Customer Sense

Customer Sense

How the 5 Senses Influence Buying Behavior

By Aradhna Krishna

Palgrave MacMillan, Hardcover, 9780230341739, 185pp.

Publication Date: April 9, 2013

Description
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.


Praise For Customer Sense

"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