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Solomon Cb09 PPT 02
Solomon Cb09 PPT 02
Perception
CONSUMER BEHAVIOR, 9e
Michael R. Solomon
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Learning Objectives
When you finish this chapter, you should understand why:
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Hedonic Consumption
Hedonic consumption:
multisensory, fantasy, and emotional aspects of consumers interactions with products
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Sensory Systems
Our world is a
symphony of colors, sounds, odors, tastes
Advertisements,
product packages, radio and TV commercials, billboards provide sensations
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Vision
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Vertical-Horizontal Illusion
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Scents
Odors create mood and promote memories:
Coffee = childhood,
home
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Sound
Sound affects peoples feelings and behaviors
Muzak uses sound and music to create mood High tempo = more stimulation Slower tempo = more relaxing
05/03/12 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
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Touch
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Taste
Cultural changes
determine desirable tastes
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Exposure
Cadillacs 5 second ad
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Sensory Thresholds
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Differential Threshold
Example: packaging
updates must be subtle enough over time to keep current customers
05/03/12 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
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Subliminal Perception
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Subliminal Techniques
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Attention
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Perceptual defense
Adaptation
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Intensity
Duration
Discrimination
Exposure
Relevance
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Size
Color
Position
Novelty
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Interpretation
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Stimulus Organization
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Semiotics
components: Object: product that is the focus of the message Sign: sensory image that represents the intended meanings of the object Interpretant: meaning derived
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Perceptual Positioning
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Positioning Strategy
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Chapter Summary
Subliminal advertising is controversial. We interpret stimuli using learned patterns. Marketers use symbols to create meaning.
05/03/12 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
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