BU432 Chapter Notes - Chapter 2: Decibel, Sound Symbolism, Color Blindness
BU432
Chapter 2- Perception
Intro
• 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
• Perception – the process by which these sensations are selected, organized, and interpreted
• Two products can be identical or nearly indistinguishable, but our perceptions of the brand will
determine which we prefer
Sensory Systems
• Only a very small # of the stimuli in our environment are ever noticed
o Of these, an even smaller # are attended to & they might not be processed objectively
• The meaning of a stimulus is interpreted by the individual, who is influenced by his/her unique
biases, needs, and experiences
• The perception process is made up of 3 stages: (1) exposure, (2) attention, & (3) interpretation
• External stimuli, or sensory inputs, can be received on a number of channels
Sensory Marketing: Harnessing Perception for a Competitive Advantage
• Sensory marketing- companies pay extra attention to the impact of sensation on our product
experiences
Sight
• Marketers communicate meanings on the visual channel though a podut’s olou, size, ad
styling
Ho Peeptio a e Coloued
• Colours influence our emotions directly
• Colours are rich in symbolic value and cultural meanings
• Women see colours better than men do and are 16x less likely to be colour-blind
• Age influences our response to colours
• Come colour combinations come to be associated so strongly with a corporation that they
eoe ko as the opa’s trade dress, and the company may even be granted exclusive
use of the colours
o Trade-dress protection is granted only when consumers might be confused about what
they are buying because of similar colouatio of a opetito’s pakages
How Your Eyes Make You Eat More
• Larger containers = more consumption
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• Variety = more consumption
• Snack packs actually make us eat more
Smell
• Smelling good = feeling good = increased self-confidence (body language => attractiveness)
• Odours can stir emotions or create a calming feeling, evoke memories, or relieve stress
• Pleasant scents can increase recall of brand names, especially when partnered with an image
• We process fragrance cues in the limbic system, the most primitive part of the brain and the
place where we experience immediate emotions
• We ae ied to selet opatile ates
• Scents partnered with visuals => increased product attention and we are more likely to try
different alternatives within the relevant product category
Hearing
• Sound symbolism- the process by which the way a word sounds influences out assumptions
about what it describes and its attributes, such as size
• By decomposing brand names into individual sounds called phonemes, one study showed how
even these cues affect consumer evaluations and convey unique meanings about inherent
properties of the product
Touch
• Touch can either encourage sales or freak people out
• Touch can create feelings of attachment to products
• ^ Endowment effect. Endowment usually occurs when consumers ascribe more value to
something simply because they own it, touched it, or engaged with it
• Haptic (touch) senses appear to moderate the relationship between product experience and
judgment confidence, confirming the common-sese otio that e’e oe sue aout hat
we perceive when we can touch it
• Product judgements by individuals who do not normally possess a compulsion to touch products
lo autotelis ae iflueed the feel of a pakage, hile those ho do ot have a
opulsio to touh ites high autotelis do’t el o this ue to ife ualit
• Kansei engineering- a philosoph that taslates ustoes’ feeligs ito desig eleets
Taste
• Flaou houses keep us tig to deelop e tastes to please the changing palates of
consumers
• Focus on trying to influence taste perceptions through different sensory reactions
Exposure
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find more resources at oneclass.com
Document Summary
Sensory marketing: harnessing perception for a competitive advantage: sensory marketing- companies pay extra attention to the impact of sensation on our product experiences. Sight: marketers communicate meanings on the visual channel th(cid:396)ough a p(cid:396)odu(cid:272)t"s (cid:272)olou(cid:396), size, a(cid:374)d styling. Larger containers = more consumption: variety = more consumption, snack packs actually make us eat more. Touch: touch can either encourage sales or freak people out, touch can create feelings of attachment to products, ^ endowment effect. Taste (cid:862)fla(cid:448)ou(cid:396) houses(cid:863) keep (cid:271)us(cid:455) t(cid:396)(cid:455)i(cid:374)g to de(cid:448)elop (cid:374)e(cid:449) tastes to please the changing palates of consumers: focus on trying to influence taste perceptions through different sensory reactions. Subliminal perception: subliminal perception the perception of stimuli below the level of consumer consciousness, no proof that it has any effect on consumer behaviour. Identifying and evoking the correct schema is crucial to many marketing decisions, because this determines what criteria will be used to evaluate the product, package, or message.
