Consumers experience brands via products, places, people, or brand-related activities and
with multiple senses involving, vision, smell, touch, taste, audition or body movements, amongst others.
These experiences result in multi-sensory brand knowledge, that is,
knowledge stored in the form of multi-sensory cognitive images at a non-conscious level.
Retrieving multi-sensory brand knowledge requires stimulating those senses that were originally involved in the brand experiences,
since consumers often lack the ability to express non-verbal knowledge verbally (e.g., via questionnaires).
Multi-sensory Sculpting allows retrieving non-verbal knowledge
in a metaphoric format that resembles consumers’ multi-sensory cognitive images.