03_Consumer_Perception_S1

03_Consumer_Perception_S1 - Chapter 2 Consumer Perception...

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Chapter 2 Consumer Perception
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“Perception is Reality” Louis Cheskin
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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
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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
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5 Sensation & Perception (Cont’d) Perception Process by which sensations are selected, organized, and interpreted Adding meaning to raw sensations
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6 Sensory Systems We receive external stimuli through our five senses Perceptual process begins with sensory input Hedonic Consumption Design/form = function/substance
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7 Vision Color Color provokes emotion Reactions to color are biological & cultural Color in marketing is serious business!
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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
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9 Smell Odors = mood & memory (limbic system) Fresh cinnamon buns = male sexual arousal Scented marketing Cadillac’s “Nuance” scent = expensive upholstery
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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
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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
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12 Taste “Flavor houses” (e.g., Alpha M.O.S.) Develop new concoctions for consumer palates Cultural changes determine desirable tastes
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13 Exposure A stimulus comes within range of someone’s sensory receptors We can concentrate, ignore, or completely miss stimuli
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14 Sensory Thresholds Psychophysics Absolute threshold Dog whistle Billboard with too small print
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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. Discuss the implications of the absolute threshold for marketers attempting to appeal to the elderly.
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16 Subliminal Perception It is believed that many ads are designed to be perceived unconsciously (below threshold of recognition) Subliminal Techniques Embeds Subliminal auditory perception
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