| 000 | 02308cam a2200313 i 4500 | ||
|---|---|---|---|
| 001 | 9691556 | ||
| 005 | 20240625153119.0 | ||
| 008 | 191030t20202020enka b 001 0 eng d | ||
| 010 | _a2019952515 | ||
| 020 | _a9781526423252 | ||
| 035 | _aon1125348346 | ||
| 039 | _aexclude | ||
| 040 | _cTBS | ||
| 041 | _aeng | ||
| 050 | 4 |
_aHF5415 _b.H854 2020 |
|
| 100 |
_aHultén, Bertil _d1949- _eauthor _923739 |
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| 245 | 1 | 0 |
_aSensory marketing _b: an introduction _c/ Bertil Hultén. |
| 260 |
_aLondon ; _aThousand Oaks, CA: _bSage Publications, _c2020. |
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| 300 |
_avii, 230 pages : _billustrations, charts (black and white) ; _c25 cm. |
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| 504 | _aIncludes bibliographical references (pages 213-225) and index. | ||
| 505 | _a1. Sensory marketing principles — 2. The sensory brain — 3. Sensory principles for vision — 4. Sensory principles for sound — 5. Sensory principles for smell — 6. Sensory principles for touch — 7. Sensory principles for taste — 8. Multi-sensory principles. | ||
| 520 | _aIn sensory marketing, the human senses have a significant impact on individual's emotions, cognitions, and behavior in buying and consumption processes. So far, marketing, branding, and retailing theories have ignored the importance of the human senses for business practice. In a global consumption culture, individualization as lifestyle is a major driving force for companies in creating multisensory experiences, especially for generations X, Y and Z. This book presents the notion of sensory marketing, the role of the human brain and the characteristics of the five human senses in relation to societal cultures and service environments, as well as brands and products. In particular, how sensory cues and stimuli, sensory perceptions and sensory symbolism are related to individuals' affections, cognitions, and behavior. Moreover, multisensory interplay is presented in understanding its impact on the individual's product choice, product evaluation and purchase decisions. Every chapter presents a case study illustrating the leading principles behind sensory marketing. | ||
| 650 | 0 |
_aMarketing _91020 |
|
| 650 | 0 |
_aSenses and sensation _911627 |
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| 650 | 0 |
_aSensory stimulation _923740 |
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| 650 | 0 |
_aConsumers _xPsychology _97445 |
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| 650 | 0 |
_aConsumer behavior _9997 |
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| 942 | _2lcc | ||
| 999 |
_c4233 _d4233 |
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