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Lesson 3 Marketing - Perception

This document discusses consumer sensation and perception. It begins by defining sensation and perception as the process by which our sensory receptors respond to stimuli in our environment and how we interpret that sensory information. It then outlines the five senses and different sensory stimuli. The document explores how biological and social factors can influence our sensory perceptions, and how attention and interpretation affect how we process sensory inputs when making decisions.

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61 views22 pages

Lesson 3 Marketing - Perception

This document discusses consumer sensation and perception. It begins by defining sensation and perception as the process by which our sensory receptors respond to stimuli in our environment and how we interpret that sensory information. It then outlines the five senses and different sensory stimuli. The document explores how biological and social factors can influence our sensory perceptions, and how attention and interpretation affect how we process sensory inputs when making decisions.

Uploaded by

api-639942719
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Consumer Behaviour:

Sensation & Perception

Practicum Block V
Julie Lex
University of Winnipeg
CRT/Retailing/Marketing 20s/30s/40S
Last Class Recap

● What is consumer behaviour?


○ Process
○ Issues
● Consumer impact on
marketing
● Marketing impact on
consumers
● Consumer segmentation
● Why do we buy?
Outline

● Introduction
● What are sensation/perception?
● Sensory info
○ Receptors
○ Stimuli
○ Inputs
● Biological/social construction
○ Senses
● Attention
● Interpretation
● Wrap-up
How Do We Choose Our Products?
What are Perception and Sensation?

● The process by which sensations are


selected, organized, and interpreted
● The immediate response of our sensory
receptors to basic stimuli
What are sensory receptors?

● Eyes
● Ears
● Nose
● Mouth
● Skin
What are sensory stimuli?

● Sights
● Sounds
● Smells
● Tastes
● Textures
What Are Sensory Inputs?

● Sensory inputs create


associations in terms
of decisions,
memories, and choices
● Would you buy a new
sweater without
touching it? Why/why
not?
How do Sensory Inputs Affect Vision?

● We see colour, size, and


shape
● We have biological and
socially-constructed reactions
to colour
What Are Biological Reactions to Colour?

Stimulating

● Women see colours better than men


○ Prefer brighter colours and
sensitive to subtle patterns and
Calming shades
● Older people see colours in a dull cast
and prefer white/bright tones
○ Lexus makes 60% of their vehicles
in white
Attention
Are Colours Socially Constructed?

Danger

Girls Boys Purity Love Eco

Passion

Trade Dress
Does Container Size Matter?

● Consumers eat 45% more popcorn from a


large bucket
● People pour 30% extra into a glass if it is
short and wide
● Small packs of candy are eaten more if
multiple are available
● Students ate more M&Ms when given
bowls with 10 (vs 7) colours of M&Ms
How Does Smell Work?

● Processed by the limbic


system
● We do not actively process, it
is effortless
● Can lead to immediate
emotions
● Smells are remembered
easily because it requires no
effort
Reactions

Relaxing Feminine

Socially-Constructed
Biological

Arousing Masculine

Disgust Floor Cleaner


Does Hearing Play a Part?
What About Touch?

● Touching creates attachment and


increases judgment confidence
● Waiters who touch patrons receive
bigger tips
● Touching an item forms a relationship
with the product (30% more likely to
buy)
How Does Attention Factor In?

● Attention is how much processing


activity is devoted to a particular
stimulus (thing)
● We can only process 3-5 pieces of
info at a time, so marketers have to
weed out the clutter
● Perceptual selectivity occurs
○ People only pay attention to a
small portion of stimuli that they
are exposed to
●
What is Interpretation?

● Interpretation
○ meaning that people assign
to sensory stimuli
● Schema-consistency
○ consumers interpret
information in a way that is
consistent with an existing
schema
● Interpretation varies
Wrap-up

● What are
sensation/perception?
● Sensory info
○ Stimuli
○ Inputs
○ Receptors
● Biological/social construction
○ Senses
● Attention
● Interpretation
Questions/Comments?

Next Step: Complete


the associated mini
activity
Thanks

Credits: This
presentation template
was created by SlidesGo

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