chapter 2 flashcards
what is sensory marketing?
where companies increasingly pay attention to the impact of sensation on our consumption experiences
what are the different sensory marketing?
sight:
- marketers rely a lot on visual elements in advertising
- is used to catch attention
- colours are symbolic in value and cultural meaning
smell:
- can either stir or create a calming feeling
- can lead to different behavioural reactions to stimuli
hearing:
- consumers associate certain sounds with types of products, and companies have found that maintaining those sounds, even when they aren’t necessary part of the product, increases people’s enjoyment
- music and other sounds affect people’s feelings and behaviours
- the process by which the way a word sounds influences our assumptions about what it describes and its attributes
touch:
- we have a tendency to want to feel objects
- a factor in sales interactions
- touch senses appear to moderate the relationship between product experience and judgment confidence
taste:
- people form strong preferences for certain flavours
- changes in our culture also determine the tastes we find desirable
what is Guerrilla marketing?
using communications that are unexpected and unconventional in ways that target consumers in unexpected places
what is Gestalt psychology?
people derive meaning from the totality of a set of stimuli rather than from any individual stimulus
what does the word Gestalt mean?
it means roughly “whole”, “pattern”, or “configuration”
it recognizes that a piecemeal perspective that analyzes each component of the stimulus separately will be unable to capture the total effect
why is Gestalt important?
thei dea of the whole being different that its part has influenced our understanding of the brain and social behaviour
Gestalt applies to…?
how we interpret aspects of a product, package, or message
what does the Gestalt principle of closure imply?
that consumers tend to perceive an incomplete picture ad complete. we tend to fill in the blanks based on our prior experience
what is the Gestalt principle of similarity?
tells us that consumers tend to group together objects that share similar physical characteristics
what is Gestalt figure ground principle?
one part stimulus will dominate (the figure) while other parts recede into the background
