MKT 400 Chapter Notes - Chapter 2: The Eye Of The Beholder, Neon Sign, Sensory System
4 Feb 2013
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Document Summary
Sensation: immediate response of our sensory receptors (eyes, ears, nose, mouth, and fingers) to such basic stimuli as light, colour, and sound. Perception: the process by which these sensations are selected, organized, and interpreted. Sensory inputs picked up by our five senses constitute the raw data that generate many types of responses. Hedonic consumption: multisensory, fantasy, and emotional aspects of consumer"s interaction within products. Sensory marketing: marketing strategy that focuses on the impact of sensations on our product experiences. Senses help us decide which products appeal to us and which ones stand out from a host of similar offerings in the marketplace. Visual elements in advertising, store design, and packaging communicate meaning on the visual channel through a product"s size, styling, brightness, and distinctiveness from competitor"s products. Colours influence our emotions more directly creating feelings of arousal and stimulate appetite (red) and others are more relaxing (blue) Colours are rich in symbolic value and powerful cultural meaning.
