"This book differs in that (the content) is underpinned by psychological theories and methodological approaches. The outcome of a conference event, current research is discussed alongside contemporary and familiar sensory marketing examples, and should appeal to academics and marketing professionals alike." - Jenna Condie, postgraduate researcher, University of Salford, UK, in The Psychologist "Understanding the role that the touch, ... Read moretaste, smell and sight play in marketing is important and underserved. Aradhna Krishna's new edited book is thorough and wide-ranging, as well as thought provoking and illuminating. This will be an influential book, critical for anyone studying the impact of senses in marketing." - Jennifer Aaker, General Atlantic Professor of Marketing, Stanford University "Professor Krishna has successfully tackled the challenge of bringing together academic authorities on all the senses that influence our emotions and decision-making. A "must read" for every product marketer and branding expert." - Harald H. Vogt, Founder & Chief Marketer, Scent Marketing Institute "This book on Sensory Marketing is way overdue. Written by our leading scholars on topics ranging from visual equity to smell to sounds, marketers are no longer sitting on the sidelines. Technology-enabled Sensual Marketing is an important new practical frontier and this book will become the seminal guide." - Eric T. Bradlow, Editor-in-Chief, Marketing Science "Traditional marketing strategies have focused on winning over consumers through visual and auditory communications. This narrow focus ignores the other sensory aspects that make up the consumers’ experience. This book on sensory marketing is a delightful reminder that the touch, taste, smell, sound, and look of a product all play an important role in affecting our perception, attitude, emotions and consumption of the product. The collection of chapters containing summaries of the cutting-edge research in each area makes catching up both fun and efficient." - Angela Y. Lee, Kellogg School of Management, Northwestern University Show Less