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...
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
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 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 todd-200. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for £10.48. You're not tied to anything after your purchase.