Presentation on theme: "Chapter 2 Perception CONSUMER BEHAVIOR, 10e Michael R. Solomon"— Presentation transcript: 1 Chapter 2 Perception CONSUMER BEHAVIOR, 10e Michael R. Solomon Show
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Sensation and Perception 3 The Perceptual Process 4 Sensory Systems Vision Scent Sound Touch Taste 5
Color Vision Color provokes emotion 6 Psycho-physical
Illusions 7 Smell Odors create
mood and promote memories: Coffee = childhood, home 8 Hearing
Sound affects people’s feelings and behaviors
9 Touch Haptic Senses — or “touch”— is the most basic of senses; we learn this before vision and smell Haptic senses affect product experience and
judgment Kansei engineering: Japanese philosophy that translates customers’ feelings into design elements Marketers that use touch: perfume companies, car makers, furniture manufacturers 10 The Importance of Product Design 11 Taste Flavor houses develop new concoctions for consumer palates 12 For Reflection Some studies suggest that as we age, our sensory detection abilities decline. What
are the implications of this phenomenon for marketers who target elderly consumers? 13 Psychophysics & Sensory Thresholds 14
Sensory Thresholds The absolute threshold refers to the minimum amount of stimulation a person can detect on any given sensory channel The differential threshold refers to the ability of a sensory system to detect changes in or differences between two stimuli Weber’s Law The absolute threshold means that the stimulation used by marketers must be sufficient to register. For instance, a highway billboard might have the most entertaining
copy ever written, but this genius is wasted if the print is too small for passing motorists to see it. The differential threshold refers to the ability of a sensory system to detect changes in or differences between two stimuli. The minimum difference we can detect between two stimuli is the j.n.d. (just noticeable difference). Sometimes a marketer may want to ensure that consumers notice a change, as when a retailer offers merchandise at a discount. In other situations, the marketer may want
to downplay the fact that it has made a change, such as when a store raises a price or a manufacturer reduces the size of a package. A consumer’s ability to detect a difference between two stimuli is relative. A psychophysicist named Ernst Weber found that the amount of change required for the perceiver to notice a change systematically relates to the intensity of the original stimulus. The stronger the initial stimulus, the greater a change must be for us to notice it. This
relationship is known as Weber’s Law. 15 Sensory Thresholds Differential threshold: differences in sensation between two stimuli Minimum difference between two
stimuli needed for detection is the JND (just noticeable difference) Example: packaging updates must be subtle enough over time to keep current customers from recognizing changes 16 Sensory Thresholds (cont.)
17 Sensory Thresholds The concept of sensory threshold is important for marketing communications Exposure occurs when a stimulus comes within the range of someone’s sensory
receptors. Consumers concentrate on some stimuli, but are unaware of others. There are some stimuli we simply cannot perceive. Psychophysics is the science that explains how the physical environment is integrated into our personal, subjective world. When we define the lowest intensity of a stimulus that our brains can register we are speaking of its threshold. The images in the slide illustrate how Pepsi has changed its logo over the years. If the difference didn’t pass our sensory threshold, we
wouldn’t notice the logo had changed. 18 Subliminal Stimuli & Perception
19 Closure, Gestalt and Mental Schema 20 People constantly engage in Selective Attention 21 Sensory Overload Products and commercial
messages often appeal to our senses, but because of the profusion of these messages, most won’t influence us. Sensory marketing means that companies pay extra attention to how our sensations affect our product experiences. Marketers recognize that our senses help us to decide which products appeal to us.
22 Attention Competition for our attention Exposed to 3,500+ ads per day Other stimuli Younger consumers can better process information from more than one medium
at a time The multi-tasking “myth”… 23 How Do Marketers Get Attention? 24 Personal Selection (cont.) 25 Stimulus Selection Factors 26 For
Reflection How have you seen brands use size, color, and novelty to encourage you to pay attention to them? Were the techniques effective?
27 Interpretation Interpretation refers to the meaning we assign to sensory
stimuli Through priming, certain properties of a stimulus evoke a schema The meaning we assign to a stimulus depends on the schema, or set of beliefs, to which we assign it. In a process called priming, certain properties of a stimulus evoke a schema. This leads us to compare the stimulus to other similar ones. In this ad for Toyota, the living room evokes an image of a car because of the seat arrangement.
28 Factors Leading to Adaptation / Habituation 29 Stimulus Organization 30 Application of the Figure-Ground Principle
31 Interpretational Biases Which of the following refers to the extent to which processing activity is devoted to a particular stimulus quizlet?Attention: refers to the extent to which processing activity is devoted to a particular stimulus. Interpretation: refers to the meanings we assign to sensory stimuli. List the three semiotic components of a marketing message, giving an example of each.
Which of the following refers to the meaning we assign to sensory stimuli?interpretation. the meanings we assign to sensory stimuli. positioning strategy. THIS guides how a company uses elements of the marketing mix to influence the consumer's interpretation of the brand's meaning in the marketplace relative to its competitors.
When a stimulus comes within the range of someone's sensory receptors what occurs?Exposure: Occurs when a stimulus comes within the range of someone's sensory receptors.
What is stimulus selection factors?Stimulus Selection Factors (Attention) Size, Colour, Position, Novelty. Stimulus Selection Factors - Size (Attention) Size of the stimulus in contrast to the competition helps to determine whether it will command attention.
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