BUSI 4206 Chapter Notes - Chapter 2: Tiffany & Co., Trade Dress, Optical Illusion
26 May 2015
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Document Summary
Sensation: the immediate response of our sensory receptors (those in our eyes, ears, nose, mouth, and skin) to such basic stimuli as light, colour, and sound. Most marketers would agree that, oftentimes, perception can be more influential than sensation in determining consumer preferences. The meaning of the stimulus is interpreted by the individual, who is influenced by his or her unique biases, needs, and experiences. The process of perception is made up of three stages: exposure, attention, and interpretation. External stimuli, or sensory inputs, can be received on a number of channels they are picked up by our 5 senses and constitute the raw data that generate many types of responses. Sensory marketing: harnessing perception for a competitive advantage. Sensory marketing: in which companies pay extra attention to the impact of sensation on our product experiences. Our senses help us decide which products appeal to us and which ones stand out from a host of similar offerings in the marketplace.
