More than 20 years of scientific production on sensory/experiential marketing scales and instruments

Abstract

Purpose – The growing interest in sensory and experiential marketing, along with extensive research in recent decades, highlights the need to summarize the existing literature. One of the least explored aspects is that, since experience is a complex construct to assess or measure, specific instruments must be developed to accurately capture it. Design/methodology/approach – A total of 60 relevant articles, published between 2001 and 2023, were collected from academic databases such as WOS and Scopus, among others, and analyzed. Findings – Our research concludes that sensory experiences are critical factors in understanding consumer decision-making. Originality/value – The analysis was conducted using bibliometric indicators, such as authorship and year of publication, as well as the dimensions and types of scales or measurement instruments used.