Sensory Marketing: Research on the Sensuality of Products

ISBN-13: 9781841697536 / Angielski / Twarda / 2009 / 422 str.

Krishna Aradhna

Opis

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.

Spis treści

Preface and Acknowledgments. A. Krishna, Introduction. Part 1. 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? Part 2. 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. Part 3. 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. Part 5. 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? Part 6. 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.