MKTG 4150 Chapter Notes - Chapter 2: Trade Dress, Chocolate Chip, Optical Illusion
17 Jul 2016
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Sensation: the immediate response of our sensory receptors to such basic stimuli as light, color, and sound. Perception: the process by which these sensations are selected, organized, and interpreted. Often perception can be more influential than sensation in determining consumer preferences: ex. Coke & pepsi are identical at same temperatures but still, people have strong preference for one over the other: neuromarketing study found that when no brand name presented prior to testing, brain revealed that. Coke & pepsi were equally preferred: when brand name told before testing, more consumers preferred cola and entirely different part of the brain lit up, based on sensation alone, consumers might equally prefer pepsi & coke. See figure 2-1 in the text on page 36. 3 stages make up the process of perception: exposure, attention, interpretation. External stimuli, or sensory inputs, can be received on a number of channels: sight, sound, smell, taste, texture.
