Management and Organizational Studies 3321F/G Chapter Notes - Chapter 2: Guerrilla Marketing, Sensory Overload, Psychophysics

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3321F/G
• Professor: Erika Simpson

Document Summary

Sensation: the immediate response of our sensory receptors (eyes, ears, nose, mouth and skin) to basic stimuli like light, color, sound. Perception: process by which these sensations are selected, organize and interpreted - study of perception focuses on what we add to them and how we assign meaning. External stimuli and inputs can be received on a number of channels - like billboards etc -- the inputs can generate many responses. Sensory marketing: harnessing perception for a competitive advantage. Sensory marketing: companies pay extra attention impact of senses. Red: arousal, stimulates appetite | have better memory of details | more attractive. Blue: relaxing, products with a blue background (vs red) are more liked | good for imaginative responses. In bars - more people liked to be in red/yellow rooms and they were more social and individuals who went to the blue rooms stayed longer. Cultural impact - red in china = luck.