Perception in Marketing
OBJECTIVE 1: Sensory Systems:
$44 milion dollars was pumped into the Milk industry for advertisement due to teens drinking more soda.
Consumers are never far from advertisements, product packages, radio television commercials, and billboards-ALL CLAMORING FOR OUR ATTENTION.
The messages to which we do choose to pay attention often wind up differeing from what the sponsors intended, as our own unique experiences, biases, and desires.
Sensation: refers to the immediate response of our sensory receptors (eyes, ears, nose, mouth, fingers) to basic stimuli such as light, color, sound, odor and texture.
Perception: the process by which people select, organize, and interpret these sensations.
Information processing: we undergo stages of this when we are involved with stimuli
We often notice a small amount of stimuli, and of those we do notice we attend to an even smaller amount. We might not process the stimuli that we do enter consciously objectively. Each individual interprets the meaning of a stimulus to be consistent with his or her own unique biases, needs, and experiences.
Sensory inputs: we receive external stimuli, or sensory inputs, on a number of channels. We may see a billboard, hear a jingle, feel the softness of a chashmere sweater. The inputs our 5 senses detect are the raw data that begin the perceptual process.
The unique sensory quality of a product helps it to stand out from the competition.
Hedonic consumption: multisensory, fantasy, and emotional aspects of the consumers interactions with the products. Ex) Harley Davidson actually tried to trademark the distinctive sound a “hog” makes when it revs up.
Perceptual process:
Sensory stimulisensory receptorsexposureattentioninterpretation
OBJECTIVE 2: Hedonic Consumption:
As manufacturing costs go down and the amount of “stuff” that people accumulate goes up, consumers increasingly want to buy things that will give them hedonic value in addition to simply going what they’re
$44 milion dollars was pumped into the Milk industry for advertisement due to teens drinking more soda.
Consumers are never far from advertisements, product packages, radio television commercials, and billboards-ALL CLAMORING FOR OUR ATTENTION.
The messages to which we do choose to pay attention often wind up differeing from what the sponsors intended, as our own unique experiences, biases, and desires.
Sensation: refers to the immediate response of our sensory receptors (eyes, ears, nose, mouth, fingers) to basic stimuli such as light, color, sound, odor and texture.
Perception: the process by which people select, organize, and interpret these sensations.
Information processing: we undergo stages of this when we are involved with stimuli
We often notice a small amount of stimuli, and of those we do notice we attend to an even smaller amount. We might not process the stimuli that we do enter consciously objectively. Each individual interprets the meaning of a stimulus to be consistent with his or her own unique biases, needs, and experiences.
Sensory inputs: we receive external stimuli, or sensory inputs, on a number of channels. We may see a billboard, hear a jingle, feel the softness of a chashmere sweater. The inputs our 5 senses detect are the raw data that begin the perceptual process.
The unique sensory quality of a product helps it to stand out from the competition.
Hedonic consumption: multisensory, fantasy, and emotional aspects of the consumers interactions with the products. Ex) Harley Davidson actually tried to trademark the distinctive sound a “hog” makes when it revs up.
Perceptual process:
Sensory stimulisensory receptorsexposureattentioninterpretation
OBJECTIVE 2: Hedonic Consumption:
As manufacturing costs go down and the amount of “stuff” that people accumulate goes up, consumers increasingly want to buy things that will give them hedonic value in addition to simply going what they’re