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.
Зміст
Introduction 1. Vision 2. Audition 3. Smell 4. Taste 5. Touch Conclusion
Про автора
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.
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