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Sensory Marketing - Research on the Sensuality of Products (Hardcover)
Loot Price: R4,622
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Sensory Marketing - Research on the Sensuality of Products (Hardcover)
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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."--BOOK
JACKET.
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