Sensory marketing : research on the sensuality of products / edited by Aradhna Krishna.

by Krishna, AradhnaLooking glass.

Publisher: New York ; Routledge, [2010]Description: xxx, 392 pages, 4 unnumbered pages of plates : colour illustrations ; 23 cm.ISBN: 9781841697536; 9781841698892.Subject(s): Consumer behaviorLooking glass | Marketing -- Psychological aspectsLooking glass | New products -- Psychological aspects | Senses and sensationLooking glass | SensualityLooking glassNote: Includes bibliographical references and indexes.
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Long loan London College of Fashion
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Printed books 658.834 KRI (Browse shelf (Opens below)) Available 54078617
Short loan London College of Fashion
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Printed books 658.834 KRI (Browse shelf (Opens below)) Available 54078612
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Enhanced descriptions from Syndetics:

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.

Includes bibliographical references and indexes.

Table of contents provided by Syndetics

  • Preface and Acknowledgments (p. xi)
  • About the Editor (p. xv)
  • Contributors (p. xvii)
  • 1 An Introduction to Sensory Marketing (p. 1)
  • Section I Haptics
  • 2 Does Touch Matter? Insights From Haptic Research in Marketing (p. 17)
  • 3 Touch: A Gentle Tutorial With Implications for Marketing (p. 33)
  • 4 Understanding the Role of Incidental Touch in Consumer Behavior (p. 49)
  • 5 Informational and Affective Influences of Haptics on Product Evaluation: Is What I Say How I Feel? (p. 63)
  • Section II Olfaction
  • 6 Scent Marketing: An Overview (p. 75)
  • 7 The Emotional, Cognitive, and Biological Basics of Olfaction: Implications and Considerations for Scent Marketing (p. 87)
  • 8 Do Scents Evoke the Same Feelings Across Cultures?: Exploring the Role of Emotions (p. 109)
  • 9 The Impact of Scent and Music on Consumer Perceptions of Time Duration (p. 123)
  • Section III Audition
  • 10 The Sounds of the Marketplace: The Role of Audition in Marketing (p. 137)
  • 11 Auxiliary Auditory Ambitions: Assessing Ancillary and Ambient Sounds (p. 157)
  • 12 Understanding the Role of Spokesperson Voice in Broadcast Advertising (p. 169)
  • 13 Hear Is the Thing: Auditory Processing of Novel Nonword Brand Names (p. 183)
  • Section IV Vision
  • 14 Visual Perception: An Overview (p. 201)
  • 15 Differences and Similarities in Hue Preferences Between Chinese and Caucasians (p. 219)
  • 16 Does Everything Look Worse in Black and white? The Role of Monochrome Images in Consumer Behavior (p. 241)
  • 17 Effects on Visual Weight Perceptions of Product Image Locations on Packaging (p. 259)
  • Section V Taste
  • 18 The Gist of Gustation: An Exploration of Taste, Food, and Consumption (p. 281)
  • 19 Psychology and Sensory Marketing, With a Focus on Food (p. 303)
  • 20 Estimating Food Quantity: Biases and Remedies (p. 323)
  • 21 Do Size Labels Have a Common Meaning Among Consumers? (p. 343)
  • Section VI The Future
  • 22 A Sense of Things to Come: Future Research Directions in Sensory Marketing (p. 361)
  • Author Index (p. 377)
  • Subject Index (p. 387)

Author notes provided by Syndetics

Dr. Aradhna Krishna is the Dwight F. Benton Professor of Marketing at the Ross School of Business, University of Michigan and a pioneer 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 sonsory marketing in 2008 bringing together leading psychologists, neurologists, marketing academics and practitioners. Her work has been cited on NPR, and it The New York Times, The Wall Street Journal, and other publications.