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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
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
This book brings together the world's foremost experts on the science behind sensory marketing. The book is impressive in its depth and breadth of coverage of the research on the topic. And it is dotted with fascinating examples from around the world. Marketers will find numerous ideas on how to use sensory marketing to better engage consumers. Academics will find this book to be the go-to source on this important topic.
The editor of the volume, Professor Aradhna Krishna, is the leading authority on this topic, and has done a masterful job of condensing a dauntingly wide field.
A feast for the mind!
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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