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 (Contd) 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 (Contd) 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 Cadillacs Nuance scent = expensive upholstery 10 Hearing Many aspects of sound affect peoples 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 someones 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 (Contd) Differential threshold J.n.d. Webers Law Discussion: Many studies have shown that our sensory detection abilities decline as we grow older....
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03_Consumer_Perception_S1 - Chapter 2 Consumer Perception...

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