03_Consumer_Perception_S1

03_Consumer_Perception_S1 - Chapter 2 Consumer Perception...

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Unformatted text preview: Chapter 2 Consumer Perception “Perception is Reality” Louis Cheskin 3 Overflowing Sensations • Our world is a symphony of colors, sounds, odors, tastes, etc. – Marketers contribute to the commotion – Advertisements, product packages, radio & TV commercials, billboards 4 Sensation & Perception • Sensation – Immediate response of our sensory receptors… • …eyes, ears, nose, mouth, fingers… – …to basic stimuli… • …such as light, color, sound, odor, and texture 5 Sensation & Perception (Cont’d) • Perception – Process by which sensations are selected, organized, and interpreted • Adding meaning to raw sensations 6 Sensory Systems • We receive external stimuli through our five senses – Perceptual process begins with sensory input • Hedonic Consumption – Design/form = function/substance 7 Vision • Color – Color provokes emotion – Reactions to color are biological & cultural – Color in marketing is serious business! 8 Vision (Cont’d) • Size – We tend to eat more: • When food container is larger • When our plate still contains food • When we see assortment of foods – We focus on height rather than width when pouring liquid into a glass VERTICAL HORIZONTAL ILLUSION 9 Smell • Odors = mood & memory (limbic system) – Fresh cinnamon buns = male sexual arousal – Scented marketing • Cadillac’s “Nuance” scent = expensive upholstery 10 Hearing • Many aspects of sound affect people’s feelings and behaviors – Phonemes of brands = unique product meanings • “i” brands are “lighter” than “a” brands 11 Touch • Haptic senses affect product experience & judgment • Kansei engineering • Fabric textures and surfaces with products & packaging Perception Male Female High Class Wool Silk Fine Low Class Denim Cotton Heavy Light Course MAZDAUSA.COM 12 Taste • “Flavor houses” (e.g., Alpha M.O.S.) – Develop new concoctions for consumer palates • Cultural changes determine desirable tastes 13 Exposure • A stimulus comes within range of someone’s sensory receptors – We can concentrate, ignore, or completely miss stimuli 14 Sensory Thresholds • Psychophysics • Absolute threshold – Dog whistle – Billboard with too small print 15 Sensory Thresholds (Cont’d) • Differential threshold – J.n.d. – Weber’s Law • Discussion: Many studies have shown that our sensory detection abilities decline as we grow older....
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This document was uploaded on 11/04/2011 for the course MKGT 633 at S.F. State.

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03_Consumer_Perception_S1 - Chapter 2 Consumer Perception...

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