Customer Sense: How the 5 Senses Influence Buying Behaviour

摘要

Sensory marketing refers to the application of understanding of sensation and perception to the field of marketing -to consumer perception, cognition, emotion, learning, preference, choice or evaluation (Krishna, 2012). Our senses play an important role in shaping our thoughts and beliefs, which in turn contribute greatly in formulating our consumption-related decisions. It is hence indispensable for the marketer to understand the role played by each of the senses in shaping the consumers' consumption-related decisions. The author is a Professor of Marketing at the Ross School of Business in the University of Michigan, USA. She is one of the top authorities in the field of sensory marketing, and her articles on this subject have appeared in top academic journals. This book is based on her 20 years of rigorous research work done on sensory marketing. It integrates findings derived from the author's research and research of other scholars in the areas of marketing, cognitive psychology and neuroscience.