How do the five human senses influence consumer perception, brand loyalty, and the ultimate decision to purchase a product? Aradhna Krishna, a professor of marketing, synthesizes academic research to examine the psychological mechanisms behind sensory branding. The text provides a framework for understanding how sight, sound, smell, taste, and touch are utilized by corporations to create distinct product identities and enhance the overall consumer experience.

Experts recognize this work as a foundational text for understanding the intersection of sensory science and commercial strategy. Readers frequently note the academic density of the prose, which makes it a standard reference for students and professionals in the field of consumer behavior.