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Sensory Marketing: Research on the Sensuality of Products Paperback – December 18, 2009

ISBN-13: 978-1841698892 ISBN-10: 184169889X Edition: 1st

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Editorial Reviews

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

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.

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Product Details

  • Paperback: 428 pages
  • Publisher: Routledge; 1 edition (December 18, 2009)
  • Language: English
  • ISBN-10: 184169889X
  • ISBN-13: 978-1841698892
  • Product Dimensions: 6 x 1 x 9 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (8 customer reviews)
  • Amazon Best Sellers Rank: #588,407 in Books (See Top 100 in Books)

More About the Author

Dr. Aradhna Krishna received her Ph.D. from New York University in 1989, her M.B.A. from the Indian Institute of Management, Ahmedabad in 1984 and her B.A. in Economics from Delhi University in 1979. Besides the Ross school, she has also spent time at Columbia University, New York University and the National University of Singapore.

She is considered the pioneer of the field of sensory marketing. She defines sensory marketing as sub-conscious triggers that affect how people make purchase and consumption decisions. Her research explores ways in which a product's look, feel, taste, sound, and smell contribute to how it is perceived, and how people respond to it. She held the first academic conference on sensory marketing, has edited a book on the subject and is writing a second, and runs a sensory marketing research laboratory. In addition to sensory marketing, she works on designing winning cause marketing and corporate social responsibility programs, and on constructing engaging pricing and promotion policies.

She has more than fifty published articles which have appeared in the most prestigious outlets including the Journal of Marketing Research, Marketing Science, Journal of Consumer Research, Journal of Consumer Psychology, Journal of Marketing, Harvard Business Review among others. Her work has been cited in various media such as New York Times, Chicago Tribune, Huffington Post, LA Times, NPR, Economic Times India, Globe and Mail, Telegraph UK. She is a lead Area Editor for the Journal of Consumer Psychology, an area editor for Management Science and serves on the editorial boards of Journal of Marketing Research, Journal of Consumer Research, and Marketing Science.

She has been on the Board of Directors of Northern Technology International Corporation, a consistent Forbes best 200 small company (2002-2005), and is currently on the advisory board of Dr. Maths. Her consulting and research relationships include Best Buy, Procter & Gamble, Red Scout, The Futures Company, Ohrenstein & Brown, Reeves & Brightwell LLC, C.S.Mott Children's Hospital at the University of Michigan, among others. She has also served as an expert witness for Dell and Hallmark Entertainment Inc.

Customer Reviews

4.5 out of 5 stars
5 star
88%
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See all 8 customer reviews
I highly recommend a read to anyone in the field, students or otherwise.
Ted H
For the consumer, the book uncovers new insights into the way we shop and the choices we make based on our senses.
Katie C.
This is a fantastic book, and looks in depth at the outcomes of engaging our senses.
Amazon Customer

Most Helpful Customer Reviews

Format: Paperback Verified Purchase
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
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Format: Paperback
Welcome to the experience economy! Our sensory experiences with products and services are the new marketing battleground. Marketers are attempting to engage with their target consumers in a much more multi-sensorial way than ever before. Clear answers to questions such as what colors and scents might make a hotel stay feel more like being "at home" or a car seem more powerful, or what package shapes and textures might signal sophistication or durability of the product, or what elements of the sound of a voice-over make the claims more credible, could help marketers cut through the clutter to gain the mind share they so desperately seek in today's competitive market environment. This book, "Sensory Marketing," brings together a set of experts on the topic to discuss how the sensory aspects of products and services, i.e., its touch, taste, smell, sound, and look, can be leveraged to shape consumers' memories, feelings, preferences, and choices. In other words, this book provides exactly the kind of guidance that today's marketers need. This is a must read for managers seeking to shape consumer experiences.
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Format: Hardcover
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.
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By Ted H on January 7, 2010
Format: Hardcover
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.
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