Sensory information is predominantly linked to the consumer's perception of products and services (Krishna, 2010). Because individuals react instinctively and unconsciously to sensory stimuli rather than learned stimuli such as a brand or logo, marketers have attempted to use consumers' sensory perception to build 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 increasingly relevant. Academic research in sensory marketing has proliferated significantly in recent years. Sensory marketing is generally 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 & Jantrania, 1992; Bloch, Brunel and Arnold, 2003; more dollars spent and more traffic in the store). Much sensory marketing research 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 influence consumer judgment, attitude, and impulsive buying behavior. In another study by Morrin and Ratneshwar (2000), ambient scent was found to increase consumer stimulation... center of paper... 03). Cruesen and Schoormans (2005) indicated that aesthetic value is important and suggested that some individuals preferred aesthetic value over 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 study results showed that product aesthetics had a significant impact on consumer purchasing decisions across three product classes: microwave ovens, tanning lotions, and natural sound appliances. This indicates that aesthetic value is relevant in consumer choice across a wide 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 directly influence consumer satisfaction with the product.