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Customer Sense How the 5 Senses Influence Buying Behavior

ISBN-10: 023034173X
ISBN-13: 9780230341739
Edition: 2013
Authors: Aradhna Krishna
List price: $34.00 Buy it from $4.41
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Description: 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  More...

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Book details

List price: $34.00
Copyright year: 2013
Publisher: Palgrave Macmillan
Publication date: 3/13/2013
Binding: Hardcover
Pages: 185
Size: 6.25" wide x 9.50" long x 0.75" tall
Weight: 1.188
Language: English

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.

List of Illustrations
Acknowledgments
Introduction: What Is Sensory Marketing?
Vision
Audition
Smell
Taste
Touch
Conclusion
Notes
Author's Biography
Index

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