Read Book Online The Sense And Nonsense Of Consumer Product Testing

Read Book Online The Sense And Nonsense Of
              Consumer Product Testing

Written by Priya Raghubir and release on 2009 by Now Publishers Inc book publisher, The Sense And Nonsense
Of Consumer Product Testing Book now available for free download. The Sense And Nonsense Of Consumer
Product Testing is one of the best business & economics book that gave you everything love about reading. The
Sense And Nonsense Of Consumer Product Testing Book last download at 2015-03-08 05:05:34, the book has 60
page that contain valuable material with lovely reading experience. You can find and Free Download The Sense
And Nonsense Of Consumer Product Testing book with code of ISBN 9781601982629.

The Sense And Nonsense Of Consumer Product Testing Book Content Preview: The Sense and Nonsense of
Consumer Product Testing reviews the classic issue of product taste testing based on recent advancements made in
psychology, neuroscience, and marketing, on how sensory cues affect product judgments. The authors: examine the
implications that the five different sensory modalities (the olfactory, auditory, tactile, gustatory and visual systems)
interact with each other, rather than exert independent influences, to define a customer's experience; propose that
since consumers are unaware of the influence of a range of stimuli on their judgments and experience, they cannot

explicate them, creating methodological challenges for managers to collect valid and reliable consumer insights
regarding the consumers' experience; propose that the methodological paradigm of taste testing can be used to
examine the effect of strategic and tactical marketing mix decisions. The goal of this monograph is to use the taste-
test as a paradigm to understand how consumers make a range of sensory decisions combining intrinsic product
information with the information available in the environment -- specifically the research testing context. The
Sense and Nonsense of Consumer Product Testing yields reliable insights for managers that would be elusive using
standard survey techniques, and adds to the nascent, but growing, literature in marketing on how sensory product
experience is multi-modal.

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