BUS 347 Chapter Notes - Chapter 2: Sensory Neuron, Sound Symbolism, Limbic System
10 Oct 2018
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Document Summary
Sensation: is the immediate response of our sensory receptor (those in our eyes,ears, nose, mouth and skin) to such basic stimuli such as light, colour, and sound. Perception: is the process by which these sensations are selected, organized, and interpreted. External stimuli (sensory inputs): can be received on a number of channels. We may see a billboard, hear a jingle, feel the softness of the cashmere sweater, taste a new flavour of ice cream. Sensory marketing: in which companies pay extra attention to the impact of sensation on our product experiences. Marketers rely heavily on visual elements in advertising, store design, and packaging. They communicate meaning on the visual channel through the product"s colour, size, and styling. Packaging not only protects the product, but helps create a positive brand attitude: functional. Commodization (competing on price itself,ex, if you think tide is the same amongst all products: symbolic. Have to sell on symbolic benefits: what does this product say about you.
