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

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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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Editorial Reviews

From the Publisher
"This book differs in that (the content) is underpinned by psychological theories and methodological approaches. The outcome of a conference event, current research is discussed alongside contemporary and familiar sensory marketing examples, and should appeal to academics and marketing professionals alike." - Jenna Condie, postgraduate researcher, University of Salford, UK, in The Psychologist

"Understanding the role that the touch, taste, smell and sight play in marketing is important and underserved. Aradhna Krishna's new edited book is thorough and wide-ranging, as well as thought provoking and illuminating. This will be an influential book, critical for anyone studying the impact of senses in marketing." - Jennifer Aaker, General Atlantic Professor of Marketing, Stanford University

"Professor Krishna has successfully tackled the challenge of bringing together academic authorities on all the senses that influence our emotions and decision-making. A "must read" for every product marketer and branding expert." - Harald H. Vogt, Founder & Chief Marketer, Scent Marketing Institute

"This book on Sensory Marketing is way overdue. Written by our leading scholars on topics ranging from visual equity to smell to sounds, marketers are no longer sitting on the sidelines. Technology-enabled Sensual Marketing is an important new practical frontier and this book will become the seminal guide." - Eric T. Bradlow, Editor-in-Chief, Marketing Science

"Traditional marketing strategies have focused on winning over consumers through visual and auditory communications. This narrow focus ignores the other sensory aspects that make up the consumers’ experience. This book on sensory marketing is a delightful reminder that the touch, taste, smell, sound, and look of a product all play an important role in affecting our perception, attitude, emotions and consumption of the product. The collection of chapters containing summaries of the cutting-edge research in each area makes catching up both fun and efficient." - Angela Y. Lee, Kellogg School of Management, Northwestern University

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Product Details

  • ISBN-13: 9781841697536
  • Publisher: Taylor & Francis
  • Publication date: 12/11/2009
  • Edition number: 1
  • Pages: 428
  • Product dimensions: 6.10 (w) x 9.00 (h) x 1.10 (d)

Meet the Author

Dr. Aradhna Krishna is the Dwight F. Benton Professor of Marketing at the Ross School of Business, University of Michigan, and is one of the pioneers of the field of sensory marketing. She has conducted research on how consumer perceptions and responses change as a function of the type of pricing, promotion, packaging and branding efforts undertaken by managers. Her research has examined many forms of sensory perception - visual, haptic, olfactory, taste and combinations. She teaches executive, MBA and undergraduate courses on sensory marketing at the University of Michigan. She also organized the first conference on sensory marketing in 2008, bringing together leading psychologists, neurologists, marketing academics and practitioners. Her work has been cited on NPR, New York Times, Wall Street Journal, and other publications.

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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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