MKT 400 Chapter 2: Chapter 2 - Perception
16 Apr 2012
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Document Summary
Sensation immediate response of our sensory receptors to such basic stimuli as light, colour, and sound. Perception process by which these sensations are selected, organized, and interpreted. Three stages make up the process of perception: exposure, attention. Hedonic consumption multisensory, fantasy, and emotional aspects of consumers" interactions with products. Research finds that people prefer additional experiences over additional possessions as their income rises. Sensory marketing where companies pay extra attention to the impact of sensation on our product experiences: vision marketers rely heavily on visual elements in advertising, store design, and packaging. Trade dress when some colour combinations come to be associated so strongly with a corporation; company may even be granted exclusive rights of these colours: smell odours can evoke memories or release stress. Limbic system the most primitive part of the brain where we experience immediate emotions this is where we process fragrances: hearing. Kansei engineering japanese philosophy that translates customers" feelings into design elements: taste.
