Marketing 532 Conmsumer 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. 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. 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. Marketing tries to stimulate and awaken perceptions…to change realities, strengthen perceptions, or invoke realities.

Perception in Marketing Dependent upon Human Sensory System Dependent upon Human Sensory System Sensation – “immediate response of our sensory receptors” (ears, eyes, nose, mouth, fingers…”) 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. 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 Size Styling Styling Brightness Brightness Distinctiveness Distinctiveness Colours Colours

Sensory Systems - Smell Odours and Fragances 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 Music invokes mood Music invokes mood –Rock & Roll (anxiety!) –Spas (ocean, water, nature) –Stores, elevators, on hold music, produce aisle

Sensory Systems-Touch Stimulate or Relax moods Stimulate or Relax moods Can impact Sales results (e.g. diners touched by waiters…bigger tips) Can impact Sales results (e.g. diners touched by waiters…bigger tips) Adds personalization…can also offend (how, who, when all are important) Adds personalization…can also offend (how, who, when all are important) Kansei Engineering Kansei Engineering –“horse and rider as one” (e.g. Mazda and the young) Textures, sizes heights, lengths, and quality perceptions Textures, sizes heights, lengths, and quality perceptions

Sensory Systems-Taste People form strong preferences for certain tastes People form strong preferences for certain tastes (electronic tongue) (electronic tongue) Awful = powerful Awful = powerful Good = pleasing Good = pleasing

Exposure “degree that people notice stimuli” “degree that people notice stimuli” –Why do they observe or ignore Ignore what is not of interest Ignore what is not of interest Sensory Threshold Sensory Threshold –Absolute (minimum) –Differential (JND – distinguishing stimuli) Subliminal Subliminal –Below threshold of recognition (unconscious) Theatres and popcorn Theatres and popcorn

Attention Extent processing of activity is devoted to a particular stimulus Extent processing of activity is devoted to a particular stimulus –Focus, isolation, sensory deprivation –Eyeballs vs. dollars?? Attention Economy Attention Economy –Selectivity = people attend to only a small portion of stimuli Adaptation Adaptation –Degree to notice stimuli over time (e.g. blood and gore/shock value) INTENSITY< DURATION < EXPOSURE (frequency) <RELEVANCE INTENSITY< DURATION < EXPOSURE (frequency) <RELEVANCE

Interpretation “meanings assigned to stimuli” “meanings assigned to stimuli” Schema (set of beliefs) Schema (set of beliefs) Priming (properties of stimulus) e.g. pup vs. master snow blower Priming (properties of stimulus) e.g. pup vs. master snow blower Content sensitive (your own reality) 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” “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) “principal of closure” (incomplete perceived as complete) “principle of similarity” “principle of similarity” “figure-ground principle” (follow the eye (image focus first)) “figure-ground principle” (follow the eye (image focus first))

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

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