1. Sensations Perceptions
Refers to the immediate response of our sensory receptors (eyes, ears, nose, mouth, fingers ) to such basic stimuli as light, colour, and sound.
Is the process by which these sensations are selected, organized, and interpretated. It focus on what we add to or take away from these raw sensations as we choose which to notice, and then go about assigning meaning for them.
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2. Perception
These sensations are absorbed by the consumers and used to interpretate the surrounding world.
Perception is especially interesting from an information-processing approach to the consumer, since it is the crucial threshold through which the information that will be processed will have to pass.
Fig.2.1
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3. Perception The perception process is made up of three stages: Exposure
Attention
Interpretation
E.g.: Benetton; Sunlight
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4. The Sensory System
External stimuli, or sensory inputs, can be received on a number of channels.
The inputs picked up by our five senses constitute the raw data that begin the perceptual process. (jingles, softness, new flavour, smell...)
Hedonic consumption are the multi sensory, fantasy, and emotional aspects of consumers’ interaction with products.
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5. “A picture is worth a thousand words”
Vision
Advertising, packaging, store design.
The power of colours
colour consultants
impact on emotions
trade dress. E.g.: Kodak.
black, red, blue, green, yellow, cyan, orange
E.g.: make-up in Mexico; Castello Bianco
“A picture is worth a thousand words”
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6. Smell Odours can stir emotions or………... create a calming feeling!!!
Odours can invoke memories or…..relieve stress!!
Smell is a direct line to feelings of happiness, hunger, and even memories of happy times.
Fragrance is processed by the limbic system=the most primitive part of the brain=the place where immediate emotions are experienced.
Some of our reactions to odour depends on our cultural backgrounds
E.g.: Chanel n.5;Japanese construction company; clothes.
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7. Sound Many aspects of sound affect people’s feelings and behaviour.
Background music.
C.D; Pringles
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8. Touch More research needs to be done
Moods are stimulated or relaxed on the basis of sensations of the skin.
E.g.: massage, wind
GB vs. France
North vs. South
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9. Taste
“Flavour houses” try to develop new taste to please the ever changing and demanding palates of consumers.
Ethnicity affects taste preferences.
E.g.: examination; Pepsi vs. Coca-cola
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10. Exposure
Is the degree to which people notice a stimulus that is within range of their sensory receptors.
Some consumers can pick up sensory information better than others.
Threshold is the lowest intensity of a stimulus that can be registered on a sensory channel by the receptor.
E.g.: North-western National Bank.(100/ )=10dolars
Absolute threshold refers to the minimum amount of stimulation that can be detected on a sensory channel.
E.g.: the sound emitted by a dog whistler is beyond our absolute threshold.
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11. Exposure
People selectively expose themselves to some stimuli and filter out other stimuli.
Experience (which is the result of acquiring information over time), is one factor that determines how much exposure to a particular stimulus a person accepts.
Perceptual Vigilance is a factor in selective exposure- consumers are more likely to be aware of stimuli related to their current needs. E.g.: buy a car; zipping.
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12. Exposure to Marketing stimuli
Intentional exposure: goal-directed search for information
high level of involvement
search depend on existing product knowledge
Accidental exposure: marketing information everywhere
low level of involvement
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13. Perceptual Selection-people attend to only a small portion of stimuli to which they are exposed.
Consumers are often in a stage of Sensory overload, exposed to far more information than they are capable or willing to process => very selective to what they pay attention to.
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14. Stimulus Organization
Our brains tend to relate incoming sensations to others already in our memory based on some fundamental organizational principles.
These principles are based on GESTALT Psychology- meaning is derived from totality.
The Clousure principle-people tend to perceive an incomplete picture as complete.
The principle of Similarity-group objects that share similar characteristics.
The Figure-Ground principle-One part of the stimulus will dominate (the figure/background)
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15. Attention
Attention refers to the extent to which processing activity is devoted to a particular stimulus.
A goal of media is to buy and sell attention E.g.: Toys; angle-meter; Amazon.
Exposure does not necessarily create conscious attention (unconscious).
Determinants of selective attention
affective states
involvement (situational vs. self-relevance).
Exposure intensity
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16. Adaptation
Adaptation is the degree to which consumers notice a stimulus over time To much = not paying attention!!
several factors lead to adaptation:
1)intensity
2)duration.
3)discrimination
4)exposure
5)relevance
E.g.: Coca-Cola; Bookend Ads; black & white; art vs. information
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17. Interpretation
Refers to the meaning that we assign to sensory stimuli.
Different consumers=>different schemas/beliefs =>different stimuli perceived=>different meanings
Polysemy indicates that each sign conveys a number of meanings- it’s up to us to determine the meaning based on our experiences, expectations, and needs.
E.g.: pyjama man
note: the elephant and the blind
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18. The role of symbolism in interpretation
E.g.: All Saints and Pre-pay phone service
Semiotics examines the correspondence between signs and symbols and the assignment of meaning. E.g.: Marlboro-fig.2.3
Object (the product that is the focus of the message).
Sign (the image that represents the intended meaning).
Interpretant (the derived meaning).
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19. Signs &Objects Relation:
Incon- resembles the product in some ways
Index-is related to the prod. by shared characteristics.
Symbol- is related to the product by convention or by agreement by members of a society.
E.g.: Holland; Shell; Lacost; Paris; Playboy; Citroen...
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20. Positioning Strategy:
Products are interpreted in a double context:
1)within a given product category
2) in the light of existing brands
Dimensions used to establish a brand’s position:
Lifestyle- Jaguar
Price leadership-L’Oreal Noisome face cream
Attributes-Sunset
Product class-Mazda Miata
Competitors-Carlsberg
Occasions- Wrigley's gum
Users-Lego young target
Quality-Ford
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