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Transcript of Consumer Perception
A stimulus comes within the range of someone's sensory receptors
A stimulus occurs below the level of consumer awareness
The extent to which processing activity is devoted to a particular stimulus
So how do marketers
grab our attention?
How do we select what we will give
our attention to?
Stimulus Selection Factors
How a message can create contrast:
The meanings we assign to sensory stimuli
Meanings depend on the context
This happens in a process we call priming
Package schematics influence our feelings about the product
Products often assume a "brand personality"
Humans naturally perceive stimuli as organized patterns and objects
The mind has an innate disposition to perceive patterns in the stimulus based on predetermined rules
Gestalt psychology - People interpret meaning from the totality of a set of stimuli rather from any individual stimulus
The field that studies symbols and their role in how we assign meanings
Market Message 3 Basic Components
Advertisers create new relationships between objects and interpretants
The "artificial relationship" becomes more predominant than the real one
Marketers use these insights to develop a positioning strategy
They can use many dimensions to create a brand's position in the market
1.In one word, describe how the music made you feel.
2.What was the main sense activated by watching this commercial? (Sight, hearing, taste, touch, smell)
3.Did this video loose your attention at any point?
4.Would you “skip this ad” after the first 15 seconds, or would you continue to watch?
5.If you were to give Coke a personality, what would it be?
By: Mohab Fekry
Three-stage process of perception
Traditional vs. Subliminal
Is the process by which people select, organize, and interpret stimuli and sensations.
Dollars and Scents
The Perceptual Process
Dollars and Scents
How Images relate to our perception
And Even Colors
The process by which the way a word sounds influences our assumption about what it describes and attributes such as size.
Fragrance and cosmetic
- Alpha M.O.S electronic tongue
Example Coca Cola uses the tongue to test the quality of corn syrups.
Hedonic consumption : Not just features but what more is offered.
"Quality is yesterday’s news. Today we focus on the emotional impact of the product"
"the first moment of truth" winning the consumer in the store with the display and the packaging
What are my current Personal Needs ?
new effective methods
What I want to see, only
Extensive exposure leading to completely
disregarding the stimulus
Let's Start with an Experiment
Are You Ready?
How the same image
can have different perceptions
Usage of Coffee aroma in gas stations
Dog food scent stickers in front of pet stores
how marketers can brand their products through sound
Harley Davidson Sound Trademark
I want consumer to notice change
I don't want consumer to notice change