Volume IV: Sensory Marketing
Volume IV of Muma Insights by marketing Professor Dipayan Biswas examines how marketing to the senses is gaining traction among corporations intent on tapping customers' sometimes unconscious desires.
Ever wonder why grocery stores put the bakeries, with the aroma of fresh bread and pies, near the front door, even though the products most people buy, such as milk, cheese, soda, are way in the back? It's all part of sensory marketing. The music you hear blaring out of those trendy mall boutiques isn't there by accident. Marketing research says that the target crowd is lured in with that music. Sensory marketing research nowadays has honed in on consumers' wants and needs without those consumers even aware of it.
About the Author
Dipayan Biswas is a professor of marketing at the University of South Florida's Muma College of Business. He teaches an undergraduate-level course in basic marketing, graduate-level courses in brand management and a PhD-level course in sensory and experiential aspects of marketing. His key research interests include sensory marketing (with focus on retail atmospherics, healthful consumption related to foods/beverages, and sensory aspects of brands), behavioral judgment and decision-making, and digital marketing. Several of his research projects focus on consumption related to food, beverages (alcoholic and non-alcoholic) and scents. His research has been published/forthcoming in the Journal of Consumer Research, Journal of Marketing, and Journal of Marketing Research, among others. Biswas is associate editor of the Journal of Business Research.