Must Read Sensory Marketing Book on Sensuality of Products

If you haven't read the new Sensory Marketing, Research on the Sensuality of Products, you are missing out. While I have followed Dr. Aradhna Krishna for a few years, I did not fully appreciate or understand the depth and breadth of sensory marketing.  Her book is a real eye opener.

Reading the book gives you the opportunity to explore life in a whole new way, and think about things you never could have imagined. Today I was reading about our sense of smell - and Dr. Krishna explains that scent is the only sense that we have a dual sensory modality - sensing objects from the internal self vs. the external self (from the nose or from the back of the mouth). There are things that smell good and taste bad, and things that smell bad and taste good (i.e. cheese).