Bài giảng Consumer Behavior 8e - Chapter 2: Perception - Hoàng Đức Bình
Chapter 2
Perception
CONSUMER
BEHAVIOR, 8e
Michael Solomon
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.
• Subliminal advertising is a controversial—but largely
ineffective—way to talk to consumers.
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Learning Objectives (Cont’d)
• We interpret the stimuli to which we do pay attention
according to learned patterns and expectations.
• The science of semiotics helps us to understand how
marketers use symbols to create meaning.
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Sensation and Perception
• Sensation is the immediate
response of our sensory
receptors (eyes, ears, nose,
mouth, and fingers) to basic
stimuli (light, color, sound, odor,
and texture).
• Perception is the process by
which sensations are selected,
organized, and interpreted.
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The Process of Perception
We receive external
stimuli through
our five senses
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Figure 2.1
Advertisements Appeal to Our Sensory Systems
• This ad for a luxury car emphasizes the contribution made
by all of our senses to the evaluation of a driving
Consumer Behavior
experience.
Sensory Systems
Our world is a symphony of
colors, sounds, odors, tastes,
etc.
• Marketers contribute to the
commotion
• Advertisements, product
packages, radio and TV
commercials, billboards
provide sensations
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Hedonic Consumption
• Hedonic consumption:
multisensory, fantasy, and
emotional aspects of consumers’
interactions with products
• Marketers use impact of
sensations on consumers’
product experiences
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Vision
Color
• Color provokes emotion
• Reactions to color are biological
and cultural
• Color in the United States is
becoming brighter and more
complex
• Trade dress: colors associated with
specific companies
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Perceptions of Color
• As this Dutch
detergent ad
demonstrates
(Flowery orange fades
without Dreft), vivid
colors are often an
attractive product
feature.
Consumer Behavior
Vertical-Horizontal Illusion
• Which line is longer: horizontal or
vertical?
• If you’re given two 24 oz. glasses, you
will pour more into the shorter, wider
glass than the taller glass because you
focus more on height than width
• Answer: both lines are same length
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Figure 2.2
Smell
Odors create mood and promote
memories:
• Coffee = childhood, home
• Cinnamon buns = sex
Marketers use scents:
• Inside products
• In promotions (e.g., scratch ‘n
sniff)
• In Smellavision
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Smell in Advertising
• This ad pokes fun at
the proliferation of
scented ads. Ah, the
scent of sweat.
er Behavior
Hearing
Sound affects people’s feelings and behaviors
• Phonemes: individual sounds that might be more or less
preferred by consumers
• Example: “i” brands are “lighter” than “a” brands
• Muzak uses sound and music to create mood
• High tempo = more stimulation
• Slower tempo = more relaxing
Click for Muzak.com
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Touch
• Haptic senses—or “touch”—is the most basic of senses; we learn this
before vision and smell
• Haptic senses affect product experience and judgment
• Kansei engineering: Japanese philosophy that translates customers’
feelings into design elements
• Marketers that use touch: perfume companies, car makers
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Applications of Touch Perceptions
• Kansai engineering: A
philosophy that translates
customers’ feelings into
design elements.
• Mazda Miata designers
discovered that making the
stick shift (shown on the
right) exactly 9.5 cm long
conveys the optimal feeling
of sportiness and control.
Consumer Behavior
Sensory Marketing: Using Touch
Perception
High class
Low class
Male
Wool
Female
Silk
Fine
Denim
Cotton
Coarse
Heavy
Light
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Table 2.1
Taste
• Flavor houses develop new
concoctions for consumer palates
• Cultural changes determine
desirable tastes
• Example: heat of peppers is
measured in units called Scovilles
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Exposure
• Exposure occurs when a stimulus comes within range of
someone’s sensory receptors
• We can concentrate, ignore, or completely miss stimuli
• Example: Cadillac goes from zero to 60 mph in 5
seconds—as shown in a 5-second commercial
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