BUS 359 Chapter Notes - Chapter 5: Hyperreality, Semiotics, Tacit Collusion

• School: Stony Brook University
• Department: Business Management
• Course: BUS 359
• Professor: Paul Connell

Document Summary

Sensation = immediate resp of sensory receptors to basic stim such as light, color, sound, odor, texture. Perception = process by which ppl select, organize, interpret sensations. Messages more effective when marketed to several sense. Hedonic consumption multisensory, fantasy, and emotional aspects of consumers" interations w/ products. Sensations are context effects that infl how we think about products. Sensory marketing comp think about impact of sensations on products. Colors may infl emotion red = arousal, stimulation, incr appetite; blue = relaxing. Reactions to color from learned associations i. e. black for mourning in w countries, white in japan. Bio reactions: women drawn toward brighter tones and more sensitive to subtle shadings and patterns, as we age, prefer brighter tones. Trade dress- color combos so strongly assoc w/ corp. Process fragrance cues in limbic syst (most primitive part of brain) Audio watermarking weave sound/motif in piece of music earworm.