Sensory information is mainly linked to the consumer's perception of products and services (Krishna, 2010). Since individuals react instinctively and unconsciously to sensory stimuli as opposed to learned stimuli such as a brand name or logo, marketers have attempted to use consumers' sensory perception to integrate sensory "signatures" creating unique identities for brands such as Aroma of Singapore Airlines. . Understanding the role of sensory perception in the evaluation of products and services and its application in marketing is therefore becoming more and more relevant. Academic research in sensory marketing has proliferated considerably in recent years. Sensory marketing is broadly defined as the process of engaging consumers' senses to influence their emotions, perceptions, choices, preferences and consumption (Krishna, 2010). Existing research in sensory marketing suggests that sensory aspects of a product such as appearance, smell, touch, sound, and taste influence consumers' evaluation of the product (Alpert, Alpert, & Maltz, 2005 ; Bone and Jantrania, 1992; Nowlis and Shiv, 2003; impulse purchases, longer time spent in store, more money spent and greater store traffic). Much of the research in sensory marketing has focused on studying the effect of individual sensory stimuli on the evaluation of a product. For example, Peck and Childers (2003, 2006) argue that tactile elements affect consumer judgment, attitude, and impulsive buying behavior. In another study by Morrin and Ratneshwar (2000), it was found that ambient scent increases consumer stimulation...... middle of paper ......03). Cruesen & Schoormans (2005) indicated that aesthetic value is important and suggests that some people prefer aesthetic value over the functional utilities of a product in their product choice. Similarly, Veryzer Jr (1993) examined the influence of product aesthetic aspects such as unity and proportion on product evaluation and choice. The results of the study showed that product aesthetics had a significant impact on consumers' purchasing decisions in the three product classes of microwave oven, sunscreen lotion and home appliance. natural. This indicates that aesthetic value is relevant in consumer choice across a range of product categories. In a study exploring the role of aesthetics in clothing evaluation, de Klerk & Lubbe (2004) proposed that the aesthetic qualities of a product have a direct impact on consumer satisfaction with the product..