Run Time: 29 minutes
We encounter labels every day, in products and across categories. Gluten free, organic, local, craft, artisanal … these simple words contain a lot of hidden power. In the season one finale of The Findings Report Podcast we explore the case of Red Bull and vodka, and we follow the story of a research team that had a hunch there was more to its power than “wings.”
Guests Aradhna Krishna and Yann Cornil share insights and the details of their recently published study. And beer industry expert Christina Perozzi discusses the finer points and suggestive power of the labels behind your favorite craft brew.
Dr. Aradhna Krishna is the Dwight F. Benton Professor of Marketing at the Ross School of Business, University of Michigan. She is considered one of the 50 most productive marketing professors in the world. In particular, she is considered the pioneer of the field of sensory marketing. Harvard Business Review recently acknowledged her as “the foremost expert in the field” of sensory marketing. For her leadership role in sensory marketing, Prof. Krishna has been recognized as a Fellow of the Society of Consumer Psychology.
Dr. Krishna defines sensory marketing as: “Marketing that engages the consumers' senses and affects their perception, judgment and behavior.” She suggests that “sensory marketing can be used to create subconscious triggers that characterize consumer perceptions of abstract notions of the product (e.g., its sophistication or quality).”
Her research has been published in leading academic journals and her work has been cited on NPR, New York Times, Herald Tribune, Huffington Post, Wall Street Journal, and several other publications. Dr. Krishna is also the author of two books, Sensory Marketing: Research on the Sensuality of Products and Customer Sense: How the 5 Senses Influence Buying Behavior, which have been translated to multiple languages.
She is a popular keynote speaker at industry and academic conferences and consults with many companies about sensory marketing.
Named Best Beer Sommelier in Los Angeles by Los Angeles Magazine Christina Perozzi, is a Certified Cicerone who has gained a large following as one of the top beer experts in the United States. She is the education director for Goose Island Beer Company in Chicago. In addition she has consulted for many local, national and international breweries, restaurants, bistros, bars, taverns, hotels, etc. She is also an active author, blogger, writer and public speaker.
She was born and raised in St. Louis, MO: home to the largest beer manufacturer in the world, mega-brewery Anheuser Busch. Graduating with degrees in Broadcast Journalism and Speech Communication from Indiana University, Christina headed to Chicago where she honed her event planning skills with the association management firm Smith, Bucklin & Associates.
After moving to Los Angeles (as a musician no less), Christina realized her affinity for the beer world while managing the famous Father’s Office in Santa Monica, CA. Seeing the growing interest in craft beer and the lack of beer knowledge in the world, she started her own consulting company.
In 2009 she co-authored the book The Naked Pint: An Adulterated Guide to Craft Beer with fellow friend in beer Hallie Beaune (The Penguin Group, New York, NY). The duo also have a new book The Naked Brewer: Fearless Homebrewing Recipes, Tips, Tricks & Rulebreaking Recipes (The Penguin Group, New York, NY) Christina is the co-executive editor of the website The Beer Chicks and founder of the online social network and beer blog Beer for Chicks, giving beer expertise from a woman’s perspective. Her mission is to dispel the myths that people have about beer and to bring beer to the forefront of the modern dining experience, raising it to the status it deserves.
Yann Cornil is an Assistant Professor of Marketing at the University of British Columbia, Sauder School of Business, Canada. He received his Ph.D. in Marketing from INSEAD in 2015. Yann Cornil’s research focuses on food choices, sensory perception, and emotional eating. In his most recent work, he studied the placebo effects of alcohol labels on perceived intoxication, the healthy consequences of focusing on sensory pleasure when making food decisions, as well as the impact of sport defeats on the food consumption of supporters.
The Findings Report theme song was composed by Daniel Munkus
Other music heard in this episode:
- Transcription: Lydia Ward
- Production Support: Amanda White