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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.
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CUSTOMER SENSE 9780230341739_01_pre.indd i 12/22/2012 11:55:26 AM 9781137033697_01_pre.indd vi 7/20/2012 6:35:37 PM CUSTOMER SENSE How the 5 Senses Influence Buying Behavior ARADHNA KRISHNA 9780230341739_01_pre.indd iii 12/22/2012 11:55:29 AM customer sense Copyright © Aradhna Krishna, 2013. All rights reserved. First published in 2013 by PALGRAVE MACMILLAN® in the United States—a division of St. Martin’s Press LLC, 175 Fifth Avenue, New York, NY 10010. Where this book is distributed in the UK, Europe and the rest of the world, this is by Palgrave Macmillan, a division of Macmillan Publishers Limited, registered in England, company number 785998, of Houndmills, Basingstoke, Hampshire RG21 6XS. Palgrave Macmillan is the global academic imprint of the above companies and has companies and representatives throughout the world. Palgrave® and Macmillan® are registered trademarks in the United States, the United Kingdom, Europe and other countries. ISBN: 978–0–230–34173–9 Library of Congress Cataloging-in-Publication Data Krishna, Aradhna. Customer sense : how the 5 senses influence buying behavior / Aradhna Krishna. p. cm. ISBN 978–0–230–34173–9 (alk. paper) 1. Marketing—Psychological aspects. 2. Consumer behavior. 3. Senses and sensation. I. Title. HF5415.K674 2013 658.8⬘342—dc23 2012035568 A catalogue record of the book is available from the British Library. Design by Newgen Imaging Systems (P) Ltd., Chennai, India. First edition: April 2013 10 9 8 7 6 5 4 3 2 1 Printed in Hong Kong. 9780230341739_01_pre.indd iv 12/22/2012 11:55:29 AM To Papa for introducing me to sensorially lush things in life—chocolate, crisp toast, corduroy, Himalayan air, horse manure, and shoe polish . . . and to Ma, Vidya, and Meera 9780230341739_01_pre.indd v 12/22/2012 11:55:29 AM 9781137033697_01_pre.indd vi 7/20/2012 6:35:37 PM CONTENTS List of Illustrations ix Acknowledgments xi 1 Introduction: What Is Sensory Marketing? 1 2 Vision 19 3 Audition 51 4 Smell 77 5 Taste 103 6 Touch 127 7 Conclusion 151 Notes 169 Author's Biography 175 Index 179 9780230341739_01_pre.indd vii 12/22/2012 11:55:29 AM 9781137033697_01_pre.indd vi 7/20/2012 6:35:37 PM ILLUSTRATIONS 1.1 Microsoft Logo