solomon_cb08_02 - Perception Chapter2 CONSUMER BEHAVIOR,8e...

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Chapter 2 Perception CONSUMER  BEHAVIOR, 8e Michael Solomon
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Prentice-Hall, cr 2009   2-2 Learning Objectives When you finish this chapter you should understand why: Perception is a three-stage process that translates raw stimuli into meaning. Products and commercial messages often appeal to our senses, but we won’t be influenced by most of them. The design of a product today is a key driver of its success or failure. Subliminal advertising is a controversial—but largely ineffective—way to talk to consumers.
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Prentice-Hall, cr 2009   2-3 Learning Objectives (Cont’d) We interpret the stimuli to which we do pay attention according to learned patterns and expectations. The science of semiotics helps us to understand how marketers use symbols to create meaning.
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Prentice-Hall, cr 2009   2-4 Shelf-Stable Milk in America? Parmalat Shelf-stable milk sold in Europe Lasts 5–6 months unopened without refrigeration Challenge: How to change American perception that milk is not spoiled or unhealthy
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Prentice-Hall, cr 2009   2-5 Sensation and Perception Sensation is the immediate response of our sensory receptors (eyes, ears, nose, mouth, and fingers) to basic stimuli (light, color, sound, odor, and texture). Perception is the process by which sensations are selected, organized, and interpreted.
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Prentice-Hall, cr 2009   2-6 The Process of Perception Figure 2.1 We receive external stimuli through our five senses
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Prentice-Hall, cr 2009   2-7 Sensory Systems Our world is a symphony of colors, sounds, odors, tastes, etc. Marketers contribute to the commotion Advertisements, product packages, radio and TV commercials, billboards provide sensations
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Prentice-Hall, cr 2009   2-8 Hedonic Consumption Hedonic consumption: multisensory, fantasy, and emotional aspects of consumers’ interactions with products Marketers use impact of sensations on consumers’ product experiences
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Prentice-Hall, cr 2009   2-9 Vision Color Color provokes emotion Reactions to color are biological and cultural Color in the United States is becoming brighter and more complex Trade dress: colors associated with specific companies
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Prentice-Hall, cr 2009   2-10 Vertical-Horizontal Illusion Which line is longer: horizontal or vertical? If you’re given two 24 oz. glasses, you will pour more into the shorter, wider glass than the taller glass because you focus more on height than width Answer: both lines are same length Figure 2.2
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Prentice-Hall, cr 2009   2-11 Smell Odors create mood and promote memories: Coffee = childhood, home Cinnamon buns = sex Marketers use scents: Inside products In promotions (e.g., scratch ‘n sniff) In Smellavision
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Prentice-Hall, cr 2009   2-12 Hearing Sound affects people’s feelings and behaviors Phonemes: individual sounds that might be more or
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This document was uploaded on 10/27/2011 for the course BUSINESS ALL at Texas Tech.

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solomon_cb08_02 - Perception Chapter2 CONSUMER BEHAVIOR,8e...

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