{"id":505,"date":"2013-01-10T08:17:43","date_gmt":"2013-01-10T07:17:43","guid":{"rendered":"https:\/\/www.natarom.com\/marketing-sensoriel\/?p=505"},"modified":"2022-05-31T15:43:20","modified_gmt":"2022-05-31T13:43:20","slug":"odeur-et-olfactif-imaginaire-et-levocation-litteraire","status":"publish","type":"post","link":"https:\/\/www.natarom.com\/en\/odeur-et-olfactif-imaginaire-et-levocation-litteraire\/","title":{"rendered":"Odeur et olfactif : imaginaire et l&#8217;\u00e9vocation litt\u00e9raire"},"content":{"rendered":"<h3><strong>Ecrire avec les mots et les senteurs :\u00a0\u00e9vocation litt\u00e9raire<\/strong><\/h3>\n<p><strong><em>Devant la concurrence grandissante dans le domaine du commerce. Les concepteurs du marketing ont eu recours \u00e0 des m\u00e9thodes enclines \u00e0 fid\u00e9liser le consommateur de fa\u00e7on indirecte dans le domaine. Il est aussi possible d\u2019inciter \u00e0 la lecture, de distraire par la diffusion des odeurs. Ressusciter son pass\u00e9 pourrait \u00eatre d\u00e9clench\u00e9 par les parfums, qu\u2019ils soient agr\u00e9ables, r\u00e9pugnants, c\u00e9lestes ou d\u00e9licieux. Les odeurs d\u2019une histoire \u00a0peuvent retrouver leur \u00e9chos chez le lecteur qui se ravira de sa complicit\u00e9 avec l\u2019auteur parce qu\u2019il l\u2019aide \u00e0 remonter \u00e0 une \u00e9pave de son existence et satisfait sa nostalgie. <\/em><\/strong><\/p>\n<h3>Le marketing sensoriel<\/h3>\n<p>On a fini par appeler le marketing sensoriel aussi par le marketing \u00e9motionnel. Contrairement aux m\u00e9thodes archa\u00efques\u00a0 du commerce. L\u2019attention \u00e9tait ax\u00e9e sur les stimuli du consommateur visant \u00e0 d\u00e9clencher les \u00e9motions des individus quant \u00e0 la d\u00e9couverte des produits.<\/p>\n<p>L\u2019odorat s\u2019est impos\u00e9 d\u00e8s lors comme l\u2019une des strat\u00e9gies les plus efficaces dans la mesure o\u00f9 elle a un effet sur les clients et les chiffres d\u2019affaires.<\/p>\n<p><!--more--><\/p>\n<p>Il s\u2019agit bien de ressusciter des sensations profond\u00e9ment enfouies et contribuer \u00e0 la construction imaginaire d\u2019une r\u00e9alit\u00e9 qui r\u00e9pond \u00e0 un besoin de r\u00eave chez le consommateur.<\/p>\n<p>Beaucoup de recherche ont prouv\u00e9 qu&#8217;une odeur agr\u00e9able pouvait brouiller la notion du temps chez le consommateur et\u00a0 changer sa perception visuelle et gustative.<\/p>\n<h3>Un livre olfactif<\/h3>\n<p>Dans son livre autobiographique <em><span style=\"text-decoration: underline;\">parfum <\/span> <\/em>le romancier Philippe Claudel exploite les odeurs pour nous relater les p\u00e9rip\u00e9ties de son enfance. C\u2019est une exp\u00e9rience originale qui rejoint celle de Marcel Proust puisqu\u2019elle tend \u00e0 r\u00e9v\u00e9ler le pouvoir des odeurs dans la stimulation des souvenirs.\u00a0 Toutefois, elle se veut plus empirique et concr\u00e8te.<\/p>\n<p>La lecture de ce roman sera l\u2019occasion d\u2019inciter le lecteur \u00e0 faire un voyage dans le temps et se permettre une halte \u00e0 travers ce monde fictif.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ecrire avec les mots et les senteurs :\u00a0\u00e9vocation litt\u00e9raire Devant&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[70,56,91],"tags":[71,83,77,60,68,119,120,115],"class_list":["post-505","post","type-post","status-publish","format-standard","hentry","category-applications","category-marketing-olfactif","category-parfums-dambiance","tag-livre","tag-marketing-sensoriel","tag-odeurs","tag-odorat","tag-parfum","tag-philippe-claudel","tag-roman","tag-senteurs"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - 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