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Customer Sense

How the 5 Senses Influence Buying Behavior

Authors: Krishna, Aradhna

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eBook $19.99
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  • ISBN 978-1-137-34605-6
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  • Download immediately after purchase
Hardcover $34.00
price for USA
  • ISBN 978-0-230-34173-9
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Softcover $32.00
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  • ISBN 978-1-349-34442-0
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
About this book

An insightful look at how touch, taste, smell, sound, and appearance effect how customers relate to products on a sensory level, and how small sensory changes can make a huge impact. Customer Sense describes how managers can use this knowledge to improve packaging, branding, and advertising to captivate the consumer's senses.

About the authors

Dr. Aradhna Krishna is the Dwight F. Benton Professor of Marketing at the Ross School of Business, University of Michigan, USA having previously served as a faculty member at Columbia University, New York University, and the National University of Singapore. Her work on investigating how consumers respond to changes in pricing, promotion, packaging, and branding has been cited in The New York Times, The Wall Street Journal, the Chicago Tribune, the Huffington Post, and on NPR. She has had numerous articles published in venues such as the Journal of Consumer Research, Journal of Economic Theory, Journal of Consumer Psychology, Management Science, Journal of Retailing, Journal of Marketing, Journal of Experimental Psychology, and the Harvard Business Review. She is the senior area editor for the Journal of Consumer Psychology and an area editor for Management Science, and she sits on the editorial board of the Journal of Marketing Research as well as the Journal of Consumer Research. She has also worked with companies such as Best Buy, Procter & Gamble, Dell, and Hallmark.

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


Table of contents (7 chapters)

Buy this book

eBook $19.99
price for USA
  • ISBN 978-1-137-34605-6
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Download immediately after purchase
Hardcover $34.00
price for USA
  • ISBN 978-0-230-34173-9
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Softcover $32.00
price for USA
  • ISBN 978-1-349-34442-0
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.

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Bibliographic Information

Bibliographic Information
Book Title
Customer Sense
Book Subtitle
How the 5 Senses Influence Buying Behavior
Authors
Copyright
2013
Publisher
Palgrave Macmillan US
Copyright Holder
Aradhna Krishna
eBook ISBN
978-1-137-34605-6
DOI
10.1057/9781137346056
Hardcover ISBN
978-0-230-34173-9
Softcover ISBN
978-1-349-34442-0
Edition Number
1
Number of Pages
XIII, 185
Number of Illustrations and Tables
1 b/w illustrations, 7 illustrations in colour
Topics