eBook - ePub

Sensory Marketing

Name: Sensory Marketing
ISBN: 9781135429959

Research on the Sensuality of Products

Aradhna Krishna,

422 pages
English
ePUB (mobile friendly)
Available on iOS & Android

eBook - ePub

Sensory Marketing

Research on the Sensuality of Products

Aradhna Krishna,

About this book

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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