On February 13, 2025, Silvia Xanco Grau defended her thesis titled “The Recreation of Experiences at the Point of Sale through Sensory Marketing” in the Sala de Grados (B1/021) of the Faculty of Political and Social Sciences.
The defense took place at 11:30 and was attended by a committee composed of Dr. Nela Filimon (University of Girona) as president, Dr. Luis Alberto Seguí (International University of La Rioja) as secretary, and Dr. Mario Arias Oliva (Complutense University of Madrid) as a member.
The thesis, supervised by María Pilar López Belbeze and Emilio Vizuete Luciano, addresses the evolution, impact, and applications of sensory marketing. This innovative approach uses multisensory stimulation (sight, hearing, smell, touch, and taste) to influence purchasing decisions and strengthen bonds with brands and organizations.
Silvia Xanco Grau explored how sensory marketing has evolved academically and expanded into areas such as neuromarketing and tourism marketing. Her research highlights how sensory stimuli influence consumers’ perceptions and emotions, improving satisfaction and increasing the propensity to buy, as observed in a study conducted in Barcelona. Additionally, she analyzed the practical implementation of these strategies in retail stores in the city, identifying three levels of adoption and their effects on loyalty and commercial results.
In such a dynamic market, sensory marketing is established as a strategic tool to capture the attention of increasingly demanding consumers, generate emotional impact, and strengthen relationships with brands and organizations.
