消費者行為Ch.2-3

• Perception


  The process by which people select, organize and interpret the sensation
• You can recognize some brands even without thinking
• You can recognize some brands even without thinking

  Because you have experienced the perceptual process
• Sensation


  The immediate response of our sensory (eyes, ears, nose, mouth, fingers, skin) to basic stimuli as light, color, sound, odor and texture
• Sensations we usually receive

  • Vision
  • Scent
  • Sound
  • Touch
  • Taste
• Sensory marketing


  Companies think carefully about the impact of sensations on our product experiences
• We believe what we see
• Vision


  • Stimuli usually comes from color, size, appearance
  • Color provoke emotion
  • Bright color let people feel the price of product is cheap
  • Deep color let people feel elegant, delicate and charming
• Reaction to color are biological and cultural
• Trade dress: colors associated with specific companies

  • Grocery: orange, green, red
  • Chocolate: gold, brown
  • Coffee: green, white, black
  • Luxury accessories: white, tiffany blue
• Marketing applications of colors

  • Yellow: Optimistic and youthful, used to grab window shoppers' attention
  • Red: Energy, often seen in clearance sales
  • Blue: Trust and security, banks
  • Green: Wealth, used to create relaxation in stores
  • Orange: Aggressive, call to action: subscribe, buy or sell
  • Black: Powerful and sleek, luxury products
  • Purple: Soothing, beauty or anti-aging products
• Scents


  Odors can create mood and promote memories, affect consumer buying decision, marketers use scents to enhance customer experience
• Scents


  • Stinky tofu
  • Dove shampoo
• Sound


  Sound affect people's feelings and behaviors, it can also provide customer information and reinforce brand
• Touch & Taste


  Haptic senses affect product experience and judgement, have a higher level of attachment to the product, taste is not as sensitive as other senses for consumers
• Touch & Taste


  • Clothes, toilet papers, cars
  • Food, snacks, beverage, oral cleaning product
• New technology


  Provoke new way for consumers' sensations, delivers a combination of two or above sensory experience, enhance customer buying intention
• New technology


  • Augmented reality (AR)
  • Virtual reality (VR): ANA airline "room" VR tour
• GODIVA


  • Packaging color and texture
  • Sell hot chocolate
• Perceptual process


  • Contact stimuli
  • Select stimuli
  • Organize & interpret stimuli
• Exposure


  Exposure occurs when a stimulus comes within range of someone's sensory reporters, sensory threshold is the point at which the stimulus is strong enough to make a conscious impact in his or her awareness
• Absolute threshold


  The minimum amount of stimulation a person can detect on a given sensory channel
• Absolute threshold


  • Highway billboards are not big enough to see
  • Sounds of hawking in night market
• Differential threshold


  The ability of a sensory system to detect changes in or differences between two stimuli, also called JND (just noticeable difference)
• Company may not want consumers aware all actions
• The stronger the initial stimulus


  The greater a change in the stimulus must be for us to notice it
• Stimulus strength


  • Coldplay concert VS in a library
  • Discount: $2000 $1940 VS $600 $540
• Subliminal perception


  A stimulus below the level of the consumer's awareness
• Subliminal perception


  • Embeds in movies
  • Beer
• Attention


  The extent to which processing activity is devoted to a particular stimulus, sensory overload: consumers are exposed to far more information than they can process
• Perceptual selection


  People attend to only a small portion of the stimuli to which they are exposed
• How do marketers get attention

  • Personal selection factors: experience, perceptual filters, perceptual vigilance
  • Perceptual filters: perceptual defense, perceptual adaptation
• Stimulus selection factors


  • Size: contrast to the competition helps to determine if it will command attention
  • Color: to draw attention to a product or to give it a distinct identity
  • Position: places where we're more likely to look
  • Novelty: appear in unexpected ways or places tend to grab our attention
• Interpretation


  The meaning we assign to sensory stimuli, based on a schema
• Stimulus organization


  The Gestalt perspective provides several principles: closure principle, similarity principle, figure-ground principle
• Closure principle


  People perceive an incomplete picture as complete
• Closure principle


  • Always open _______, Just _____ _____, It's finger _____ ______
• Similarity principle


  Consumers group together objects that share similar physical characteristics
• Figure-ground principle


  One part of the stimulus will dominate (the figure) while the other parts recede into the background (ground)
• Semiotics


  Correspondence between signs and symbols and their roles in how we assign meaning, marketing messages have three basic components: object, sign, interpretant