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Lecture notes Consumer Behaviour Unit 3: Perception (5BUS) £10.48   Add to cart
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Lecture notes

Lecture notes Consumer Behaviour Unit 3: Perception (5BUS)

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Unit Objectives 1. Products and commercial messages often appeal to our senses, but we won’t be influenced by most of them. 2. Perception is a three-stage process that translates raw stimuli into meaning. 3. We interpret the stimuli to which we do pay attention according to learned patterns an...

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  • July 12, 2022
  • 2
  • 2021/2022
  • Lecture notes
  • Dr pfavai nyajeka
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Unit 3 - Perception
Sensation
 5 senses
 Hedonic consumption – multisensory, fantasy and emotional aspects of consumers’
interactions with products, all our senses at the same time. E.G. Build-a-Bear
 Context effects – the sensations that subtly influence how we think about products
we encounter.
Vision
 Visual channel
 The most important sense
 Colour, size and styling
Scent
 Odour most linked to emotions and memory
 See it in lingerie, detergents and more
Sound
 Audio watermarking, a piece of music that gets stuck in our heads
 The way it sounds is important
 Soft consonant sounds like M and L sound nicer than harsher consonants such as K
and G
Touch
 More sure about something if we can touch it
 If you touch it for at least 30 seconds you’re more likely to buy it
 Make the texture feel good
Taste
 If it tastes good you’re more likely to buy it again
We’re only going to pay attention to a little bit we are exposed to

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