Sensory Marketing: Research on the Sensuality of Products [Paperback]

Aradhna Krishna (Editor)

Book Description

Publication Date: December 18, 2009 | ISBN-10: 184169889X | ISBN-13: 978-1841698892 | Edition: 1

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.

Editorial Reviews

Review

"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.

Product Details

• Paperback: 428 pages
• Publisher: Routledge Academic; 1 edition (December 18, 2009)
• Language: English
• ISBN-10: 184169889X
• ISBN-13: 978-1841698892
• Product Dimensions: 9 x 5.8 x 0.9 inches
• Shipping Weight: 1.2 pounds (View shipping rates and policies)
• Average Customer Review: 5.0 out of 5 stars  See all reviews (6 customer reviews)
• Amazon Best Sellers Rank: #915,636 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

5.0 out of 5 stars A fantastic book for anyone looking to enhance their own or other's sense of well being, March 30, 2010

By 

K. Goetzke "mood maven" (Ann Arbor, Michigan) - See all my reviews
(REAL NAME)   

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This review is from: Sensory Marketing: Research on the Sensuality of Products (Paperback)

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

5.0 out of 5 stars An Innovative New Look at Marketing, January 18, 2010

By 

Stacey S. - See all my reviews

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This review is from: Sensory Marketing: Research on the Sensuality of Products (Paperback)

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.

5.0 out of 5 stars A Must Read for Experiential Marketers, January 11, 2010

By 

Page C (Boulder, CO) - See all my reviews

This review is from: Sensory Marketing: Research on the Sensuality of Products (Hardcover)

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.