Multisensory Consumer-Packaging Interaction (CPI): The Role of New Technologies

摘要: The recent development of various sensory-enabling technologies (SETs) has attracted the interest those marketers wishing to enhance online and in-store multisensory experiences that they offer customers. Such have also proven relevant delivery more engaging human-food interactions. However, date, little work been conducted on their potential role in interaction between consumers product packaging, a key element branding. In this chapter, we present an overview how latest SETs can be (and some cases already are being) incorporated into packaging different products order deliver novel experiences. We predict these will increasingly come scope as marketing communication tool. They might, for instance, used project people consumption experiences, promote brand engagement, well improve evaluation, by means of, say, augmented reality applications. become important consumer experience. may even able perceived sensory properties products, help personalization, and/or regulating our eating behaviour.