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This textbook delves into the world of sensory marketing in a physical retail setting and offers a comprehensive and coherent view of various sensory cues and their capacity to drive our behaviour through stimulating our senses and creating sensory experiences. It particularly highlights the meaning of the multisensory nature of retail stores and emphasises how cues tend to affect us in combination rather than separately as single cues.
After reading this book, you will be able to:
· Identify various cues in a retailing setting
· Categorise cues into different groups
· Explain how cues affect consumers when they make their daily choices
· Understand the multisensory nature of retail stores and the meaning of cue (in)congruence
· Describe how consumers are likely to respond differently to cue combinations than single cues
· Apply cues in practice and assess their outcomes.
Ideal reading for students taking classes in consumer behaviour, shopper marketing, retail marketing and store design among others, it contains more than 30 global examples from various retail companies, self-reflective questions and decisions-based questions to aid learning.
This textbook delves into the world of sensory marketing in a physical retail setting and offers a comprehensive and coherent view of various sensory cues and their capacity to drive our behaviour through stimulating our senses and creating sensory experiences. It particularly highlights the meaning of the multisensory nature of retail stores and emphasises how cues tend to affect us in combination rather than separately as single cues.
After reading this book, you will be able to:
· Identify various cues in a retailing setting
· Categorise cues into different groups
· Explain how cues affect consumers when they make their daily choices
· Understand the multisensory nature of retail stores and the meaning of cue (in)congruence
· Describe how consumers are likely to respond differently to cue combinations than single cues
· Apply cues in practice and assess their outcomes.
Ideal reading for students taking classes in consumer behaviour, shopper marketing, retail marketing and store design among others, it contains more than 30 global examples from various retail companies, self-reflective questions and decisions-based questions to aid learning.
Matti Kautto is a retail industry expert and holds a Doctorate in Business Administration. He has decades of experience in retail business management within the K Group. Kautto earned his doctorate from Aalto University in 2019 and has co-authored several retail-related publications with Arto Lindblom and Lasse Mitronen. He is also an experienced lecturer in retail management at various universities.
Lasse Mitronen is an Adjunct Professor at Tampere University, Finland. He has extensive experience in the retail industry, as well as in international business research and development. Mitronen has published works on topics such as network management, customer relationship management, and strategic leadership in books and academic articles, both domestically and internationally. He is actively involved in executive education and lectures in various leadership training programs.
1. Why do we choose how we choose?.- 2. Consumer psychology and psychological factors affecting our choices.- 3. The goal and scope of this book.- 4. Identifying cues and their effects in a retail store.- 5. The multisensory nature of a retail store and joint effects of cues.- 6. Factors that accelerate or inhibit the effects of cues in a retail store.- 7. Key points of this book.- 8. Engaging in sensory marketing in practice.- 9. What to explore next?.- 10. Concluding remarks.- Glossary
| Erscheinungsjahr: | 2023 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Recht, Sozialwissenschaften, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: |
xv
237 S. 30 s/w Illustr. 4 farbige Illustr. 237 p. 34 illus. 4 illus. in color. |
| ISBN-13: | 9783031475146 |
| ISBN-10: | 3031475143 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: | Lindblom, Arto |
| Hersteller: |
Springer
Springer International Publishing AG |
| Verantwortliche Person für die EU: | Springer Verlag GmbH, Tiergartenstr. 17, D-69121 Heidelberg, juergen.hartmann@springer.com |
| Maße: | 235 x 155 x 15 mm |
| Von/Mit: | Arto Lindblom |
| Erscheinungsdatum: | 15.12.2023 |
| Gewicht: | 0,394 kg |
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