3 Perception 5- Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall CONSUMER BEHAVIOR, 12e Michael R. Solomon Learning Objectives The design of a product today is a key driver of its success or failure. Products and commercial messages often appeal to our senses, but we won’t be influenced by most of them. Perception is a three-stage process that translates raw stimuli into meaning. 5- Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 5- Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Learning Objectives (Cont.) 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. The field of semiotics helps us to understand how marketers use symbols to create meaning. Learning Objective 1 The design of a product is now a key driver of its success or failure. 5- Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Hedonic consumption Sensation and Perception Sensation refers to the immediate response of our sensory receptors (eyes, ears, nose, mouth, fingers, skin) to basic stimuli such as light, color, sound, odor, and texture. Perception is the process by which people select, organize, and interpret these sensations. The study of perception, then, focuses on what we add to these raw sensations in order to give them meaning. 5- Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 5- Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Sensory Systems Vision Scent Sound Touch Taste Sensory Marketing 5- Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Companies think carefully about the impact of sensations on our product experiences. Vision 5- Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Trade dress Color forecasts Marketers communicate meaning on a visual channel using a product’s color, size, and styling. Gender, age, culture Colors Culture and colors Marketing and colors 5- Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Vision Table 3.1 Marketing Applications of ColorsColorAssociationsMarketing ApplicationsYellowOptimistic and youthful Used to grab window shoppers’ attention Red Energy Often seen in clearance sales Blue Trust and securityBanksGreen Wealth Used to create relaxation in stores Orange Aggressive Call to action: subscribe, buy or sell Black Powerful and sleek Luxury products PurpleSoothingBeauty or anti-aging products Source: Adapted from Leo Widrich, “Why Is Facebook Blue? The Science Behind Colors in Marketing,” Fast Company (May 6, 2013), fastcompany.com accessed February 23, 2015. Scent Like color, odor can also stir emotions and memory. Scent Marketing is a form of sensory market ...