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Chapter 2

Chapter 2- Perception.docx

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MKT 400
Melanie Dempsey

Chapter 2- Perception February-18-13 6:59 PM  Perception is the by which sensations are selected, organized, and interpreted.  Are largely affected by a consumer's cultural background  Aspects of perception: o Sensation: the immediate responses of our sensory receptors (eyes, ears, nose, mouth, and fingers) to stimuli as light, colour, and sound o Attention: the allocation of (limited) processing capacity to incoming stimuli o Interpretation: the meaning that consumers attribute to a sensation  Understanding consumer perceptual abilities is critical for many areas of marketing: o Positioning, media strategy, retailing, pricing  External stimuli, or sensory inputs, can be received on a number of channels.  Hedonic consumption o Multisensory, fantasy, and emotional aspects of consumers' interactions with products. o Ex: Harley Davidson's hog sound of its revving motor. o Marketing originally meant appealing to customers in terms of efficiency rather than aesthetics. Now the focus is on packaging and display.  Vision o Meanings are communicated through visual channel through a product's size, styling, brightness, and distinctiveness from competitors' products o Colours may even influence our emotions more directly  Yellow: optimistic, used to grab attention of window shopper  Red: energy; increase heart rate, often seen in clearance sales.  Blue: sensation of trust and security; often seen with banks and businesses  Green: associated with wealth; easiest colour for eyes to process; used to relax in store o Age also influences response to colour  As you get older vision takes a yellow cast  Old people like white and other bright tones o The colours we see are affected by our culture and the language we have learned to describe them.  For example, the Welsh language has no word that correspond with green, blue, grey or brown in English o Colours also plays dominant role in webpage design  It directs viewers eye across the page, ties together ideas, captures attention etc o Trade Dress: some colours combinations come to be associated so strongly with a corporation that they become known as trade dress.  Smell o Fragrance is processed by the limbic system, the most primitive part of the brain and the place where immediate emotions are experienced.  Hearing o Most people attach meaning to sound – music as a source of inspiration  Touch o Haptic (touch) appear to moderate the relationship between product experience and judgement confidence.  We're more sure about what we perceive when we can touch it.  Kansei engineering: a philosophy that translates customers feelings into design elements  Roughness=men; Smoothness=women  Exposure is the degree to which people notice a stimulus that is within range of their sensory receptors 
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