Summary
Summary Consumer and Marketing, Midterm 1, Chapter 4
- Course
- Institution
- Book
Consumer and Marketing, Midterm 1, Chapter 4
[Show more]
Connected book
Book Title:
Author(s):
- Edition:
- ISBN:
- Edition:
More summaries for
-
Samenvatting Consumer Behaviour - OE104 Customer Behaviour (OE104)
-
Tentamenvragen Consumer Behaviour, ISBN: 9780198862567 Consument en Marketing (323623-B-6), Midterm 1 en 2, Hoofdstuk 1 t/m 12
-
Customer behaviour Rolex
Seller
Follow
PaulTilburg
Content preview
Chapter 4Perception Process through which stimuli information in the environment is selected, organized and
interpreted through the sense organs.
Exposure to stimuli:
• Sight;
• Sound;
Sensory receptors → Attention → Interpretation → Response
• Smell;
• Taste;
• Texture
▪ Perceptual process
1. Exposure (to stimuli): ensuring that the stimulus (described in purely physical terms) is in
the appropriate place for consumers to have access to it.
▪ Inattentional blindness: inability to notice an unexpected object because the viewer’s
focus is elsewhere.
• Panograms: helps supermarkets maximize sales by item-shelf placement,
expensive products are at eye sight.
▪ Linked to physical positioning that can be managed by marketing and advertising.
▪ Selective exposure: the active seeking and avoidance of stimuli.
• Perceptual vigilance: when a consumer, depending on the person, their situation
and the nature of the stimulus, (un)consciously filters stimuli for relevance.
• EX: skipping car commercials when you are not looking for a car.
• Perceptual defense: When a consumer inhibits perception of potentially
threatening or unpleasant stimuli.
• EX: smoker skips health warnings about smoking / skipping sad images from
charity advertising
2. Sensation: receive sensations through sensory receptors.
▪ Sensory receptors
• Eyes:
• Colors can be interpreted different ways, and interpretations differ via culture,
person etc., and can have an effect on taste etc.
• 80% of all human perception.
• Size, shape and the environment an object is put in influence interpretation.
• Perceptual fit between the brand and target audience is important.
• Ears:
• Music is designed to enhance / change people’s mood to encourage purchase.
• Audio-branding will increase.
• Nose:
• 75% of all human emotions are due to smell: smells can elicit emotions in
people, particularly in relation to memory.
• The olfactory bulb in the brain detects smells and relates them to the
limbic system which connects emotion and memory.
• (un)acceptability of smells is co-determined by culture.
• Mouth:
• Taste is highly specific to individuals and cultures and can change over time.
• Taste perception is influenced by texture, sound, color, packaging,
temperature, the way presented, knowledge / expectations / previous history
with product / brand.
• Hyper palatability: flavor that further stimulates the appetite
• Skin (haptic):
1
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller PaulTilburg. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $5.90. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
52510 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now