Sensory Marketing (eBook, PDF)

Research on the Sensuality of Products
Redaktion: Krishna, Aradhna

• Format: PDF

Produktbeschreibung

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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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 426
• Erscheinungstermin: 25. Februar 2011
• Englisch
• ISBN-13: 9781135429966
• Artikelnr.: 38243373

Autorenporträt

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.

Inhaltsangabe

Preface and Acknowledgments. A. Krishna
Introduction. Part1. Haptics. J. Peck
Does Touch Matter? Insights from Haptic Research in Marketing. R.L. Klatzky
Touch: A Gentle Tutorial with Implications for Marketing. A.C. Morales
Understanding the Role of Incidental Touch in Consumer Behavior. T.L. Childers
J. Peck
Information and Affective Influences of Haptics on Product Evaluation: Is What I Say How I Feel? Part2. Olfaction. M. Morrin
Scent Marketing: An Overview. R.S. Herz
The Emotional
Cognitive and Biological Basics of Olfaction: Implications and Considerations for Scent Marketing. M.O. Lwin
M. Wijaya
Do Scents Evoke the Same Feelings Across Cultures?: Exploring the Role of Emotions. M. Morrin
J. Chebat
C. Gelinas-Chebat
The Impact of Scent and Music on Consumer Perceptions of Time Duration. Part3. Audition. J. Meyers-Levy
M.G. Bublitz
L.A. Peracchio
The Sounds of the Marketplace: The Role of Audition in Marketing. E. Yorkston
Auxiliary Auditory Ambition: Assessing Ancillary and Ambient Sounds. D.W. Dahl
Understanding the Role of Spokesperson Voice in Broadcast Advertising. M. Carnevale
D. Lerman
D. Luna
Hear is the thing: Auditory Processing of Novel Non-word Brand Names. Part 4. Vision. P. Raghubir
Visual Perception: An Overview. A. Chattopadhyay
G.J. Gorn
P. Darke
Differences and Similarities in Hue Preferences between Chinese and Caucasians. E.A. Greenleaf
Does Everything Look Worse in Black and White? The Role of Monochrome Images in Consumer Behavior. B.E. Kahn
X. Deng
Effects on Visual Weight Perceptions of Product Image Locations on Packaging. Part5. Taste. A. Krishna
R.S. Elder
The Gist of Gustation: An Exploration of Taste
Food
and Consumption. P. Rozin
J. Hormes
Psychology and Sensory Marketing
with a Focus on Food. P. Chandon
Estimating Food Quantity: Biases and Remedies. A. Krishna
N. Aydinoglu
B. Wansink
Do Size Labels Have a Common Meaning Among Consumers? Part6. The Future. R.S. Elder
N. Aydinoglu
V. Barger
C. Caldara
H.E. Chun
C.J. Lee
G. Mohr
A. Stamatogiannakis
A Sense of Things to Come: Future Research Directions in Sensory Marketing.