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Customer Sense: How the 5 Senses Influence Buying Behavior by [Krishna, A.]
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Customer Sense: How the 5 Senses Influence Buying Behavior Kindle Edition

4.0 out of 5 stars 2 customer reviews

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Review

"A sophisticated, easy-handed elucidation of the practice of marketing to our senses." - Kirkus

"Marketers have been using sensory experiences to help promote brands for many years to varying degrees of success. It seems to be a hit or miss proposition. In this groundbreaking book, Customer Sense, Aradhna Krishna shows how the science of senses works and how marketers can effectively use smell, taste, touch, vision, and sound to develop and promote any brand or product. This book should be on every marketer's and product developer's shelf." - Jennifer Aaker, Professor of Marketing, Stanford University

"The sense of smell is our most evocative and emotional sense. Scents can trigger memories and emotions that are deeply meaningful and inspiring - your favorite childhood toy, the moment you fell in love - and can change our behaviors and alter our moods. In Customer Sense, Dr. Krishna explores how smell and the other four senses interact with consumers to influence our attitudes and opinions about a product. This book is for anyone who is looking to connect with customers at a multisensory level and where their most fundamental motivations lie." - Rachel Herz, PhD, Author of The Scent of Desire, Adjunct Professor, Department of Psychiatry and Human Behavior, Brown University Medical School

"Customer Sense opens up new windows into the many ways we perceive brands at the deepest, most fundamental levels. It will increase your marketing insight fivefold, one sense at a time, with practical ways to maximize the full range of customer experience." - Douglas Van Praet, author of Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing

Book Description

A guide to unlocking the secret world of sensory appeal in order to craft unique products and advertisements

Product details

  • Format: Kindle Edition
  • File Size: 758 KB
  • Print Length: 201 pages
  • Publisher: Palgrave Macmillan (6 May 2013)
  • Sold by: Amazon Media EU S.à r.l.
  • Language: English
  • ASIN: B00CBWSSFE
  • Text-to-Speech: Enabled
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  • Word Wise: Enabled
  • Enhanced Typesetting: Enabled
  • Average Customer Review: 4.0 out of 5 stars 2 customer reviews
  • Amazon Bestsellers Rank: #1,019,623 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Format: Hardcover
Aradhna Krishna discusses a subject - manipulation of the purchase process -- that has fascinated me since I first read Vance Packard's The Hidden Persuaders (1957), a breakthrough book in which he explores the use of consumer motivational research and other psychological techniques, including depth psychology and subliminal tactics, by advertisers to manipulate expectations and induce desire for products, particularly in the American postwar era. He identified eight "compelling needs" that advertisers promise products will fulfill. According to Packard these needs are so strong that people are compelled to buy products to satisfy them. The book also explores the manipulative techniques of promoting politicians to the electorate. The book questions the morality of using these techniques.

In Customer Sense, there is no reference (among 71 "Notes") to Packard and his book nor, worse yet, to more recent sources such as Bernd H. Schmitt's Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate (1999); Paco Underhill's Why We Buy: The Science of Shopping--Updated and Revised for the Internet, the Global Consumer, and Beyond (2008); and Martin Lindstrom's Buy-ology: Truth and Lies About Why We Buy (2010) and then Brandwashed: Tricks Companies Use to Manipulate Our Minds and Persuade Us to Buy (2011). For whatever reasons, Krishna also does not provide a bibliography, despite the fact that the publisher's copy on the dust jacket reassures us that she "leaves no leaf [or stone] unturned in exploring all of the ways in which marketers can build products that will delight our senses." In fact, marketers do not "build" products or even design them; rather, they create or increase demand for them.
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Format: Hardcover
I have been looking for feasible advices for creating a sensory image of brands. Most books I have seen are full of theory and/or without any scientific foundation. Sensory marketing is a very "sexy" topic and many people have jumped on it, writing books and articles. Most of these books are full of unverifiable claims, though. This book is different -- I got it after I read an article about Krishna on Harvard Business Review. The book did not disappoint at all and it is very different from others, being able to conjugate practice and scientific experimentation.
I believe that this book will be on my desk as a reference for a long time. It will take a couple of years to implement all that I learned.
Definitely worth the read!
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Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: HASH(0x97ef48e8) out of 5 stars 13 reviews
2 of 2 people found the following review helpful
HASH(0x981d4b04) out of 5 stars best book in sensory marketing 17 May 2013
By luk - Published on Amazon.com
Format: Hardcover Verified Purchase
I would consider this as a "must-have" if you work/do research in marketing, or if you are simply interested in the topic. The book is well written, fun, and very informative.

I have the impression that a change of paradigm is happening in marketing. And, as it is already possible to see, sensory marketing will play a huge role in the future. This book represents the best reference I have found. Yes, I have read many other books on the topic. Most of them, though, are written by practitioners or writers without much understanding of what is "science" and what is "tale." Krishna, working in academia, based her book on solid scientific roots, being able, however, to present her argumentations in a very easy and clear way.
2 of 3 people found the following review helpful
HASH(0x9826ccd4) out of 5 stars Subjective and insufficient perspectives on an increasingly more important subject 20 May 2013
By Robert Morris - Published on Amazon.com
Format: Hardcover
Aradhna Krishna discusses a subject - manipulation of the purchase process -- that has fascinated me since I first read Vance Packard's The Hidden Persuaders (1957), a breakthrough book in which he explores the use of consumer motivational research and other psychological techniques, including depth psychology and subliminal tactics, by advertisers to manipulate expectations and induce desire for products, particularly in the American postwar era. He identified eight "compelling needs" that advertisers promise products will fulfill. According to Packard these needs are so strong that people are compelled to buy products to satisfy them. The book also explores the manipulative techniques of promoting politicians to the electorate. The book questions the morality of using these techniques.

In Customer Sense, there is no reference (among 71 "Notes") to Packard and his book nor, worse yet, to more recent sources such as Bernd H. Schmitt's Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate (1999); Paco Underhill's Why We Buy: The Science of Shopping--Updated and Revised for the Internet, the Global Consumer, and Beyond (2008); and Martin Lindstrom's Buy-ology: Truth and Lies About Why We Buy (2010) and then Brandwashed: Tricks Companies Use to Manipulate Our Minds and Persuade Us to Buy (2011). For whatever reasons, Krishna also does not provide a bibliography, despite the fact that the publisher's copy on the dust jacket reassures us that she "leaves no leaf [or stone] unturned in exploring all of the ways in which marketers can build products that will delight our senses." In fact, marketers do not "build" products or even design them; rather, they create or increase demand for them.

I mention all this with a sense of dismay because, as indicated, I was (and remain) eager to learn more about "how the 5 senses influence buying behavior," especially in light of the recent and substantial impact of marketers' highly effective use of the latest technologies, such as functional magnetic resonance imaging (fMRI), to identify what consumers really want even if they don't as yet know it. Electronic measurement of the brain (especially the functions of the subconscious mind) reveals what does and doesn't attract and retain attention, what does and doesn't appeal initially, what does and doesn't sustain appeal over time, etc. According to Lindstrom, this is the context within which to understand the "tricks companies use to manipulate our minds and persuade us to buy." There is no mention of functional magnetic resonance imaging (fMRI) in Krishna's book.

My rating of the book is based on what she does provide in this volume. There are no head-snapping revelations, nor does she make any such claim. Perhaps the material serves Aradhna Krishna's purposes but I am unable to explain her omission of a context or frame-of-reference for most of the material (other than the sequence of her personal experiences), a framework that should have included at least some acknowledgement of primary sources and new technologies such as those I mentioned earlier.

Her remarks when concluding the book suggest more effectively than any remarks of mine can the deficiencies of her perspectives. First this: "Who knows, perhaps in fifty years the sensory experiences of advertisements will be just as powerful, potent, and enjoyable as the experience of the products they are trying to sell." No need to wait five decades. That is happening now. More often than not, anticipation now exceeds reality. She seems to be aware of this when referring to a "sea of virtual realities and sensory advertisements." She then expresses a hope that there will always be "the occasional paper library or store selling real ice cream." Make of that what you will.
2 of 3 people found the following review helpful
HASH(0x9826c56c) out of 5 stars Practice Focused - Research Based 15 April 2013
By R.E. - Published on Amazon.com
Format: Hardcover Verified Purchase
The author does a terrific job of taking decades of academic research, including the most cutting edge research within sensory marketing, and makes it both accessible to industry readers and immediately implementable. The book is full of key insights based on Aradhna Krishna's own work, as well as work by numerous other academic researchers and examples from leading companies.

It's a quick, well-written, enjoyable read, containing enjoyable thought experiments for the reader, and surprising anecdotes, but also one that you will refer back to over and over again to help improve your marketing results. For those seeking ownable points of differentiation from your competition, this book will give you the answers. I highly recommend it.
HASH(0x97f8a5ac) out of 5 stars Not Bad But Mostly Potatoes...Not Enough Meat. 5 Jun. 2015
By rpfol - Published on Amazon.com
Format: Hardcover
This wasn't necessarily a bad read as it gave some good case examples and how each of the senses relate to marketing. It also gave clear, concise answers as to how marketers may manipulate the senses to better lure and capture customers. My criticism is much of the information has been covered and the new information which wasn't would have been better suited to an article or publication in a business journal rather than a book.

If you are looking to find new information on consumer behavior, there are other reads out there which are more rich with information.
HASH(0x97f8a99c) out of 5 stars Excellent Book on Sensory Marketing 27 May 2013
By Marketer - Published on Amazon.com
Format: Hardcover Verified Purchase
This is an excellent book for anyone interested in sensory marketing. The book is written in a very intelligent, witty, and easy-to-follow style. Given the rising importance of sensory aspects of marketing, this is a must-read book for anyone interested in marketing management in general. This book provides a very good overview of how our senses (related to vision, audition, smell, taste, and touch) influence our behavior. I also found the illustrative examples very helpful. Overall, a very interesting book, written by a high-profile Marketing scholar.
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