The “Race to Embrace the Senses” in Marketing: An Ethnographic Perspective

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Pier 1 Imports is a store that specializes in home decor, including wood and wicker furniture, draperies, and scented candles. On the cover of its Fall 2000 catalogue there is a picture of a tabletop fountain made of slabs of brown and grey speckled marble. Down the right edge of the cover is a series of coloured boxes. Each box is imprinted with the name of a different sense. At the top is feel (golden yellow), then smell (lawn green), hear (purple) taste (lust red), and finally see (burnt orange). The slogan reads: “Get in touch with your senses™”.

A full page advertisement for Westin Hotels & Resorts which appeared in 2007 features a bunch of lush green leaves spattered with dewdrops and the line: “White tea. The calming new scent of Westin.” There is a flap which releases the scent of white tea when opened. Just above the hotel logo is the slogan: “This is how it should feel.” The chain had recently introduced The Westin Heavenly Bed® with its “ten layers of pure comfort.”

When Apple launched the iPod touch in 2007 (or iTouch as it is also known), much emphasis was placed on the haptic interface of this combination...

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