MKTG2501 Study Guide - Midterm Guide: Umbrella Brand, Operant Conditioning, Classical Conditioning
10 Aug 2018
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MKTG2501: CONSUMER BEHAVIOUR
MID-SEMESTER EXAM PREPARATION (PART 2)
Design principles for the experience
Theme the experience – moving beyond the commodity form. Harmonise impressions with positive
cues – store layout and visual & aural cues.
Eliminate negative cues
Mix in memorabilia
Engage all five senses
Contextual Effects on Buying
Connecting each phase of the journey
Consumers’ Disposal Options
Advertising Appeals to our Sensory Systems
External stimuli, or sensory inputs, can be received on a number of different channels.
Document Summary
Theme the experience moving beyond the commodity form. Harmonise impressions with positive cues store layout and visual & aural cues. External stimuli, or sensory inputs, can be received on a number of different channels. Inputs picked up by our five senses are the raw data that begin the perceptual process. Hedonic consumption: the multi-sensory, fantasy, and emotional aspects of consumers(cid:1685) interactions with products. Sensory marketing: the impact of sensations on consumers" product experiences. We all have limits to how well our senses are able to respond to stimuli: absolute threshold: The minimum amount of stimulation that can be detected on a given sensory channel: differential threshold: The ability of a sensory system to detect changes or differences between two stimuli. The minimum difference that can be detected between two stimuli is known as the j. n. d. (just noticeable difference). Experience: the result of acquiring and processing stimulation over time.
