Learning Objectives

3 1. The design of a product today is a key

driver of its success or failure.
Perception 2. Products and commercial messages often
appeal to our senses, but because of the
profusion of these messages we don’t
notice most of them.
CONSUMER
BEHAVIOR, 12e 3. Perception is a three-stage process that
Michael R. Solomon translates raw stimuli into meaning.

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Learning Objectives (Cont.) Learning Objective 1

4. Subliminal advertising is a controversial— The design of a product
but largely ineffective—way to talk to is often a key driver of
consumers. its success or failure.
5. We interpret the stimuli to which we do pay
attention according to learned patterns and
expectations.
6. The field of semiotics helps us to
understand how marketers use symbols to
create meaning.

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Sensation Sensory Marketing

• Vision • Hedonic consumption • Companies think carefully about the
• Scent • Context effects impact of sensations on our product
• Sound experiences.
• Touch
• Taste

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 Vision Vision
• Trade dress
• “Tiffany Blue”
• Color forecasts

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Dollars and Scents For Reflection

• Like color, odor can also stir emotions and • Imagine you are the marketing consultant
memory. for the package design of a new brand of
• Scent Marketing is a form of sensory premium chocolate.
marketing that we may see in lingerie, • What recommendations would you make
detergents, and more. regarding sight and scent?

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Learning Objective 2 Key Concepts in Use of Sound

Products and commercial messages often appeal • Audio watermarking
to our senses, but because of the profusion of
these messages, we don’t notice most of them.
• As brand element
• Sound symbolism
• Hard vs. soft sounds
• “Shell”
• “Caterpillar”

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 Key Concepts in the Use of Touch For Reflection
• Endowment effect • Some studies suggest that as we age,
• Value more if “own” our sensory detection abilities decline.
• Touch → attachment What are the implications of this
phenomenon for marketers who target
• Haptic (touch) elderly consumers?
• more sure about
what we perceive if
we can touch it

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For Reflection Learning Objective 3

• How has your sense of touch influenced Perception is a three-stage process that
your reaction to a product? translates raw stimuli into meaning.
• Which of your senses do you feel is most
influential in your perceptions of products?

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Stages of Perception Stage 1: Key Concepts in Exposure

• Exposure→ Attention→ Interpretation • Sensory threshold
• Absolute threshold (minimum to detect)
• Differential threshold (to detect change)
• JND (just noticeable difference)
• Weber’s Law (amount of change required
to notice change relates to intensity of
original stimulus)

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 The Pepsi Logo Over Time For Reflection
• How much of a change would be needed
in a favorite brand’s price, package size,
or logo would be needed for you to notice
the difference?
• How would differences in these variables
affect your purchase decisions?

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Learning Objective 3 Subliminal Perception

Subliminal Advertising is a controversial - but Embeds
largely-perceived ineffective - way to talk to
consumers.

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Stage 2: Attention How Do Marketers Get Attention?

• Attention is the extent to which processing Personal Selection Factors
activity is devoted to a particular stimulus • Experience
• Consumers experience sensory overload • Result of acquiring and processing stimulation
over time
• Marketers need to break through the clutter • Perceptual filters
o Vigilance:if related to current needs
o Defense: ignore what you don’t want to see
o Adaptation: no longer pay attention (next
slide)

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 Factors Leading to Adaptation Stimulus Selection Factors

• Contrast
Intensity Discrimination
• Size
Less intense, less If simple, need less • Color
impact attention
• Position
• Novelty
Exposure Relevance

Familiarity habituates Irrelevant is

unimportant
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Figure 3.3 The Golden Triangle Learning Objective 5

We interpret the stimuli to which we do pay
attention according to learned patterns and
expectations.

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brains fixed sth incomplete bc of schema: whole is greater than

Interpretation Stimulus Organization

Interpretation refers to the meaning we • Gestalt: the whole is greater than the sum of its
assign to sensory stimuli, which is based on parts
a schema • Closure: people perceive an incomplete
picture as complete
• Similarity: consumers group together objects
that share similar physical characteristics
• Figure-ground: one part of the stimulus will
dominate (the figure) while the other parts
recede into the background (ground)

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 For Reflection Learning Objective 6
• Give an example when you were affected The field of semiotics
by closure, similarity, or the figure ground helps us to understand
principle. how marketers use
symbols to create
meaning.

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Figure 3.4 Semiotic Relationships Group Discussion

• Object: focus of message • Think of a commercial you have recently
• Sign: sensory image that seen and explain the object, sign and
represents intended interpretant.
meaning
• Interpretant: meaning
derived from sign

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Examples of Brand Positioning For Reflection

Lifestyle Grey Poupon is “high class” • How do your favorite brands position
Price leadership L’Oreal sells Noisome brand face cream
themselves in the marketplace?
Attributes Bounty paper towel is a “quicker picker
upper” (high quality, high absorbency)
• Which possible positioning strategies
Product class The Spyder Eclipse is a sporty convertible seem to be most effective?
Competitors Northwestern Insurance is the quiet
company
Occasions Use Wrigley’s gum when you can’t smoke

Users Levi’s Dockers targeted to young men

Quality At Ford, “Quality is Job 1”

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 Chapter Summary
• The design of a product affects our
perception of it.
• Products and messages may appeal to Case Study: Lush
our senses.
• Perception is a three-stage process that • If you can, please visit a Lush
translates raw stimuli into meaning. store before this discussion (if
not, at least visit their website)
• Subliminal advertising is controversial.
• We interpret stimuli using learned
patterns.
• Marketers use symbols to create meaning.
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CS 3-1 Group Discussion: Q.3-19

• Based on your understanding of the • Colors and designs of products are chosen
perceptual process, discuss how Lush so that they appeal to particular target
uses sensory marketing for its products groups.
and encourages its customers to process • What is your view of the ideal color, design,
information and packaging that would attract male vs.
• Use as many of the key words and female consumers?
concepts covered in today’s lecture • Product category: Toiletries (articles used
in washing and taking care of one's body,
such as soap, shampoo, and toothpaste)
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