Sensory Marketing: Research on the Sensuality of Products

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9781841697536: Sensory Marketing: Research on the Sensuality of Products

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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About the Author:

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.

Review:

"This book differs in that (the content) is underpinned by psychological theories and methodological approaches. The outcome of a conference event, current research is discussed alongside contemporary and familiar sensory marketing examples, and should appeal to academics and marketing professionals alike." - Jenna Condie, postgraduate researcher, University of Salford, UK, in The Psychologist

"Understanding the role that the touch, taste, smell and sight play in marketing is important and underserved. Aradhna Krishna's new edited book is thorough and wide-ranging, as well as thought provoking and illuminating. This will be an influential book, critical for anyone studying the impact of senses in marketing." - Jennifer Aaker, General Atlantic Professor of Marketing, Stanford University

"Professor Krishna has successfully tackled the challenge of bringing together academic authorities on all the senses that influence our emotions and decision-making. A "must read" for every product marketer and branding expert." - Harald H. Vogt, Founder & Chief Marketer, Scent Marketing Institute

"This book on Sensory Marketing is way overdue. Written by our leading scholars on topics ranging from visual equity to smell to sounds, marketers are no longer sitting on the sidelines. Technology-enabled Sensual Marketing is an important new practical frontier and this book will become the seminal guide." - Eric T. Bradlow, Editor-in-Chief, Marketing Science

"Traditional marketing strategies have focused on winning over consumers through visual and auditory communications.  This narrow focus ignores the other sensory aspects that make up the consumers’ experience.  This book on sensory marketing is a delightful reminder that the touch, taste, smell, sound, and look of a product all play an important role in affecting our perception, attitude, emotions and consumption of the product.  The collection of chapters containing summaries of the cutting-edge research in each area makes catching up both fun and efficient." - Angela Y. Lee, Kellogg School of Management, Northwestern University

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