consumer behavior

consumer behavior

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...

Similar Essays