Sensory Marketing: Research on the Sensuality of Products / Edition 1

Sensory Marketing: Research on the Sensuality of Products / Edition 1

by Aradhna Krishna
     
 

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ISBN-10: 1841697532

ISBN-13: 9781841697536

Pub. Date: 12/11/2009

Publisher: Taylor & Francis

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,

Overview

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.

Product Details

ISBN-13:
9781841697536
Publisher:
Taylor & Francis
Publication date:
12/11/2009
Pages:
422
Product dimensions:
6.10(w) x 9.00(h) x 1.10(d)

Related Subjects

Table of Contents

Preface and Acknowledgments xi

About the Editor xv

Contributors xvii

1 An Introduction to Sensory Marketing 1

Section I Haptics

2 Does Touch Matter? Insights From Haptic Research in Marketing Joann Peck 17

3 Touch: A Gentle Tutorial With Implications for Marketing Roberta L. Klatzky 33

4 Understanding the Role of Incidental Touch in Consumer Behavior Andrea C. Morales 49

5 Informational and Affective Influences of Haptics on Product Evaluation: Is What I Say How I Feel? Terry L. Childers Joann Peckv 63

Section II Olfaction

6 Scent Marketing: An Overview Maureen Morrin 75

7 The Emotional, Cognitive, and Biological Basics of Olfaction: Implications and Considerations for Scent Marketing Rachel S. Herz 87

8 Do Scents Evoke the Same Feelings Across Cultures?: Exploring the Role of Emotions May O. Lwin Mindawati Wijaya 109

9 The Impact of Scent and Music on Consumer Perceptions of Time Duration Maureen Morrin Jean-Charles Chebat Claire Gelinas-Chebat 123

Section III Audition

10 The Sounds of the Marketplace: The Role of Audition in Marketing Joan Meyers-Levy Melissa G. Bublitz Laura A. Peracchio 137

11 Auxiliary Auditory Ambitions: Assessing Ancillary and Ambient Sounds Eric Yorkston 157

12 Understanding the Role of Spokesperson Voice in Broadcast Advertising Darren W. Dahl 169

13 Hear Is the Thing: Auditory Processing of Novel Nonword Brand Names Marina Carnevale Dawn Lerman David Luna 183

Section IV Vision

14 Visual Perception: An Overview Priya Raghubir 201

15 Differences and Similarities in Hue Preferences Between Chinese and Caucasians Amitava Chattopadhyay Gerald J. Gorn Peter Darke 219

16 Does Everything Look Worse in Black and white? The Role of Monochrome Images in Consumer Behavior Eric A. Greenleaf 241

17 Effects on Visual Weight Perceptions of Product Image Locations on Packaging Barbara E. Kahn Xiaoyan Deng 259

Section V Taste

18 The Gist of Gustation: An Exploration of Taste, Food, and Consumption Aradhna Krishna Ryan S. Elde 281

19 Psychology and Sensory Marketing, With a Focus on Food Paul Rozin Julia M. Hormes 303

20 Estimating Food Quantity: Biases and Remedies Pierre Chandon 323

21 Do Size Labels Have a Common Meaning Among Consumers? Nilufer Z. Aydinoglu Aradhna Krishna Brian Wansink 343

Section VI The Future

22 A Sense of Things to Come: Future Research Directions in Sensory Marketing Ryan S. Elder Nilufer Z. Aydinoglu Victor Barger Cindy Caldara HaeEun Chun Chan Jean Lee Gina S. Mohr Antonios Stamatogiannkis 361

Author Index 377

Subject Index 387

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