Sensory Marketing : Research on the Sensuality of Products.

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...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Krishna, Aradhna
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Hoboken : Taylor & Francis, 2009.
Temas:
Marketing > Psychological aspects.
New products > Psychological aspects.
Sensuality.
Senses and sensation.
Consumer behavior.
Psychology.
Astronomy.
Marketing > Aspect psychologique.
Sensualité.
Sens et sensations.
Consommateurs > Comportement.
Consumer behavior
Marketing > Psychological aspects
Senses and sensation
Sensuality
Marknadsföring > psykologiska aspekter.
Känslor.
Konsumentpsykologi.
Förnimmelser.
Produktutveckling > psykologiska aspekter.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Book Cover; Title; Copyright; Contents; Preface and Acknowledgments; About the Editor; Contributors; 1 An Introduction to Sensory Marketing; Section I: Haptics; 2 Does Touch Matter? Insights From Haptic Research in Marketing; 3 Touch: A Gentle Tutorial With Implications for Marketing; 4 Understanding the Role of Incidental Touch in Consumer Behavior; 5 Informational and Affective Influences of Haptics on Product Evaluation: Is What I Say How I Feel?; Section II: Olfaction; 6 Scent Marketing: An Overview.

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