Chapter 2 Flashcards
Senstation =
sensory stimuli + sensory receptors
Sensory stimuli
- sights
- sounds
- smells
- taste
- textures
sensory receptors
- eye
- ears
- nose
- mouth
- skin
exposure
degree to which stimulus is noticed
Attention
the degree to which consumers focus on the stimulus
Interpretation
deciding what things mean
design economy
Form is function; Design is substance.
ex: dominos pizza boxes are shaped as dominos
sensory marketing consist of (5)
sound, smell, sight, taste, touch
ex: free samples, when you go to grocery store and you smell bread
result of activating all sensations
causes them to feel overwhelmed
Vision
- Color provokes emotion
- Reaction to color is both biological and cultural
Branded color
- Are a key component to a brands visual identity
o Ex: bishop = brown , coco-cola = red. Tiffany = blue
Smell
- Scent stir emotion or create calm feeling
- Scent marketing: from cars to fragance
- All of our other senses, you think before you respond but with scent your brain responds and then thinks
Hearing
- Sound affects behaviour
- Sound is a brand identity = motorcycle
Touch (Haptic)
- Affects the product experience and perceived product quality
- Touch is an important factor in sales interaction
Taste
- Flavour houses develop new concoctions for consumer palates
- Cultural changes determine desirable taste
Taste & sensation transference
- Food and color test
o The more yellow = the more sour
o People thought the more yellow the sweeter - Color corresponds to its taste
o When the color does not correspond people have a hard time to identify the taste - Heuristic judgement
o Wine we think is better because its more expensive
absolute threshold
the minimum amount of stimulation that can be detected on a sensory channel
ex:
vision a candle flame 30 miles away
Differential threshold
ability of a sensory system to detect changes or differences between 2 stimuli
- Minimum difference between two stimuli is the JND – just noticeable difference
marketers want consumers to notice the change when
o Design
Needs to be small changes
When do marketers not want consumers to notice the change
o Reduce size of product
o Increase price by couple cents
Subliminal perception
occurs when a stimulus is below the level of a consumer awareness
- ex: fedex and its arrow
Sensory overload
too much to process
Younger consumers can multi-task: process multiple media
when two types of media are being used simultaneously
perceptual selectivity
People attend to only a small portion of the stimuli to which they are exposed
Personal selection factors (4)
- perceptual filters - based on past experiences
- perceptual vigilance - aware of stimuli that relate to their current needs
- perceptual defence =- see what you want to see and ignore what they don’t want to see
- Adaptation - the degree to which consumers continue to notice a stimulus over time
Factors that lead to adaptation (5)
- intensity : less-intense stimuli habituate
- duration : a long attention span
- discrimination : simple stimuli
- exposure: frequently encountered stimuli
- relevance : irrelevant or unimportant stimuli
- Consumers assigns meaning to stimuli based on
the schema, or set of beliefs, to which the stimulus is assigned
ex: salad = healthy
Stimulus organization
- People do not perceive a single stimulus in isolation; they tend to view it in terms of relationships with other events, sensations or images
ex: coors water
Gesltalt psychology
people derive meaning from the totality of a set of stimuli rather than from any individual stimulus
Gestalt principle of closure
Consumer tend to perceive an incomplete picture as complete
ex: tesla logo
Gestalt principle of similarity:
Consumers tend to group together objects that share similar physical characteristics
ex: the panda symbol and the word panda
Gestalt figure-ground principle
One part of a stimulus will dominate (the figure) while other parts recede into the background
ex: the lamp
