Tuesday, April 3, 2007

Sensory expects

Sensory expects first relate to the pleasure, or rather the pleasures, of consumption itself, to the satisfaction of getting what one wants. They also express pleasure of the senses driven from the use products purchased. Finally, the pleasure can relate to pleasant memories associated to a product or a brand.

Advertising in general suggests the satisfaction obtained merely from consumption itself; the increasingly frequent use of sensual, even of sexual, images, texts or scenarios, to sell anything and everything, reinforces this aspect. Regarding sensual bliss, one can think of the gustatory pleasure associated with food, the tactile pleasure linked with the feel of a silky fabric, the pleasant sensation of cleanliness experienced using such a body soap, the olfactory pleasure triggered by perfume, etc. To understand the pleasure involving memories, merely think about vacationers or tourists: having returned home, they seek to prolong pleasant memories of their trip by consuming products either imported from the country they visited or whose symbolism evokes their journey.

Hedonism is often used to sell tourist products; in fact, a chain of super vacation resorts chose the name Hedonism II. In 2005, its web site featured devotion to pleasure, particularly pleasure of the senses, «a non-stop flat out party», «an active vacation for the mind, body, spirit and soul». In 2007, the chain created the «Hedonistic Delights» product line, «amenities & services to suit all your guilty pleasures».

Does the search for sensory pleasures influence your purchase decisions?

Does the search for pleasure drive you to consume more?

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