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CH - Perception Learning and Memory-I13

This document discusses consumer perception and how it relates to marketing. It covers several key points: 1) Perception is dependent on human sensory systems like vision, smell, sound, touch, and taste and how marketing can stimulate these senses. 2) Marketers must understand how consumers perceive stimuli based on their exposure, attention, interpretation and organizational memory. 3) Consumers' perceptions are influenced by their experiences, culture and biases in how they interpret and make meaning from marketing messages and products.

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madel guarin
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8 views

CH - Perception Learning and Memory-I13

This document discusses consumer perception and how it relates to marketing. It covers several key points: 1) Perception is dependent on human sensory systems like vision, smell, sound, touch, and taste and how marketing can stimulate these senses. 2) Marketers must understand how consumers perceive stimuli based on their exposure, attention, interpretation and organizational memory. 3) Consumers' perceptions are influenced by their experiences, culture and biases in how they interpret and make meaning from marketing messages and products.

Uploaded by

madel guarin
Copyright
© © All Rights Reserved
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Marketing 532

Comsumer Behaviour:
Perception,
Learning & Memory
Write down the first thought that pops into
your head when you see this image
…the FIRST THOUGHT

Write down …the FIRST THOUGHT


PERCEPTION IS REALITY
• How we perceive things is a function of our own
personal realities…our history, our culture, our
experiences, how we think and feel, our senses or lack
thereof.

• What we believe to be real is dependent upon our


perception of what we know or experience…each person
can have a different sense of reality as we are all
individuals with a different set of experiences.

• Marketing tries to stimulate and awaken perceptions…to


change realities, strengthen perceptions, or invoke
realities.
Perception in Marketing

• Dependent upon Human Sensory System


• Sensation – “immediate response of our sensory
receptors” (ears, eyes, nose, mouth, fingers…”)
• Perception – “the process by which sensations
are selected, organized and interpreted”. Thus,
we are looking at how humans choose which
sensations to notice and then add meaning to
them.
Sensory Systems - Vision

• Size
• Styling
• Brightness
• Distinctiveness
• Colours
Sensory Systems - Smell

• Odours and Fragances


– Stir emotions or calming
– **most primitive part of the brain (limbic
system) = ??????????
– Cultural significance of smells? (e.g. Gillette)
Sensory Systems-Sounds

• www.muzak.com
• Music invokes mood
– Rock & Roll (anxiety!)
– Spas (ocean, water, nature)
– Stores, elevators, on hold music, produce
aisle
Sensory Systems-Touch
• Stimulate or Relax moods
• Can impact Sales results (e.g. diners touched by
waiters…bigger tips)
• Adds personalization…can also offend (how,
who, when all are important)
• Kansei Engineering
– “horse and rider as one” (e.g. Mazda and the young)
• Textures, sizes heights, lengths, and quality
perceptions
Sensory Systems-Taste

• People form strong preferences for certain


tastes
• www.alpha-mos.com (electronic tongue)
• Awful = powerful
• Good = pleasing
Exposure
• “degree that people notice stimuli”
– Why do they observe or ignore
• Ignore what is not of interest
• Sensory Threshold
– Absolute (minimum)
– Differential (JND – distinguishing stimuli)
• Subliminal
– Below threshold of recognition (unconscious)
• Theatres and popcorn
Attention
• Extent processing of activity is devoted to a
particular stimulus
– Focus, isolation, sensory deprivation
– Eyeballs vs. dollars??
• Attention Economy
– Selectivity = people attend to only a small portion of
stimuli
• Adaptation
– Degree to notice stimuli over time (e.g. blood and
gore/shock value)
• INTENSITY< DURATION < EXPOSURE (frequency) <RELEVANCE
Interpretation

• “meanings assigned to stimuli”


• Schema (set of beliefs)
• Priming (properties of stimulus) e.g. pup
vs. master snow blower
• Content sensitive (your own reality)
Organizational Memory =
Gestalt Psychology (p. 56)
• “a belief that meaning comes from the
totality of a set of stimuli, rather than any
individual stimulus”
• “principal of closure” (incomplete
perceived as complete)
• “principle of similarity”
• “figure-ground principle” (follow the eye
(image focus first))
Interpretation Biases

• Semiotics
– Signs, symbols and their roles in meaning
• Perceptual Positioning
– Function (price) vs. Symbolic (what it says about us
through our use of it)
• Positioning Strategy
– Your marketing Mix approach (price, attributes,
product class, occasions, users, quality)
THANK YOU!

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