Consistent with Fig. 2 and the two rules noted above, I first highlight the difference between sensation and perception using examples from psychology and from marketing. Then, I expound on research on each of the five senses, focusing on key elements that can generate future big-step insights within each of them. I begin with haptics including work on person–product, person–person and person–product haptic interaction and also a discussion of disgust. Smell is discussed next with a concentration on perception and learning. This is followed by work on audition and then on taste, consumption and satiety. Vision receives little attention given the enormous work in advertising in the past. The five senses provide the right scaffold on which to build our discussion of grounded cognition—cognition grounded in the senses. I end the review of sensory marketing with many ideas concerning what is needed for future research.