Virtual Booth

The growing influence of sensory branding has transformed how young consumers interact with products. This study answers three key questions: (1) how do Malaysian adolescents aged 13-17 perceive and emotionally respond to multisensory marketing strategies? (2) which sensory element most effectively evoke emotional responses that influence adolescents’ purchasing intentions? and (3) what marketing strategy is considered ethical and culturally appropriate to Malaysian youths but are still effective? While existing marketing literature often focuses on single-sense advertising or digital engagement, previous research primarily relied on quantitative surveys and thus has been unable to distinguish deep emotional responses from simple visual brand recognition. The researcher uses a qualitative approach, employing five semi-structured interview questions and content analysis to perceive the influence of sensory stimuli. The data was drawn from a total of six informants within the age range from diverse backgrounds. Contrary to what has often been assumed, the findings revealed that the main combination of auditory and tactile senses most effectively evokes emotional responses leading to higher purchase probabilities. Specifically, quality and comfort of product material, paired with lively music were associated with user satisfaction, extended engagement time, and increased purchase intent. The results also indicate that the familiarity of a brand is rooted in a desire for a spacious, vintage-throwback environment, highlighting which sensory experiences build consumer connection. This research offers guidance and ends with evidence-based recommendations for ethical and culturally relevant sensory marketing strategies tailored to Malaysian adolescents, based on their perceptual and emotional reponses.