Solomon Ch - 2 Revised

Solomon Ch 2 - Chapter 2 Perception By Michael R Solomon Consumer Behavior Buying Having and Being Sixth Edition 2-1 Sensation and Perception

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2 - 1 Chapter 2 Perception By Michael R. Solomon Consumer Behavior Buying, Having, and Being Sixth Edition
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2 - 2 Sensation and Perception Sensation: The immediate response of our sensory receptors (eyes, ears, nose, mouth, fingers) to basic stimuli such as light, color, sound, odors, and textures Perception: The process by which sensations are selected, organized, and interpreted The Study of Perception: Focuses on what we add to raw sensations to give them meaning
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2 - 3 An Overview of the Perception Process Figure 2.1
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2 - 4 Sensory Systems External stimuli, or sensory inputs, can be received on a number of different channels. Inputs picked up by our five senses are the raw data that begin the perceptual process. Hedonic Consumption: The multisensory, fantasy, and emotional aspects of consumers’ interactions with products
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2 - 5 Sensory Systems - Vision Marketers rely heavily on visual elements in advertising, store design, and packaging. Meanings are communicated on the visual channel through a product’s color, size, and styling. Colors may influence our emotions more directly. Arousal and stimulated appetite (e.g. red) Relaxation (e.g. blue)
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2 - 6 Sensory Perceptions - Vision Some reactions to color come from learned associations. (e.g. Black is associated with mourning in the United States, whereas white is associated with mourning in Japan.) Color plays a dominant role in Web page design.
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Sensory Perceptions - Vision Trade Dress: Colors that are strongly associated with a corporation, for which the company may have exclusive rights for their use.
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This note was uploaded on 06/17/2011 for the course BUS 347 taught by Professor Cherylluczak during the Fall '10 term at St. Xavier.

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Solomon Ch 2 - Chapter 2 Perception By Michael R Solomon Consumer Behavior Buying Having and Being Sixth Edition 2-1 Sensation and Perception

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