StudentChapter 2

StudentChapter 2 - Chapter 2 Perception 2011 , 2- 1...

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© 2011 , 2-1 Chapter 2 Perception
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2-2 4/2/12 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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2-3 4/2/12 Figure 2.1 Perceptual Process We receive external stimuli through our five senses
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2-4 4/2/12 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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2-5 4/2/12 Sensory Systems Our world is a symphony of colors, sounds, odors, tastes Advertisements, product packages, radio and TV commercials, billboards provide sensations
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2-6 4/2/12 Vision 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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2-7 4/2/12 Scents Odors create mood and promote memories: Coffee = childhood, home Cinnamon buns = sex Marketers use scents: Inside products In promotions (e.g., scratch ‘n sniff)
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2-8 4/2/12 Sound Sound affects people’s feelings and behaviors Phonemes: individual sounds that might be more or less preferred by consumers Example: “i” brands are “lighter” than “a” brands
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This note was uploaded on 04/01/2012 for the course ECON 340 taught by Professor Staff during the Spring '08 term at Wichita State.

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StudentChapter 2 - Chapter 2 Perception 2011 , 2- 1...

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