In a way, sensory marketing is an application of the understanding of sensation and perception to the field of marketing—to consumer perception, cognition, emotion, learning, preference, choice, or evaluation. Fig. 2 provides a conceptual framework for the field of sensory marketing. This review is structured around this conceptual framework. Clearly, one cannot do a comprehensive review covering everything that has been done in the area of sensory marketing. As such, the review discusses parts of this conceptual framework.