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Sensory Secrets Behind The Stuff We Buy
Updated
Free Press
February 2010
On Sale: February 2, 2010
192 pages
ISBN: 1439172013
EAN: 9781439172018
Paperback (reprint)
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Non-Fiction
Did you know that the gratifying smell that accompanies the
purchase of a new automobile actually comes from a
factory-installed aerosol can containing "new car" aroma? Or
that Kellogg's trademarked "crunch" is generated in sound
laboratories? Or that the distinctive click of a just-opened
jar of Nescafé freeze-dried coffee, as well as the aroma of
the crystals, has been developed in factories over the past
decades? Or that many adolescents recognize a pair of
Abercrombie & Fitch jeans not by their look or cut but by
their fragrance? In perhaps the most creative and authoritative book on how
our senses affect our everyday purchasing decisions, global
branding guru Martin Lindstrom reveals how the world's most
successful companies and products integrate touch, taste,
smell, sight, and sound with startling and sometimes even
shocking results. In conjunction with renowned research
institution Millward Brown, Lindstrom's innovative worldwide
study unveils how all of us are slaves to our senses -- and
how, after reading this book, we'll never be able to see,
hear, or touch anything from our running shoes to our own
car doors the same way again.An expert on consumer shopping
behavior, Lindstrom has helped transform the face of global
marketing with more than twenty years of hands-on
experience. Firmly grounded in science, and disclosing the
secrets of all our favorite brands, Brand Sense shows how we
consumers are unwittingly seduced by touch, smell, sound,
and more.
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