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Lecture 6

ADM 3321 Lecture Notes - Lecture 6: Maple Syrup


Department
Administration
Course Code
ADM 3321
Professor
Michael Mulvey
Lecture
6

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Lecture 6
Perception (contd.)
An overview of the perceptual process
!all interpretations are based on certain experiences.
!Experience matters because that’s where expectations come from.
Scent/Smell
!It can have a huge impact on consumption.
Sound/Hearing
!Sound is powerful
!Tempo of the sound matters
Sight/Vision
!Sound and light together is a dangerous combination
!At a club, the tempo of the beat can make you feel that you want to
drink more along with the lighting with there.
!At a casino, there’s never windows because they don’t want you to
have a sense of time, they just want you to get into the zone.
!Brand associations linked to colour.
!Colour of the packaging is imp.
!The aesthetics of a product is more important that you think it
would be
Touch/Feel
!Texture is important.
Subliminal Perception
!It doesn’t work
!There are elements of the subconscious that are active in decision
making
!You can do a lot of interpretation automatically.
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