The modal scientific approach in consumer research is to deduce hypotheses from existing theory about relationships between theoretic constructs, test those relationships experimentally, and then show “process” evidence via moderation and mediation. This approach has its advantages, but...

In this essay we review the evidence from marketing research about price presentation of consumer products and discuss how these lessons have been applied — consciously or unconsciously — in the design of the U.S. tax system. Our perspective is that, in most situations, the designers of the...

"What is sensory marketing and why is it interesting and also important? Krishna defines it as "marketing that engages the consumers senses and affects their behaviors." In this edited book, the authors discuss how sensory aspects of products, i.e., the touch , taste, smell, sound, and look of...

1. An introduction to sensory marketing -- 2. Does touch matter? : insights from Haptic research in marketing / Joann Peck -- 3. Touch : a gentle tutorial with implications for marketing / Roberta L. Klatzky -- 4. Understanding the role of incidental touch in consumer behavior / Andrea C....