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Chapter 2 Perception CONSUMER BEHAVIOR Copyright © 2011 Pearson Education 2-1 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. 7/8/2017 Copyright © 2011 Pearson Education 2-2 Figure 2.1 Perceptual Process We receive external stimuli through our five senses 7/8/2017 Copyright © 2011 Pearson Education 2-3 Hedonic Consumption • Hedonic consumption: multisensory, fantasy, and emotional aspects of consumers’ interactions with products • Marketers use impact of sensations on consumers’ product experiences 7/8/2017 Copyright © 2011 Pearson Education 2-4 Sensory Systems • Our world is a symphony of colors, sounds, odors, tastes • Advertisements, product packages, radio and TV commercials, billboards provide sensations 7/8/2017 Copyright © 2011 Pearson Education 2-5 Vision • Color provokes emotion • Reactions to color are biological and cultural • Color in the United States is becoming brighter and more complex • Colors are associated with specific companies 7/8/2017 Copyright © 2011 Pearson Education 2-6 Vertical-Horizontal Illusion • Which line is longer: horizontal or vertical? • Answer: both lines are same length 7/8/2017 Copyright © 2011 Pearson Education 2-7 Scents Odors create mood and promote memories: • Coffee = childhood, home Marketers use scents: • Inside products • In promotions 7/8/2017 Copyright © 2011 Pearson Education 2-8 Sound Sound affects people’s feelings and behaviors • Sound and music are used to create mood • High tempo = more stimulation • Slower tempo = more relaxing 7/8/2017 Copyright © 2011 Pearson Education 2-9 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 • Kinsei engineering is a Japanese philosophy that translates customers’ feelings into design elements 7/8/2017 Copyright © 2011 Pearson Education 2-10 Table 2.1 Tactile-Quality Associations Perception Male Female Fine High class Wool Silk Low class Denim Cotton Coarse Heavy 7/8/2017 Copyright © 2011 Pearson Education Light 2-11 Taste • Cultural changes determine desirable tastes • The more respect we have for ethnic dishes, the more spicy food we desire 7/8/2017 Copyright © 2011 Pearson Education 2-12 Exposure • Exposure occurs when a stimulus comes within range of someone’s sensory receptors • We can concentrate, ignore, or completely miss stimuli • Cadillac’s 5 second ad 7/8/2017 Copyright © 2011 Pearson Education 2-13 Attention • Attention is the extent to which processing activity is devoted to a particular stimulus • Consumers are often in a state of sensory overload • Marketers need to break through the clutter 7/8/2017 Copyright © 2011 Pearson Education 2-14 Factors Leading to Adaptation Intensity Duration Discrimination Exposure Relevance 7/8/2017 Copyright © 2011 Pearson Education 2-15 Stimulus Selection Factors • We are more likely to notice stimuli that differ from others around them • So, marketers can create “contrast” through: Size 7/8/2017 Copyright © 2011 Pearson Education Color Position Novelty 2-16 Creating Contrast with Size 7/8/2017 Copyright © 2011 Pearson Education 2-17 Interpretation • Interpretation refers to the meaning we assign to sensory stimuli, which is based on a schema 7/8/2017 Copyright © 2011 Pearson Education 2-18 Semiotics • Semiotics: correspondence between signs and symbols and their role in the assignment of meaning • Marketing messages have three basic components: • Object: product that is the focus of the message • Sign: sensory image that represents the intended meanings of the object • Interpretant: meaning derived 7/8/2017 Copyright © 2011 Pearson Education 2-19 Perceptual Positioning • Brand perceptions = functional attributes + symbolic attributes • Perceptual map: map of where brands are perceived in consumers’ minds • Used to determine how brands are currently perceived to determine future positioning 7/8/2017 Copyright © 2011 Pearson Education 2-20
