PERCEPTION
Done by safaa abu-romman
LEARNING OBJECTIVES
When you finish this chapter, you should
understand why:
Perception is a three-stage process that
translates raw stimuli into meaning.
Products and commercial messages often
appeal to our senses, but we won’t be
influenced by most of them.
The design of a product today is a key
driver of its success or failure.
LEARNING OBJECTIVES
(CONTINUED)
Subliminal advertising is a controversial—
but largely ineffective—way to talk to
consumers.
We interpret the stimuli to which we do
pay attention according to learned
patterns and expectations.
Marketers use symbols to create meaning.
Look at the chart and say the color not the word
Lift-right conflict
Your right brain tries to say the color but your left
brain insists on reading the word
PERCEPTUAL PROCESS
Sensation
Perception
exposure
attention
Sensory
stimuli
Sensory
interpretation
l
na
ter li
E x mu
sti
PERCEPTUAL
PROCESS
Sensation
the body's response to
these stimuli
Perception
how we interpret
that response
HEDONIC CONSUMPTION
Acting as consumers in response to these
stimuli .
Multisensory , fantasy , &emotional
aspects of consumer interaction with
products
: SENSES 5
sight
smell
soun
d
touc
h
taste
VISION : COLOR
Color may influence our emotion :
Arousal
: red
Relaxing : blue
Reactions to color determined culturally
Color of mourning
Color can be copyrighted
Color can be symbolic
TRADE DRESS
Color associated with specific companies
COLOR FAVORITES FOR
: 2013
Linden
green
Mykonos
blue
Samba
VISION : SIZE
Which line is longer:
horizontal or vertical?
Answer: both lines
are same length
scents
Scents
SCENTS
odors stir emotions or create a calming
feeling .
Odors create mood and promote memories...