Sensory Marketing e-bog
436,85 DKK
(inkl. moms 546,06 DKK)
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...
E-bog
436,85 DKK
Forlag
Routledge
Udgivet
25 februar 2011
Længde
422 sider
Genrer
Occupational and industrial psychology
Sprog
English
Format
epub
Beskyttelse
LCP
ISBN
9781135429959
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.