MKTG2501 Lecture Notes - Lecture 5: Umbrella Brand, Brand Equity, Principles Of Grouping
10 Aug 2018
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Lecture 5: perception, learning & memory (part 1) Sensation immediate response of our sensory receptors (eyes, ears, nose, mouth, fingers) to basic stimuli like light, colour, sound, smells and textures. Perception process by which sensations are selected, organised and interpreted. Change in perception leads to change in permanent behaviour. Hedonic consumption multi-sensory, fantasy and emotional aspects of consumers" interactions with products. Seeks to connect consumers by engaging in a sensory way (in a personal and memorable way). Exposure when a stimulus comes within the range of someone"s sensory receptors. Sensory thresholds: absolute threshold min. amount of stimulation that can be detected on a given sensory channel, differential threshold ability of a sensory to detect differences between 2 stimuli. The amount of change necessary to be noticed (the stronger the initial stimulus, the greater notice a change must be. Attention the degree in which processing activity is dedicated to a particular stimulus.
