Customer Sense: How the 5 Senses Influence Buying Behavior

Hardcover | April 9, 2013

byAradhna Krishna

not yet rated|write a review

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.

Pricing and Purchase Info

$39.59 online
$44.50 list price (save 11%)
In stock online
Ships free on orders over $25

From the Publisher

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 appea...

Aradhna Krishna is the Dwight F. Benton Professor of Marketing at the Ross School of Business, University of Michigan. Dr. Krishna received her Ph.D. from New York University in 1989, her MBA from the Indian Institute of Management, Ahmedabad in 1984, and her BA in economics from Delhi University in 1979. Besides the Ross school, she ...

other books by Aradhna Krishna

Format:HardcoverDimensions:208 pages, 10.89 × 6.3 × 0.71 inPublished:April 9, 2013Publisher:Palgrave MacmillanLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:023034173X

ISBN - 13:9780230341739

Look for similar items by category:

Customer Reviews of Customer Sense: How the 5 Senses Influence Buying Behavior

Reviews

Extra Content

Table of Contents

Introduction
1. Vision
2. Audition
3. Smell
4. Taste
5. Touch
Conclusion

Editorial Reviews

"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