Aradhna Krishna

Gebundenes Buch

Customer Sense

How the 5 Senses Influence Buying Behavior

Beschreibung

For years, marketers have been experimenting with the senses and sensory experiences to create better perceptions of their products. Even with a product as simple as a potato chip, there are many factors that go into the experience of interacting with the chip. How it tastes, how it smells, the sound that eating it makes, and the appearance of its packaging can all influence our perception of the potato chip itself. As scientists and managers begin to recognize the importance of the senses in product design and marketing, more and more products and advertisements have become sensory in nature.
Accepting the importance of the senses brings about a change in how a manager views his or her products. What changes can be made in the packaging, branding, and advertising to captivate the consumer's senses? What changes can be made to the product itself? Dr. Krishna helps managers to understand how customers relate to products on a sensory level, detailing the specific interactions unique to each sense and showing them how small sensory changes can make a huge impact. Customer Sense allows managers to unlock the secret world of sensory appeal and to craft unique products and advertisements for their businesses.

Autor

Dr. Aradhna Krishna is the Dwight F. Benton Professor of Marketing at the Ross School of Business, University of Michigan, USA having previously served as a faculty member at Columbia University, New York University, and the National University of Singapore. Her work on investigating how consumers respond to changes in pricing, promotion, packaging, and branding has been cited in The New York Times, The Wall Street Journal, the Chicago Tribune, the Huffington Post, and on NPR. She has had numerous articles published in venues such as the Journal of Consumer Research, Journal of Economic Theory, Journal of Consumer Psychology, Management Science, Journal of Retailing, Journal of Marketing, Journal of Experimental Psychology, and the Harvard Business Review. She is the senior area editor for the Journal of Consumer Psychology and an area editor for Management Science, and she sits on the editorial board of the Journal of Marketing Research as well as the Journal of Consumer Research. She has also worked with companies such as Best Buy, Procter & Gamble, Dell, and Hallmark.

Produktdetails

• Verlag: Palgrave Macmillan / Palgrave Macmillan US / Springer Palgrave Macmillan
• Artikelnr. des Verlages: 978-0-230-34173-9
• 2013
• Seitenzahl: 200
• Erscheinungstermin: 13. März 2013
• Englisch
• Abmessung: 241mm x 160mm x 17mm
• Gewicht: 444g
• ISBN-13: 9780230341739
• ISBN-10: 023034173X
• Artikelnr.: 36124660

Rezensionen

"A sophisticated, easy-handed elucidation of the practice of marketing to our senses." - Kirkus

"Marketers have been using sensory experiences to help promote brands for many years to varying degrees of success. It seems to be a hit or miss proposition. In this groundbreaking book, Customer Sense, Aradhna Krishna shows how the science of senses works and how marketers can effectively use smell, taste, touch, vision, and sound to develop and promote any brand or product. This book should be on every marketer's and product developer's shelf." - Jennifer Aaker, Professor of Marketing, Stanford University

"The sense of smell is our most evocative and emotional sense. Scents can trigger memories and emotions that are deeply

meaningful and inspiring - your favorite childhood toy, the moment you fell in love - and can change our behaviors and alter our moods. In Customer Sense, Dr. Krishna explores how smell and the other four senses interact with consumers to influence our attitudes and opinions about a product. This book is for anyone who is looking to connect with customers at a multisensory level and where their most fundamental motivations lie." - Rachel Herz, PhD, Author of The Scent of Desire, Adjunct Professor, Department of Psychiatry and Human Behavior, Brown University Medical School

"Customer Sense opens up new windows into the many ways we perceive brands at the deepest, most fundamental levels. It will increase your marketing insight fivefold, one sense at a time, with practical ways to maximize the full range of customer experience." - Douglas Van Praet, author of Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing