The Impact of Emotions Stimulated by Sensory Marketing Events on Customers’ Perception of Prices in Price-Setting

The article delves into the link between sensory marketing events and consumers' emotional responses to different price levels resulting from sensory stimulation. Explores the potential impact of sensory marketing events on the pricing process and analyzes the marketing, behavioral, and neuroscientific aspects that characterize this influence. Provides recommendations for selecting, developing, and applying marketing strategies based on the research findings presented. The study's scientific value lies in its conceptual description of pricing mechanisms based on consumers' emotional reactions to sensory influences in marketing events. The article contributes to advancing scientific and practical marketing, consumer neuroscience, and behavioral economics by structuring and systematizing assessment tools in sensory marketing. Ultimately, it aims to facilitate the implementation of more scientifically informed pricing strategies in marketing practice.