Review Questions

1) A consumer is the one 2) Consumer behaviour is

Chapter 2
who…of a product. the study of … involved
Perception
[Link] when individuals or
[Link] groups select, purchase,
[Link] use, or dispose of product
[Link] to satisfy … and …
CONSUMER
BEHAVIOR

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Learning Objectives Sensation and Perception

 Perception is a three-state process • Sensation is the immediate
 The design of a product is now a key driver response of our sensory
of its success or failure. receptors (eyes, ears, nose,
mouth, and fingers) to basic
 Products and commercial messages often stimuli (light, color, sound, odor,
appeal to our senses. and texture).
 The field of semiotics helps us to understand • Perception is the process by
how marketers use symbols to create which sensations are selected,
meaning organized, and interpreted.

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1
 Figure 2.1 Perceptual Process Hedonic Consumption
• Hedonic consumption:
We receive external multisensory, fantasy,
stimuli through
our five senses
and emotional aspects
of consumers’
interactions with
products
• Marketers use impact of
sensations on
consumers’ product
experiences

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Sensory Systems Vision

• Our world is a • Color provokes emotion
symphony of colors, • Reactions to color are
sounds, odors, tastes biological and cultural
• Advertisements, • Color in the United States
product packages, is becoming brighter and
radio and TV more complex
commercials,
billboards provide • Colors are associated
sensations with specific companies

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 Vertical-Horizontal Illusion Scents
• Which line is longer: Odors create mood and
horizontal or vertical? promote memories:
• Answer: both lines are • Coffee = childhood,
same length home
Marketers use scents:
• Inside products
• In promotions

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Sound Touch
Sound affects people’s feelings and behaviors • Haptic senses—or “touch”—is the most
• Sound and music are used to create mood basic of senses; we learn this before vision
and smell
• High tempo = more stimulation
• Slower tempo = more relaxing • Haptic senses affect product experience and
judgment
• Kinsei engineering is a Japanese philosophy
that translates customers’ feelings into
design elements

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 Table 2.1 Tactile-Quality Associations Taste
• Cultural changes
determine desirable
tastes
Perception Male Female
• The more respect we
Fine
High class Wool Silk have for ethnic dishes,
the more spicy food we
Low class Denim Cotton desire
Coarse
Heavy Light

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Exposure Attention
• Exposure occurs when a stimulus comes • Attention is the extent to which processing
within range of someone’s sensory receptors activity is devoted to a particular stimulus
• We can concentrate, ignore, or completely • Consumers are often in a state of sensory
miss stimuli overload
• Cadillac’s 5 second ad • Marketers need to break through the clutter

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 Factors Leading to Adaptation Stimulus Selection Factors
• We are more likely to notice stimuli that differ
from others around them
Intensity Duration
• So, marketers can create “contrast” through:
Discrimination Exposure

Size Color Position Novelty

Relevance

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Creating Contrast with Size Interpretation

• Interpretation refers to the meaning we
assign to sensory stimuli, which is based on
a schema

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 Semiotics Perceptual Positioning
• Semiotics: correspondence between signs • Brand perceptions = functional attributes +
and symbols and their role in the symbolic attributes
assignment of meaning
• Perceptual map: map of where brands are
• Marketing messages have three basic perceived in consumers’ minds
components:
• Object: product that is the focus of the • Used to determine how brands are
message currently perceived to determine future
• Sign: sensory image that represents the positioning
intended meanings of the object
• Interpretant: meaning derived

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Chapter Summary
 Perception is a three-state process that
translates raw stimuli into meaning.
 The design of a product is now a key driver
of its success or failure.
 Products and commercial messages often
appeal to our senses, but because of the
profusion of these messages most of them
won’t influence us.
 The concept of a sensory threshold is
important for marketing communication.
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