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Lecture

Perception/Memory


Department
Retail Management
Course Code
RMG 302
Professor
Donna Smith

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Perception
Perception is the process by which sensations are selected organized, and interpreted
Marketers contribute to the wild array of stimulations
Hedonic Consumption
Multi-sensory, fantasy, and emotional aspects of consumers interaction with
products
Marketers use impact of sensations on consumer experiences
Emotional aspects that stir and delight the senses
Vision
Color provokes emotions
Reaction to color is both biological and cultural
Red = Arousal, Blue = Relaxing
Smell
Scents stir emotions and create calm feelings
Touch
Touch is the basic of senses
Sensory Thresholds
Psychographics Science that focuses on how the physical environment is integrated
with our personal, subjective world
Absolute Threshold The minimum amount of stimulation that can be detected on a
sensory channel
Differential Threshold
Differential Threshold Ability of a sensory system to detect changed or difference
between 2 stimuli
JND (Just Noticeable Difference) Minimum difference
Subliminal Perception
Subliminal perception occurs when a stimulus is below the level of a consumers
awareness
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