Marketing 532 Conmsumer Behaviour:

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Marketing 532Conmsumer Behaviour

• Perception,
• Learning Memory

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Write down the first thought that pops into your
head when you see this imagethe FIRST THOUGHT
Write down the FIRST THOUGHT
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PERCEPTION IS REALITY

• How we perceive things is a function of our own
  personal realitiesour 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 experienceeach
  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
  perceptionsto change realities, strengthen
  perceptions, or invoke realities.

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Perception in Marketing

• Dependent upon Human Sensory System
• 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.

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Sensory Systems - Vision

• Size
• Styling
• Brightness
• Distinctiveness
• Colours

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Sensory Systems - Smell

• Odours and Fragances
• Stir emotions or calming
• most primitive part of the brain (limbic
  system) ??????????
• Cultural significance of smells? (e.g. Gillette)

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Sensory Systems-Sounds

• www.muzak.com
• Music invokes mood
• Rock Roll (anxiety!)
• Spas (ocean, water, nature)
• Stores, elevators, on hold music, produce aisle

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Sensory Systems-Touch

• Stimulate or Relax moods
• Can impact Sales results (e.g. diners touched by
  waitersbigger tips)
• Adds personalizationcan also offend (how, who,
  when all are important)
• Kansei Engineering
• horse and rider as one (e.g. Mazda and the
  young)
• Textures, sizes heights, lengths, and quality
  perceptions

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Sensory Systems-Taste

• People form strong preferences for certain tastes
• www.alpha-mos.com (electronic tongue)
• Awful powerful
• Good pleasing

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Exposure

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

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Attention

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

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Interpretation

• meanings assigned to stimuli
• Schema (set of beliefs)
• Priming (properties of stimulus) e.g. pup vs.
  master snow blower
• Content sensitive (your own reality)

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Organizational Memory Gestalt Psychology (p. 56)

• 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)
• principle of similarity
• figure-ground principle (follow the eye (image
  focus first))

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Interpretation Biases

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

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THANK YOU!