Sensory marketing : research on the sensuality of products

"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, an...

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Bibliographic Details
Other Authors: Krishna, Aradhna (Editor)
Format: Book
Language: English
Published: New York ; London : Routledge, Taylor & Francis Group, [2010]
Subjects:
marketing
smyslové vnímání
spotřebitelské chování
senses and sensation
consumer behavior
monografie
monographs
ISBN: 9781841698892
Physical Description: xxx, 392 stran : ilustrace ; 23 cm

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Table of contents

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520 1 |a "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."-- Resumé vydavatele 
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