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Coming to Our Senses

In: The Right Sensory Mix

Author

Listed:
  • Diana Derval

    (DervalResearch)

Abstract

In this chapter, we come to our senses and start by answering the following critical questions in Sect. 1.2 with the coffee case (Fig. 1.1): Why do customers prefer a product? Which customers would like my product and why? How can I attract more of them? What is the role of culture, brand credibility and emotions on the purchasing decision? Our investigations lead us into the fascinating world of sensory perception and we discover in Sect. 1.3 why consumer insights are on the tip of our tongue, how taste works, and the possible business applications.

Suggested Citation

  • Diana Derval, 2010. "Coming to Our Senses," Springer Books, in: The Right Sensory Mix, chapter 0, pages 1-22, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-12093-0_1
    DOI: 10.1007/978-3-642-12093-0_1
    as

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