Infographic: How the 5 Senses Drive Luxury Purchasing Habits

Touch is most important to buyers who splurge

Touch-oriented consumers are the No. 1 purchasers of luxury goods. Photo: Hero Images/Getty Images

It's no surprise that sensory experiences inform the way consumers purchase luxury goods. A new report from the Shullman Research Center dives into the nuances of sensory effects on purchases. "It's fascinating to me that 17 million adults ranked touch as their No. 1 sense and virtually half of these consumers—48 percent—reported that they bought a luxury in the past 12 months. Touch-oriented consumers are the No. 1 purchasers of luxuries," said Bob Shullman, head of Shullman Research Center. "This finding suggests to me that if a marketer is advertising a luxury that can be touched, the marketer should consider emphasizing the luxury's touchability qualities in the advertising."  

Infographic: Carlos Monteiro

This story first appeared in the Jan. 4 issue of Adweek magazine. Click here to subscribe.

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