Sensory Marketing: Research on the Sensuality of Products |  | Creator: Aradhna Krishna
Publisher: Routledge Academic
Category: Book
List Price: $39.95
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Rating:  6 reviews
Sales Rank: 287789
Media: Paperback
Edition: 1
Pages: 428
Number Of Items: 1
Shipping Weight (lbs): 1.2
Dimensions (in): 9 x 5.8 x 0.9
ISBN: 184169889X
Dewey Decimal Number: 658.80019
EAN: 9781841698892
ASIN: 184169889X
Publication Date: December 16, 2009
Availability: Usually ships in 1-2 business days
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Product Description
What is sensory marketing and why is it interesting and also important? Krishna defines it as "marketing that engages the consumers’ senses and affects their behaviors." In this edited book, the authors discuss how sensory aspects of products, i.e., the touch , taste, smell, sound, and look of the products, affect our emotions, memories, perceptions, preferences, choices, and consumption of these products. We see how creating new sensations or merely emphasizing or bringing attention to existing sensations can increase a product’s or service’s appeal. The book provides an overview of sensory marketing research that has taken place thus far. It should facilitate sensory marketing by practitioners and also can be used for research or in academic classrooms.
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Showing reviews 1-5 of 6
An exciting new perspective January 7, 2010
Ted H
Krishna's work delivers a wealth of new insight and information about a topic that was previously very underrepresented in the academic world. The research and studies presented in the book help to substantiate many theories and ideas that will surely be utilized in future generations of product marketing.
As a marketing student, I really think this book provided me with a unique new look on more classical marketing theories and will give me an edge on most peers in my future professional career. I highly recommend a read to anyone in the field, students or otherwise.
A broad, integrative approach to understanding the role of sensation in marketing January 8, 2010
Peter (Toronto)
This book is a must read for people interested in understanding the important role the five senses play in consumer choice. It includes contributions by top scholars in both marketing and psychology, who not only provide important theoretical insights on the topic, but also actionable ideas about the implications this body of knowledge has for marketing strategy. It also helped me understand a lot of my own behavior as a consumer!
A breath of fresh air in the realm of market research January 11, 2010
Katie C.
Krishna's research on the sensuality of products provides a fresh perspective on consumer behavior, highlighting the power of the five senses. For the marketing professional, the book outlines psychological findings that drive techniques for appealing to the senses. For the academic, the book stands out against traditional marketing literature, as Krishna has pioneered the field of sensory marketing. For the consumer, the book uncovers new insights into the way we shop and the choices we make based on our senses. Thoughtful and original, a fun read- I recommend this book to anyone and everyone.
A Must Read for Experiential Marketers January 11, 2010
Page C (Boulder, CO)
Smell, touch, taste, and sound have a tremendous impact on how consumers purchase and experience products. The way in which this occurs, however, has not been well understood by either academics or practitioners. This book pulls together the thoughts from leading researchers and provides a strong basis for understanding the effects of sensory inputs on consumers' behavior.
An Innovative New Look at Marketing January 18, 2010
Stacey S.
Krishna's work highlights the importance of engaging the five senses when marketing to customers, a concept that has been overlooked in the marketing field but is crucial for understanding consumer behavior. A fun, exciting read, this book provides interesting examples of how appealing to the senses can affect whether or not a customer will like/buy a product. As a marketing student, I found this book extremely helpful and insightful, and I would definitely recommend it to anyone who is interested in the marketing field.
Showing reviews 1-5 of 6
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