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Sensory Marketing

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Affect Brand Evaluations
ambient
Ambient Scent
aroma
auditory branding
category
Category=JMJ
Category=KJSM
Caucasian Canadians
Consumer Behavior Researchers
consumer sensory psychology
cue
El Bulli
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
eq_society-politics
Evaluative Conditioning
exploratory
extrinsic
Extrinsic Cue
Food Quantity
Fundamental Frequency
gustatory analysis
Haptic Information
haptic perception
Haptic Stimuli
Hue Preferences
Incidental Touch
Individual's Imagery Ability
Individual’s Imagery Ability
Internal Clock Model
labels
multisensory product evaluation research
olfactory cues
Pleasant Ambient Scent
Positive Contagion Effects
procedures
product
Quantity Estimation
scent
Scent Marketing
Sensory Marketing
Size Labels
Store Atmospherics
Sublexical Route
Vice Versa
Violated
visual cognition

Product details

  • ISBN 9781841698892
  • Weight: 680g
  • Dimensions: 152 x 229mm
  • Publication Date: 16 Dec 2009
  • Publisher: Taylor & Francis Ltd
  • Publication City/Country: GB
  • Product Form: Paperback
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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.
About

Dr. Aradhna Krishna is the Dwight F. Benton Professor of Marketing at the Ross School of Business, University of Michigan, and is one of the pioneers of the field of sensory marketing. She has conducted research on how consumer perceptions and responses change as a function of the type of pricing, promotion, packaging and branding efforts undertaken by managers. Her research has examined many forms of sensory perception - visual, haptic, olfactory, taste and combinations. She teaches executive, MBA and undergraduate courses on sensory marketing at the University of Michigan. She also organized the first conference on sensory marketing in 2008, bringing together leading psychologists, neurologists, marketing academics and practitioners. Her work has been cited on NPR, New York Times, Wall Street Journal, and other publications.