COMMERCE 3MB3 Chapter Notes - Chapter 2: Starch, Tachistoscope, Eye Tracking
30 Oct 2017
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Perception: - consumers are selective perceivers with perceptual defenses. We have control over the stimuli we are exposed to, attend to and the meaning we derive from them. Consumers seek exposure that will help them achieve their goals- information or entertainment. What is the absolute minimum that canbe detected. Many applications such as: making packages smaller. Ideal when faced with price increases, aim to be just below just noticeable point: making products themselves look/feel/taste different (cambelle"s reducing, making changes to logos or package design over time sodium or luck charms reducing sweetener) The amount of attentions paid to a stimulus, and our interpretation of it, depend on three kinds of factors: stimulus (we have complete control over this, individual (little control over individual, situation (some control over this) Figure-ground relationship: what is in the foreground and what is in the. Marketing stimuli can include: words, pictures, colors, textures, smells, gestures, etc.
