消費者行為 Midterm

• Perception


  The process by which people select, organise and interpret the sensation
• Sensory stimuli


  • Sights
  • Sounds
  • Smells
  • Tastes
  • Textures
• Sensory receptors


  • Eyes
  • Ears
  • Nose
  • Mouth
  • Skin
• Perceptual process


  1. Exposure

  2. Attention

  3. Interpretation
• Sensory marketing


  Using vision, touch, taste, scent, and sound to enhance customer experience and buying intention
• Stimuli


  Usually comes from colour, size, appearance
• Bright colours


  Red, yellow - Cheap, food
• Dark colours


  Black, brown, gray - Elegant, delicate, charming
• Reaction to colour is biological and cultural
• Factors affecting colour perception

  • Male vs. female
  • Elders vs. kids
  • Funeral dress
• Trade dress


  Colour associated with a brand or product
• Trade dress examples


  • Grocery: orange, green, red
  • Chocolate: brown, gold
  • Coffee: green, white, black
  • Luxury accessories: White, Tiffany blue
• Scents


  Odours can create mood and promote memories
• Marketers use scents to enhance customer experience
• Sound


  Affects people's feelings and behaviours
• Sound in marketing


  • High tempo vs. slow tempo
  • Provides customer information
  • Reinforces brand
• Sound in fast food

  • Pop music, high tempo
• Touch and taste


  Haptic senses affect product experience and judgement
• Taste is not as sensitive as other senses for consumers
• New technology


  Delivers a combination of two or more sensory experiences to enhance customer buying intention
• Sensory threshold


  The point at which the stimulus is strong enough to make a conscious impact
• Absolute threshold


  The minimum amount of stimulation a person can detect
• Absolute threshold examples


  • Highway billboards too small to see
  • Sounds of hawking in night market
• Marketers need to pay attention to the sensory thresholds of their target audience
• Differential threshold


  The ability to detect changes or differences between two stimuli
• Weber's Law


  The stronger the initial stimulus, the greater a change must be for it to be noticed
• Weber's Law examples


  • Coldplay concert $2000 to $1940 vs. Library $600 to $540
• Subliminal perception


  A stimulus below the level of the consumer's awareness
• How to reach consumers' subliminal perception is a challenge for marketers
• 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
• The process of perceptual selection means people attend to only a small portion of the stimuli they are exposed to
• Personal selection factors


  • Experience
  • Perceptual filters
  • Perceptual vigilance
  • Perceptual defense
• Perceptual vigilance examples


  • On a diet vs. Gain weight
  • Go to wedding vs. Go to interview
• Perceptual adaptation


  The degree to which consumers continue to notice a stimulus over time
• Stimulus selection factors


  • Position
  • Novelty
  • Size
  • Colour
• Stimulus organization


  How consumers group and interpret stimuli

  
• Closure principle


  People perceive an incomplete picture as complete
• Closure principle examples


  • Always open _______
  • Just _____ _____
• Similarity principle


  Consumers group together objects that share similar physical characteristics