Exam 1 ch. notes
SENSORY SYSTEMS 45
Gary would be surprised to know that many people buy heated milk in small cartons that are heated to take away the bacteria that spoils it and could last to up to 5-6 months without refrigeration.
Milk consumption in US has decreased that’s why the Milk Industry Foundation pumped $44 million into an advertising campaign to promote milk drinking (“Got Milk?”)
We each put our personal “spin” on things as we assign meanings consistent with our own unique experiences, biases, and desires.
Sensation refers to the immediate response of our sensory receptors (eyes, ears, nose, mouth, fingers, skin) to basic stimuli such as light, color, sound, odor, and texture.
Perception is the process by which people select, organize, and interpret these sensations. The study of perception focuses on what we add to these raw sensations in order to give them meaning.
Like computers, we undergo stages of information processing in which we input and store stimuli. Unlike computers, though, we do not passively process whatever information happens to be present.
The three stages of exposure, attention, and interpretation make up the process of perception.
Our brains receive external stimuli, or sensory inputs, on a number of channels. The inputs our five senses (sights, sounds, smells, tastes, textures) detect are the raw data that begin the perceptual process. Sensory data emanating from the external environment can generate internal sensory experiences. Marketer’s messages are more effective when they speak to us via multiple sensory channels.
Hedonic consumption: multisensory, fantasy, and emotional aspects of consumers’ interactions with products.
Hedonic Consumption and the Design Economy 47
As manufacturing costs go down and the amount of “stuff” that people accumulate goes up, consumers increasingly want to buy things that will provide hedonic value in addition to simply doing what they’re designed to do.
The new focus on emotional
Gary would be surprised to know that many people buy heated milk in small cartons that are heated to take away the bacteria that spoils it and could last to up to 5-6 months without refrigeration.
Milk consumption in US has decreased that’s why the Milk Industry Foundation pumped $44 million into an advertising campaign to promote milk drinking (“Got Milk?”)
We each put our personal “spin” on things as we assign meanings consistent with our own unique experiences, biases, and desires.
Sensation refers to the immediate response of our sensory receptors (eyes, ears, nose, mouth, fingers, skin) to basic stimuli such as light, color, sound, odor, and texture.
Perception is the process by which people select, organize, and interpret these sensations. The study of perception focuses on what we add to these raw sensations in order to give them meaning.
Like computers, we undergo stages of information processing in which we input and store stimuli. Unlike computers, though, we do not passively process whatever information happens to be present.
The three stages of exposure, attention, and interpretation make up the process of perception.
Our brains receive external stimuli, or sensory inputs, on a number of channels. The inputs our five senses (sights, sounds, smells, tastes, textures) detect are the raw data that begin the perceptual process. Sensory data emanating from the external environment can generate internal sensory experiences. Marketer’s messages are more effective when they speak to us via multiple sensory channels.
Hedonic consumption: multisensory, fantasy, and emotional aspects of consumers’ interactions with products.
Hedonic Consumption and the Design Economy 47
As manufacturing costs go down and the amount of “stuff” that people accumulate goes up, consumers increasingly want to buy things that will provide hedonic value in addition to simply doing what they’re designed to do.
The new focus on emotional