Perception in Marketing

Topics: Sense, Sensory system, Perception Pages: 7 (2063 words) Published: December 31, 2013
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 stimulisensory receptorsexposureattentioninterpretation

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 designed to. PEOPLE PREFER ADDITIONAL EXPERIENCES TO ADDITIONAL POSSESSIONS AS THEIR INCOME RISES. Sensory marketing: new era of this where companies pay extra attention to the impact of sensations on our product experiences. From carmakers to brewers, they recognize that our senses help us decide which products appeal to us. Vision:

Marketers rely heavily on visual elements in advertising, store deign, and packaging. They communicate meanings on the visual channel through a products color, size, and styling. Colors can influence our emotions more directly. Red created feelings of arousal and stimulate appetite and blue is more relaxing. Some colors are represented differently in different countries, such as black represents a funeral in US and white does this for japan. Age also changes the response to color as does gender.

Lexus sells 60% more white cars then any other color because of the maturity of the consumer.

Dollars and scents:
Some of our responses to scents result from early associations that call up good or bad feelings, and that explains why businesses explore connections among smell, memory, and mood. Limbic system: the most primitive part of the brain and the place where we experience immediate emotions (this is where we process fragrance cues)

Sound
Now advertisers can be more selective about just who hears what they have to say. As people age, many develop aging ear; they lose the ability to hear higher-frequency sounds. Many aspects of sound affect peoples feelings and behaviors

Stores and restuarants often play certain kinds of music to create a certain mood.

Touch:
Recent stufy, participants who cimply touched an item for 30 seconds or less created a greater level of attachment to the product; this connection in turn boosted what they were willing to pay for it. Sensations that reach the skin, whether from a luxurious message or the bite of a winter wind, stimulate or relax us. Researchers even have shown that touch can influence...
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