Sensory Marketing

by Aradhna Krishna (Editor)

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.

426 pages, Paperback

First published December 1, 2009

Reviews

[UM · Rating 5 out of 5]

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 argumentation in a very easy and clear way.

[Jonny · Rating 5 out of 5]

Krishna's work highlights the importance of engaging the five senses when marketing to customers, a concept that has been overlooked in the marketing field but is crucial for understanding consumer behavior. A fun, exciting read, this book provides interesting examples of how appealing to the senses can affect whether or not a customer will like/buy a product. As a marketing student, I found this book extremely helpful and insightful, and I would definitely recommend it to anyone who is interested in the marketing field.

[Cristina · Rating 5 out of 5]

Aradhna Krishna is a pioneer in the field of sensory marketing.

She dives deep into consumer psychology, explaining how different marketing tactics that influence our perceptions can, in turn, impact our shopping habits.

The book is well structured, touching upon each of the five senses, so you can jump straight into the part that interests you the most.

I don't know of a more comprehensive book on this marketing branch. It provides lots of references to studies, examples or applications from various industries, and, of course, personal observations.

I think it's well worth the read, whether you're a business owner, a consultant, or even a consumer. Most likely any consumer would benefit from knowing how emotional our shopping decisions really are vs. how analytic we believe them to be.

I personally read it for general research and I found it very well written and delightful.

I love these kinds of books that cover complex topics in easy-to-understand language and examples. So often, experts make their fields of study seem overly complicated and intimidating -- not the case here.

[Atacama9006 · Rating 4 out of 5]

Krishna's book is an thorough review exploring sensory marketing. Lots of references let me develop my dissertation chapters. Book is very useful and give hints to further research. Very academic position with studies inside.