HTM 3120 Lecture Notes - Lecture 2: Impulse Purchase
25 Feb 2020
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Chapter 2 – Perception
Sensation – immediate response of our sensory receptors (eyes, ears, nose, mouth, skin)
Perception – the process by which these sensations are selected, organized, and interpreted
Example: use the Pepsi vs Coke
Lower vs Higher perceived variety: mix of colors vs rows of colors
Perceptual Process – Key for this chapter
Sensory Marketing
- Use sensations to influence produce experience
- Deploy sensory cues to intensify perceptions of brands
- Use Hollister
Hedonic vs. Utilitarian Consumption
- Hedonic: Multisensory, fantasy, emotional
- Utilitarian: Functional
Colors and type of products
Blue – Tech/trusted/conservative/calm
Red – Creative/passion/attention/exciting
White and Black – high end
Yellow – Exciting
Sensory System – sight
Visual elements
- Product color, size, style
- Color and demographics
- Package size and consumption
Smell
- Odors can stir emotions or create a calming effect
o Lemon: boosts energy
o Lavender: Relaxing
- Scent and memory
Hearing
Music – slower makes people want to stay longer
- Faster makes people impulse buy
Touch
- Need for touch: Product Judgement, attitude, shopping environment
