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Lecture notes Consumer Behaviour
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Summary Consumer Behaviour 7th edition English
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Perception and Experiential MarketingWeek 2: Chapter 3/ Part 1
Every day we are bombarded by stimuli, how do we make sense of this?
----------Video 1----------
• Introduction to the process of perception
• Sensory system and importance for Marketers
-----------Video 2------------
• Interpretation: how we create meaning
• Semiotics
---------Zoom Session -----------
• Consumer Experiences
Sensation & Perception
• Perception
– Process by which stimuli is transformed into meaning: where sensations are
selected, organized, and interpreted.
– Process where we aim to understand how we revieve our extrenal
environment
– The senory stimuli
– Exposure: senses exposed to stimuli (packages, ads)
– Attention: we don’t pay attention to everything, usually pay attention to stuff
that are louder than usual etc.
– Interpretation: meaning translation (for ex: if you get yellow roses is a sign of
jealousy in some cultures)-we all have different mental capabilities of what
we pay attention to and for how long (demographics may affect)
– Everyday a normal consumer is exposed to 3500 messages (marketing,
commercial messages\0 as a marketer how do you stand out-we selectively
pay attention to certain things
– Perception theory: marketers will use novel stimuli to attract attention (novel
sound, taste, media)-allow for some ind of interpretation
Sensory System (fisrt stage of the perception tehroy) -how exposure takes place
, • Sensory Marketing: sensory elements of marketing stimuli are part of the business
decision and integrated into marketing strategy:
– Packaging; design (of store, products); ads(music); retail; logo; etc.
– Subtle influence in our decisions and behavior
• Sensory perceptions matter because they specifically influence consumer:
– Attention and recall-how to influence consumer attention, whether someone
remembers your product depends on the stimuli used
– Emotional reactions- whether it makes consumer calm or upset
– Evaluation and information processing-how one evaluates the products and
information processing involved with that
– Behaviors- calming music makes us spend more time in the store and makes
us buy more
– Symbolic meanings and perceptions- gender based, age based, or culture
based. The type of product can be determined by the sensory stimuli used by
the firm
Sensory System
• Visuals (size, color, design):
– Colors shape emotions (e.g. Blue signals trust and security)-social media
websites-twitter, facebook=desling with social connections and sharing
private information-firm utilizes colour blue to indicate trust
– Visual sensations are socialized and shaped by culture and fashion (e.g.
Pantone colors-identifies the colours of the year become the standard of the
industry, visuals change every year)- how we understand colour is also shaped
by our culture
• Sound: Role of Music (Muzak-music in retail stores: supermarket, fastspace music,
shopping centre=calm relaxing music) why is that?):
– Affects behavior and feelings
• Music tempo influences pace of in-store traffic flow and sales volume
– Important component of store/brand positioning
• Fit between store image/positioning and music-classical music in wine
store=wine perceived as more elaborate and classy, more pricey
wines being sold (when there is a fit between the atmosphere and
music, consumers will engage moew)
• Touch (Tactile cues):
– Touch increases attachment to the product which in return boosts sales-
psychological ownership (even if interact it for a short amount of time)
– Enhances variety seeking; time in the store- makes people more creative-
freshproduce at the start (puts consumers in the mood to make you engage
wiyth the prodiuct and spend time in the store, you can touch products)
– Tactile cues have symbolic meanings which may be gender related (e.g. men
tend to perceive wool as being high class versus women perceive silk as
symbolizing high class)
• Smell: -oldest primal system
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