Customer Sense

Customer Sense

How the 5 Senses Influence Buying Behavior

Book - 2013
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For years, marketers have been experimenting with the senses and sensory experiences to create better perceptions of their products. Even with a product as simple as a potato chip, there are many factors that go into the experience of interacting with the chip. How it tastes, how it smells, the sound that eating it makes, and the appearance of its packaging can all influence our perception of the potato chip itself. As scientists and managers begin to recognize the importance of the senses in product design and marketing, more and more products and advertisements have become sensory in nature. Accepting the importance of the senses brings about a change in how a manager views his or her products. What changes can be made in the packaging, branding, and advertising to captivate the consumer's senses? What changes can be made to the product itself? Dr. Krishna helps managers to understand how customers relate to products on a sensory level, detailing the specific interactions unique to each sense and showing them how small sensory changes can make a huge impact. Customer Sense allows managers to unlock the secret world of sensory appeal and to craft unique products and advertisements for their businesses.
Publisher: New York : Palgrave Macmillan, 2013
Edition: 1st ed
ISBN: 9780230341739
Characteristics: xiii, 185 p. : ill. (some col.) ; 25 cm


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JCLChrisK Sep 23, 2013

Customer Sense is full of interesting information, but I felt it just skimmed the surface of every topic. Very little of it seemed revelatory or insightful and most of it was an exercise in stating the fairly obvious. Additionally, Krishna's writing not only emphasized the obvious, it was simply quite dull: "Most uses of music in advertising consist of a tune that enhances the message of the advertisement rather than constituting the central message of the advertisement itself. Therefore, the congruence between the music used and the nature of the commercial is very important. Studies show that when congruence is achieved, music helps viewers of an advertisement better process its message." Two thoughts: "Duh!" and "Yawn." I kept reading because I was sure there would be something to surprise or excite me by the end, but it just never happened. I still think it's a potentially interesting topic, but this book doesn't do it justice.


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