Customer Sense: How the 5 Senses Influence Buying Behavior

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Palgrave Macmillan US, Mar 13, 2013 - Business & Economics - 185 pages
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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.

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User Review  - phoenixcomet - LibraryThing

This book really resonated in understanding some aspects of myself and also in understanding the relationship between the 5 senses and business and marketing. Excellent. Read full review

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About the author (2013)

Aradhna Krishna is the Dwight F. Benton Professor of Marketing at the Ross School of Business, University of Michigan. Dr. Krishna received her Ph.D. from New York University in 1989, her MBA from the Indian Institute of Management, Ahmedabad in 1984, and her BA in economics from Delhi University in 1979. Besides the Ross school, she has also spent time at Columbia University, New York University, and the National University of Singapore.

She is considered the pioneer of the field of sensory marketing. She defines Sensory marketing as "marketing that engages the consumers' senses and affects their behaviors." Her research explores ways in which a product's look, feel, taste, sound, and smell contribute to how it is perceived, and how people respond to it. She has been working on sensory marketing since 1989 and has published several research papers on the topic. She organized the first Sensory Marketing conference, which was held in Ann Arbor in June 2008 and attended by academics from marketing and psychology and by practitioners. She also has an edited a book on the topic, 'Sensory Marketing: Research on the Sensuality of products,' a compendium of academic research, released by Routledge in December 2009.

Besides the book, Prof. Krishna has also written an academic review paper on the subject, 'An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior," published in the Journal of Consumer Psychology. In addition to holding conferences and writing books and articles on sensory marketing, she has a research laboratory ( where many of the ideas presented in this book have evolved.

Prof. Krishna is among the fifty most productive researchers in marketing having published more than sixty articles in the most prestigious outlets including the Journal of Marketing Research, Marketing Science, Journal of Consumer Research, Journal of Consumer Psychology, Journal of Marketing, and Harvard Business Review. Her work has been cited in various media such as New York Times, Chicago Tribune, Huffington Post, LA Times, NPR, Economic Times India, Globe and Mail, and Telegraph UK. She is a lead Area Editor for the Journal of Consumer Psychology, an area editor for Management Science and serves on the editorial boards of Journal of Marketing Research, Journal of Consumer Research, and Marketing Science.

She teaches sensory marketing to undergraduate business majors, MBAs and executives across the world. She also consults with numerous firms on issues of product design, package design, advertising and communication, and customer experience design. She has served on the Board of Directors of Northern Technology International Corporation, a consistent Forbes best 200 small company, and has consulted with several firms and served as an expert witness.

She is also a sensuist who enjoys drinking second flush Darjeeling tea in porcelain cups, collecting figurative art prints, listening to a-tonal jazz, cooking foods with strong aromas, and gardening without gloves.