Chapter 2: Perception: Sensory System Sensation and Perception - Sensation is the immediate response of our sensory receptors (eyes, ears, nose, mouth, and fingers) to basic stimuli (light, color, sound, odor, and texture)  we receive external stimuli though our five senses- Perception is the process by which sensations are selected, organized and interpreted Perceptual ProcessExposure- how different sensory stimuli affect sensory receptors AttentionInterpretation – people interpret things differently Hedonic Consumption - Hedonic consumption: multisensory, fantasy, and emotional aspects of consumersSensory Systems - Our world is a symphony of colors, sounds, odors, tastes - Omni Hotel  their commercial tries to appeal to all the different senses - Sensory signature  differentiation tool from one brand to another based on marketers appeal to one or multiple sensors EXAMColor in marketing context - Distinguish itself from competition  similar colors between Netflix and Redbox- Color as a tool of a rebranding strategy  EX Pink with VS- Color use in customization strategies  EX Dells colorful laptops, iPods arrayof colors, Nike Shoes, Timbuk2 messenger bag- Color provokes emotions (major roll of color)  Vision: Responses to color are biological, cultural and learnt - Red  love, sexy, emergency, energy, vibrancy, enthusiasm, romantic dating context, ALSO strongly associated to mistakes because of grading in red pens,spending less money, low competence in achievement contexts, being alert (people spend longer in blue environment because they feel more relaxedo Objects have symbolic meanings and transfer associations to people:  People wearing glasses  more intelligent People smoking cigars  more confident  People viewed by a flag  more patriotic  Blue  is calming and is the best choice for dentist office. American Express launched its blue card as a symbol of ‘peace and limitlessness’  Green  symbolizes nature and growth: Starbucks (used to be brown)  Black  new red: seductive, luxurious, elegant, classyScentsOdors create mood and promote memories: Coffee= childhood, home (EX Folgers) -Marketers use scents: Inside products In promotions (EX scratch ‘n sniff) SoundSound affects people’s feelings and behaviors 2010 Lincoln MRK commercialCongruity between the lyrics of songs and retail store zones is important Delta uses music to affect behavior Contemporary, upbeat= more stimulation Slower tempo= more relaxing Bank of America  the song was also available on iTunes during Super Bowl 2014 and they donated $1 for each download to help AIDS foundation Sound: how to choose the right song?Ford Fiesta’s target: ‘older millennials,” Around 30: folk/rock group the Lumineers and hip-hop artist Kid Cudi Touch Haptic senses—or ‘touch’== is the most basic of senses; we learn this before vision and smell  Haptic senses affect product experiences and judgmentTouch: texture and associations EX of tea bags in a paper like bag compared to the Tazo tea bag which had more silk texture Kansei Engineering Kansei engineering (Prof. Nagamachi) is a Japanese philosophy that translates customers’ feelings into design elements  EX: Mazda “Human-Machine Unification”, Sharp refrigerator Taste Marketers utilize taste appeals in their promotions to differentiate the product  Ben & Jerry’s Phish food with a cat in the background to show that it’s appealing  Flavor houses develop new concoctions for consumer palates The more respect we have for ethnic dishes, the more spicy food we desire Five-Sense Product Appeals  Singapore airlines (holistic experience)  high end, unique, they dress colorful, wear a perfume and Asian style  Magnum 5 senses ice cream  Color changing candleHow to eat chocolate the right way?Lindt excellence chocolate has all the steps to enjoy chocolate 1-5Exposure Exposure occurs when a stimulus comes within range of someone’s sensory receptors We can concentrate, ignore or completely miss stimuli Cadillac’s 5 second adChapter Summary  Perception is a 3 stage process that translates raw stimuli into meaning Products and messages may appeal to our senses Marketers strive to create a sensory signature Multisensory communication appeals are persuasive Differential Threshold-size-position- People pay attention when the message is on the right because it attracts more attention to us when it’s on the right -color- attracts more attention and stimulates more feelings -novelty- the quality of being new, unusual  the kit kat bar on a bench to blend it to be the wood Interpretation -Interpretation refers to the meaning we assign to sensory stimuli, which is based on a schema -A schema: a set of beliefs, knowledge structure regarding a certain object, attribute, topic  EX: gender schema (have a set of beliefs of how men and women should behave) , getting coffee in the morning, drinking orange juice, drinking soda in the morning would not be a schema, a superstition, older people are slower -create examples that are against the schema (M&M’s melt in your mouth not your hand) Interpretation: PrimingPriming: activating a set of beliefs that direct your behaviors and cognition  making the associations active/ awake Priming Leads to Conceptual FluencyMayo advertisement  have a preconception linked to mayo  next to have ketchup If the next advertisement was BMW, then there would not be conceptual fluency -some consequences are they compliment one another because they create links within your memory  normally leads to positive effect to the next advertisementInterpretation: Schema - Package schemas  showing one cookie on the front of a package and four in another... more likely to purchase the cookie box with 4 on front if you’re hungry-if you have a heavy package then you would want to place it on the bottom and to the right because since we read left to right the left side is perceived to be the fulcrum (center)-EX: when you look at a menu you put the lower calorie items at the top compared to the heavier menu items at the bottom - Human schemas  when you humanize an object it’s supposed to appeal more to the consumer EX: the blender that has human features vs the one without them o Anthropomorhpization KNOW Stimulus OrganizationGestalt: the whole is greater than the sum of its parts- Principle of Closure: people