Normal view MARC view ISBD view

Sensory marketing: research on sensuality of products

Contributor(s): Krishna, Aradhana [Editor].
Publisher: New York Routledge 2009Description: xxx, 392 p.ISBN: 9781841698892.Subject(s): Marketing - Psychological aspects | New products - Psychological aspects | Sensuality | Senses and sensation | Consumer behaviorDDC classification: 658.80019 Summary: 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.
Tags from this library: No tags from this library for this title. Log in to add tags.
    average rating: 0.0 (0 votes)
Item type Current location Collection Call number Status Date due Barcode
Books Vikram Sarabhai Library
General Stacks
Non-fiction 658.80019 S3 (Browse shelf) Checked out 30/08/2019 180181

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.

There are no comments for this item.

Log in to your account to post a comment.

Powered by Koha