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CSU DM 272 - Chapter 2: Perception

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DM 272 1st Edition Lecture 5Outline of Last Lecture I. Consumer Behavior-Role TheoryII. Marketers and Consumer BehaviorIII. The Underlying Principles of Consumer BehaviorIV. How to Develop Good Consumer Research QuestionsOutline of Current Lecture I. Chapter 2: IntroductionII. An Overview of the Perceptual ProcessIII. Sensory SystemsIV. ExposureCurrent LectureChapter 2: Introduction- Sensation: Immediate response of the sensory receptors (eyes, ears, nose mouth,fingers and skin) to basic stimuli. - Perception: Process by which a person selects, organizes, and interprets the sensations. An Overview of the Perceptual Process- Sensory stimuli (sights, sounds, smells, tastes and textures)- Sensory receptors (eyes, nose, ears, mouth and skin)- Exposure - Attention - InterpretationSensory Systems- Hedonic consumption: the multisensory, fantasy, and emotional aspects of consumers’interactions with products. o Example: concert, Disneyworld, movie theatre- Vision: Visual elements in advertising store design and packaging- Smell: Odors can stir emotions, create feelings, or relief stress- Sound: Background music creates desired moodsThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.- Touch: Shown to be a factor in sales interactions- Taste: Ethnicity affects taste preferencesExposure- Exposure: when a stimulus comes within the range of someone’s sensory receptors- Sensory Thresholdso Absolute Threshold: the minimum amount of stimulation that can be detectedon a sensory channelo Differential Threshold: the ability of a sensory system to detect changes ordifferences between two stimuli Just Noticeable Difference (J.N.D)- Weber’s Law: the stronger the initial stimulus, the greater the change must be for it tobe


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