This one-day workshop brings together scholars from various disciplines, including marketing, history, and anthropology, to explore how businesses developed marketing strategies to appeal to consumers’ senses from the nineteenth century to today. Attention to sensory appeals became a crucial part of business strategies in the modern consumer-oriented economy. The workshop will encourage participants to explore such themes as the creation of sensory experience in modern capitalist society from cross-cultural perspectives, the impact of technological development on sensory perception, the commercialization of the senses, and the construction of knowledge about the senses. The program will feature HBS faculty Gerald Zaltman and John Quelch, as well as prominent scholars in the studies of the senses and the history of science, David Howes, Steven Shapin, and David Suisman.
You can found the more information, including the program, on the conference website.
This event is open to faculty and students. Please RSVP your attendance to Ai Hisano.