The One Thing You Need to Change Is Emotions: The Effect of Multi-Sensory Marketing on Consumer Behavior

Round 1

Reviewer 1 Report

This study examines the effect of muti-sensory marketing on consumer experience. The study potentially contributes to the literature of consumer experience, emotion, and consumer behaviour. The topic is relevant and articulation is in manuscript is commendable.

There are few suggestions for the author(s) which will further improve the quality of the manuscript.

• Lines 50-58 are appearing surprisingly. These does not seems to have a proper flow.
• “While we are not aware of any study on how multi-sensory interactions influen…” this should be rewritten.
• Line 71-73 are contrasting due to detailed and brief words. Clarify it.
• Authors have not mentioned / reviewed any Theory which they have utilized to explain the phenomena. It is a great idea to build your argument on Theory.
• Authors have chosen blue Vs yellow. I am curious to know how black instead of blue might have changed the study results. Study 1 uses Orange juice and argument for choosing blue is about distance. How about black or certain other color which seems distant?
• Further information is to be provided about research design e.g. what environment the respondents were asked to respond? Any criteria used for screening? Any control variables?
• Line no 203/264/367, Cronbach alpha estimates validity???
• Other sections were well written.
• Language editing is required - Cross-check all references and get the paper proof-read.

Lastly, I wish authors all the best for their research.

Author Response

The One Thing You Need to Change is Emotions: The Effect of Multi-Sensory Marketing on Consumer Experience

RESPONSE TO REVIEWER COMMENTS AND SUGGESTIONS

Dear Editor

We thank the reviewers for their insightful and helpful comments on our paper. In the following pages, we have detailed our responses to all of the points made by the reviewers.

We are grateful for the time and effort of the reviewers. By making the changes which they have suggested, we believe that it is now a much-improved version, compared to the first submission. We hope that the reviewers will agree that the revised paper has reached the standard required for publication in the MDPI Sustainability.

Reviewer 2 Report

Proposed changes to the article:
- change of the title of the article - simplification and shortening of the studied issue;
- clarification of the goal and research questions
- in conclusion - please present the main conclusions proving the implementation of the purpose of the work and the implementation of research questions

Author Response

The One Thing You Need to Change is Emotions: The Effect of Multi-Sensory Marketing on Consumer Experience

RESPONSE TO REVIEWER COMMENTS AND SUGGESTIONS

Dear Editor

We thank the reviewers for their insightful and helpful comments on our paper. In the following pages, we have detailed our responses to all of the points made by the reviewers.

We are grateful for the time and effort of the reviewers. By making the changes which they have suggested, we believe that it is now a much-improved version, compared to the first submission. We hope that the reviewers agree that the revised paper has reached the standard required for publication in the MDPI Sustainability.