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Sensory Marketing: Research on the Sensuality of Products |  | Creator: Aradhna Krishna
Publisher: Routledge Academic
Category: Book
List Price: $39.95
Buy New: $23.00
as of 9/9/2010 05:33 CDT details
You Save: $16.95 (42%)
New (17) Used (9) from $22.98
Seller: Blevinsbooks
Rating:  6 reviews
Sales Rank: 1136400
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
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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| Customer Reviews:
Showing reviews 1-5 of 6
A fantastic book for anyone looking to enhance their own or other's sense of well being March 30, 2010
K. Goetzke (Ann Arbor, Michigan)
This is a fantastic book, and looks in depth at the outcomes of engaging our senses. It provides provocative research, interesting factoids, and does a phenomenal job of making it readable for both the academia and casual reader looking to better understand sensory marketing. This book is not only for those looking to market their products better by engaging multiple senses, but it is for anyone looking to understand how senses work and the benefits of using them to our advantage to achieve a desired feeling state.
In a world full of health concerns and difficulties in feeling calm and peaceful, we have such little knowledge of how everything around us affects how we feel. If we want to improve performance or sense of well being, we need to look not only inside ourselves but at what is around us. How is everything that we take in via our sense of smell, taste, touch, feeling, and hearing contributing to our ultimate effectiveness as a human being?
Sensory Marketing is not only engaging, enlightening and interesting, it helps us understand the importance of our senses in interpretation of every thought, feeling, idea and emotion we experience.
Kathryn Goetzke
President, The Mood Factory
Founder, iFred
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.
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.
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 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!
Showing reviews 1-5 of 6
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