Sensory marketing is on the rise. The subconscious, non-rational influences on consumer behavior and perception are studied more and more. The key words for this are priming, expectations, sensation transference, crossmodal correspondences and embodiment.This book provides an overview based on the state-of-the-art scientific research and will explain to you why lemons taste sharp and thus it is better to serve them on an angular plate instead of a round one; social opinions influence product evaluation; you truly judge a book by its cover and that your product must really much its package and name to be successful! …and much more…This book is recommended to everyone connected to marketing research but will also offer some interesting insights to the layman who can take a look at how products can influence and manipulate your perception of products… Or people who just want prove that lemons are truly fast…________________REVIEW BY PALLAVI RAJAIN Research Scholar Department of Management Studies Deenbandhu Chhotu Ram University of Scienceand TechnologyMurthal (Sonepat), Haryana, IndiaPublished In: VIKALPA 41(3):[…] Through this book, the author provides a general framework of the influence of various senses on perception where each of the sensations together with cognition generates perception that cannot be separated from the other. The perception in turn influences the consumer’s behaviour and decision-making ability, thus, providing advantage to companies who are interested in creating a competitive edge among a wide variety of products. Although the various aspects of sensory marketing have been thoroughly explored, the author could not include more terms relevant to this literature due to the elementary nature of the book. This book is recommended to everyone connected to marketing research, particularly the students interested in exploring the concept of sensory marketing. It will also offer some interesting insights to the layman who can take alook at how sensory aspects of products can influence and manipulate their perception of products. Several research hints are provided throughout the book which can be checked online (either free or for a small fee) if anyone is interested in pursuing a particular topic further.
