity, reading, has been shown to be in significant ways embodied. The examples reveal how it is not only in more obviously embodied leisure activities such as sports, in which the body must be considered.

Embodied information refers to how the authors receive information from the senses and the way the body is a sign that can be read by others. To fully understand this, more empirical and theoretical work is needed to reconcile insights from practice theory, phenomenology, embodied cognition and sensory studies.

The paper demonstrates how and why the body has been neglected in information behaviour research, reviews current work and identifies perspectives from other disciplines that can begin to fill the gap.

The purpose of this paper is to systematically review the concepts and theories underlying customer service experience (CSE) and its underlying five dimensions (physical, social, cognitive, affective and sensorial). In this research, the contribution of the sensorial dimension to CSE research is emphasized. Senses are especially important in forming perceptions within servicescapes that are typically rich in sensory stimuli.

This study systematically identifies 258 articles published between 1994 and 2018 in services and marketing journals. The analysis uses a text mining approach with the Leximancer software to extract research concepts and their relationships.

The results demonstrate a shift from CSE research focused on brands and products toward value and interaction, around three focal areas: service system architecture, with its value creation processes; servicescape, with an increasingly digital interaction interface and outcome measures, with a stronger focus on emotional and relational metrics. In CSE research, the physical, social and cognitive dimensions are mostly researched in the focal areas of servicescape and outcome measures. Although important in practice, the sensorial dimension is the least investigated CSE dimension in service marketing research. Text mining insights demonstrate rich opportunities for sensorial research, particularly in studies on servicescape.

The synthesis will inform managers and service providers which elements of CSE are most relevant to customers when forming perceptions. These insights help service providers to control, manage and design (multi)-sensory stimuli that influence how customers will make sense of the servicescape.

This research is one of the first studies to examine the conceptual structure of CSE with a text mining approach that systematically analyzes a large set of articles, therein reducing the potential for researchers’ interpretative bias. The paper provides an assessment of the role of the largely neglected but crucial sensorial dimension, and offers future research suggestions into this emerging topic.

This paper explores the sensory experiences and cultural meanings of light in Japan in relation to Japanese changing lighting practices. It demonstrates that these sensory experiences and cultural meanings form an integral part of social life in Japan.

This paper adopts a blended approach that combines historical research and ethnographic data in the research on the meanings of light. The findings are presented in three parts. Two of them describe the social history of light, and the third draws on ethnographic data collected in suburban Japan.

The findings suggest that light in Japan has maintained a close symbolic connection with certain positive values despite the changing lighting practices. For example, light is related to cleanliness in early historical records on candle-making. In post-war Japan, new light metaphors such as “bright family” were invented to accommodate new aspirations for modernity and progress. In the latest development, the moral dimension of light is emphasised. This is evident in the concerns on being seen as a “bright person”, a person with a cheerful personality. Light in this way is related to the sensory experience of feeling a “social weight”, the pressure for one to act according to social norms.

This paper contributes to our anthropological understandings of light. It also provides a local case study of Japan, supported by original ethnographic research conducted by the author.

Healthcare service is a process that comprises a series of touchpoints underlying the key facets of service delivery, collectively shaping the users' (i.e. patients, hospital staff, and visitors) experiences. Departing from most sensory studies dedicated to understanding the retail environment and hedonic service, this study focuses on how sensory knowledge can contribute to understanding the sensory-based experiences of hospital users and their interactions with healthcare services at multiple touchpoints.

This study employs a multi-method approach comprising two studies involving semi-structured interviews and a qualitative online survey of past patients.

Drawing upon the user-centered theory, the authors (1) consulted healthcare experts on hospital service touchpoints and standards around medical protocol; (2) explored users' needs, experiences, expectations, and evaluations of healthcare services; and (3) identified the issues and challenges faced by healthcare service users at various service touchpoints. Based on these insights, the authors proposed sensory tactics across healthcare service touchpoints that promote the well-being of major hospital users.

The proposed sensory tactics require follow-up empirical evidence. Future research could adopt robust methodological designs on healthcare environmental interventions and progress with a transdisciplinary approach to advance this research area.

The authors' experience-based framework forms the basis of a valuable toolkit for healthcare service management.

This study advances services literature by integrating sense-based marketing knowledge with healthcare service research to understand the dynamic and interactive relationship between hospital users and the environment.

The purpose of this paper is to propose a new framework on sensorial place brand identity.

This conceptual paper draws from sensory marketing and brand identity theories to propose an integrative model to develop sensorial place brand identity.

By relying on a broad spectrum of the literature, the study supports the notion that sensorial place brand identity is a bottom-up approach to branding that involves several enactment stakeholders and key influences as co-creators in the process of delivering sensory place branding messages based on a strong and unique place brand identity. This leads to the presentation of a provisional framework linking sensorial place identity, experiencescapes and multisensory place brand image.

This novel approach to place brand identity follows a holistic approach by considering several enactment stakeholders and key influencers as co-creators in the process of branding a place through the senses.