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Chapter 2

Chapter 2 Notes
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Department
Marketing
Course
MKT 400
Professor
Ida Berger
Semester
Winter

Description
Chapter 2 Perception Perception where ever we turn to we are bombarded by a symphony of colours sounds and odors some of the notes in this symphony such as loud barking of a dog the shades of the evening sky or the smell of a rose occur naturally sensation is the immediate response of our sensory receptors eyes ears nose mouth and fingers to such basic stimuli as light colour and sound Perception is the process by which these sensations are selected organized and interpreted study of perception focuses on what we add or take away from these raw sensations as we choose which to notice and then go about assigning meaning to themlike computers people undergo stages of information processing in which stimuli are input and stored however unlike computers consumers do not passively process whatever information happens to be present there are 3 stages that make up the process of perceptionExposureAttentionInterpretationSensory Systems external stimuli or sensory inputs can be received on a number of channels inputs picked up by our 5 senses constitute the raw data that generate many types of responseFor EX hearing a song on the radio can generate internal sensory experiences when the song on the radio triggers a young mans memory of his first dance and brings to mind the smell of his dates perfume or the feel of her hair on his cheekThe unique sensory quality of a product can play an important role in helping it to stand out from the competition especially if the brand creates a unique association with the sensation sensory marketing is where companies pay extra attention to the impact of sensation on our product experiences from hotels to carmakers companies recognize that our senses help us decide which products appeal to us and which ones stand out from a host of similar offerings in the marketplace smart marketers use our sensory systems to create a competitive advantageVision markets rely heavily on visual elements in advertising store design and packaging meanings are communicated on the visual channel through a products size styling brightness and distinctiveness from competitors products colours may even influence our emotions more directly evidence suggests that come colours particularly red creating feelings of arousal and stimulate appetite and other colours such as blue are more relaxing products presented against a backdrop of blue in advertisements are better liked than those shown with a red background people who complete tasks when the words or images are displayed on red backgrounds perform better when they have to remember details but when blue backgrounds are used they excel at tasks that require an imaginative response also men rate women who wear red as more attractive than those who wear blue in one study interior designers created bars decorated primarily in red yellow or blue and invited people to choose one to hang out in
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