Consumer Behavior: Buying, Having, and Being

Июль 23, 2022

Главная
Маркетинг
Consumer Behavior: Buying, Having, and Being

Содержание

2. Learning Objectives (1 of 2) 3.1 The design of a product today is a key driver
3. Learning Objectives (2 of 2) 3.4 Subliminal advertising is a controversial—but largely ineffective—way to talk to
4. Learning Objective 3.1 The design of a product is often a key driver of its success
5. Sensation Vision Scent Sound Touch Taste Hedonic consumption Context effects
6. Sensory Marketing Companies think carefully about the impact of sensations on our product experiences.
7. Vision (1 of 2) Trade dress Color forecasts
8. Vision (2 of 2) Table 3.1 Marketing Applications of Colors Source: Adapted from Leo Widrich, “Why
9. Dollars and Scents Like color, odor can also stir emotions and memory. Scent Marketing is a
10. For Reflection (1 of 8) Imagine you are the marketing consultant for the package design of
11. Learning Objective 3.2 Products and commercial messages often appeal to our senses, but because of the
12. Key Concepts in Use of Sound Audio watermarking Sound symbolism Phenomes
13. Key Concepts in the Use of Touch Endowment effect Haptic Kansei engineering
14. Some studies suggest that as we age, our sensory detection abilities decline. What are the implications
15. How has your sense of touch influenced your reaction to a product? Which of your senses
16. Learning Objective 3.3 Perception is a three-stage process that translates raw stimuli into meaning.
17. Stages of Perception Exposure Attention Interpretation
18. Figure 3.1 Perceptual Process
19. Stage 1: Key Concepts in Exposure Sensory threshold Psychophysics Absolute threshold Differential threshold JND Weber’s Law
20. The Pepsi Logo Over Time
21. How much of a change would be needed in a favorite brand’s price, package size, or
22. Learning Objective 3.4 Subliminal Advertising is a controversial - but largely-perceived ineffective - way to talk
23. Subliminal Perception Embeds
24. Stage 2: Attention Attention is the extent to which processing activity is devoted to a particular
25. How Do Marketers Get Attention? Personal Selection Factors Experience Perceptual filters Perceptual vigilance Perceptual defense
26. Factors Leading to Adaptation Intensity Duration Discrimination Exposure Relevance
27. Stimulus Selection Factors Contrast Size Color Position Novelty
28. Figure 3.3 The Golden Triangle Figure 3.3 The Golden Triangle Eye-tracking studies reveal that people typically
29. Do you think that subliminal perception works? Under what conditions could it work? For Reflection (5
30. Learning Objective 3.5 We interpret the stimuli to which we do pay attention according to learned
31. Interpretation Interpretation refers to the meaning we assign to sensory stimuli, which is based on a
32. Stimulus Organization Gestalt: The whole is greater than the sum of its parts Closure: people perceive
33. Give an example when you were affected my closure, similarity, or the figure ground principle. For
34. Learning Objective 3.6 The field of semiotics helps us to understand how marketers use symbols to
35. Figure 3.4 Semiotic Relationships Object Sign Interpretant Icon Index Symbol
36. Examples of Brand Positioning
37. Think of a commercial you have recently seen and explain the object, sign and interpretant. For
38. How do your favorite brands position themselves in the marketplace? Which possible positioning strategies seem to
39. Chapter Summary The design of a product affects our perception of it. Products and messages may
41. Скачать презентацию

Слайд 2

Learning Objectives (1 of 2)
3.1 The design of a product today

is a key driver of its success or failure.
3.2 Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don’t notice most of them.
3.3 Perception is a three-stage process that translates raw stimuli into meaning.

Слайд 3

Learning Objectives (2 of 2)
3.4 Subliminal advertising is a controversial—but largely

ineffective—way to talk to consumers.
3.5 We interpret the stimuli to which we do pay attention according to learned patterns and expectations.
3.6 The field of semiotics helps us to understand how marketers use symbols to create meaning.

Слайд 4

Learning Objective 3.1
The design of a product is often a key

driver of its success or failure.

Слайд 5

Sensation
Vision
Scent
Sound
Touch
Taste
Hedonic consumption
Context effects

Слайд 6

Sensory Marketing
Companies think carefully about the impact of sensations on our

product experiences.

Слайд 7

Vision (1 of 2)
Trade dress
Color forecasts

Слайд 8

Vision (2 of 2)
Table 3.1 Marketing Applications of Colors
Source: Adapted from

Leo Widrich, “Why Is Facebook Blue? The Science Behind Colors in Marketing,” Fast Company (May 6, 2013), fastcompany.com accessed February 23, 2015.

Слайд 9

Dollars and Scents
Like color, odor can also stir emotions and memory.

Scent Marketing is a form of sensory marketing that we may see in lingerie, detergents, and more.

Слайд 10

For Reflection (1 of 8)
Imagine you are the marketing consultant for

the package design of a new brand of premium chocolate.
What recommendations would you make regarding sight and scent?

Слайд 11

Learning Objective 3.2
Products and commercial messages often appeal to our senses,

but because of the profusion of these messages, we don’t notice most of them.

Слайд 12

Key Concepts in Use of Sound
Audio watermarking
Sound symbolism
Phenomes

Слайд 13

Key Concepts in the Use of Touch
Endowment effect
Haptic
Kansei engineering

Слайд 14

Some studies suggest that as we age, our sensory detection abilities

decline. What are the implications of this phenomenon for marketers who target elderly consumers?

For Reflection (2 of 8)

Слайд 15

How has your sense of touch influenced your reaction to a

product?
Which of your senses do you feel is most influential in your perceptions of products?

For Reflection (3 of 8)

Слайд 16

Learning Objective 3.3
Perception is a three-stage process that translates raw stimuli

into meaning.

Слайд 17

Stages of Perception
Exposure
Attention
Interpretation

Слайд 18

Figure 3.1 Perceptual Process

Слайд 19

Stage 1: Key Concepts in Exposure
Sensory threshold
Psychophysics
Absolute threshold
Differential threshold
JND
Weber’s Law

Слайд 20

The Pepsi Logo Over Time

Слайд 21

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?

For Reflection (4 of 8)

Слайд 22

Learning Objective 3.4
Subliminal Advertising is a controversial - but largely-perceived ineffective

- way to talk to consumers.

Слайд 23

Subliminal Perception
Embeds

Слайд 24

Stage 2: Attention
Attention is the extent to which processing activity is

devoted to a particular stimulus
Consumers experience sensory overload
Marketers need to break through the clutter

Слайд 25

How Do Marketers Get Attention?
Personal Selection Factors
Experience
Perceptual filters
Perceptual vigilance
Perceptual defense

Слайд 26

Factors Leading to Adaptation
Intensity
Duration
Discrimination
Exposure
Relevance

Слайд 27

Stimulus Selection Factors
Contrast
Size
Color
Position
Novelty

Слайд 28

Figure 3.3 The Golden Triangle
Figure 3.3 The Golden Triangle
Eye-tracking studies

reveal that people typically spend most of their time on a website looking at the “golden triangle” outlined by yellow, orange and red.

Source: Enquiro Search Solutions, Inc. (Now Mediative Performance LP).

Слайд 29

Do you think that subliminal perception works?
Under what conditions could it

work?

For Reflection (5 of 8)

Слайд 30

Learning Objective 3.5
We interpret the stimuli to which we do pay

attention according to learned patterns and expectations.

Слайд 31

Interpretation
Interpretation refers to the meaning we assign to sensory stimuli, which

is based on a schema

Source: Client: XXXLutz; Head of Marketing: Mag. Thomas Saliger; Agency: Demner, Merlicek & Bergmann; Account Supervisor: Andrea Kliment; Account Manager: Albin Lenzer; Creative Directors: Rosa Haider, Tolga Buyukdoganay; Art Directors: Tolga Buyukdoganay, Rene Pichler; Copywriter: Alistair Thompson.

Слайд 32

Stimulus Organization
Gestalt: The whole is greater than the sum of its

parts
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)

Слайд 33

Give an example when you were affected my closure, similarity, or

the figure ground principle.

For Reflection (6 of 8)

Слайд 34

Learning Objective 3.6
The field of semiotics helps us to understand

how marketers use symbols to create meaning.

Слайд 35

Figure 3.4 Semiotic Relationships
Object
Sign
Interpretant
Icon
Index
Symbol

Слайд 36

Examples of Brand Positioning

Слайд 37

Think of a commercial you have recently seen and explain the

object, sign and interpretant.

For Reflection (7 of 8)

Слайд 38

How do your favorite brands position themselves in the marketplace?
Which possible

positioning strategies seem to be most effective?

For Reflection (8 of 8)

Слайд 39

Chapter Summary
The design of a product affects our perception of it.
Products

and messages may appeal to our senses.
Perception is a three-stage process that translates raw stimuli into meaning.
Subliminal advertising is controversial.
We interpret stimuli using learned patterns.
Marketers use symbols to create meaning.

Consumer Behavior: Buying, Having, and Being

Содержание

Learning Objectives (1 of 2)3.1 The design of a product today

Learning Objectives (2 of 2)3.4 Subliminal advertising is a controversial—but largely

Learning Objective 3.1The design of a product is often a key

SensationVisionScentSoundTouchTasteHedonic consumptionContext effects

Sensory MarketingCompanies think carefully about the impact of sensations on our

Vision (1 of 2)Trade dressColor forecasts

Vision (2 of 2)Table 3.1 Marketing Applications of ColorsSource: Adapted from

Dollars and ScentsLike color, odor can also stir emotions and memory.

For Reflection (1 of 8)Imagine you are the marketing consultant for

Learning Objective 3.2Products and commercial messages often appeal to our senses,

Key Concepts in Use of SoundAudio watermarkingSound symbolismPhenomes

Key Concepts in the Use of TouchEndowment effectHapticKansei engineering

Some studies suggest that as we age, our sensory detection abilities

How has your sense of touch influenced your reaction to a

Learning Objective 3.3Perception is a three-stage process that translates raw stimuli

Stages of PerceptionExposureAttentionInterpretation

Figure 3.1 Perceptual Process

Stage 1: Key Concepts in ExposureSensory thresholdPsychophysicsAbsolute thresholdDifferential thresholdJNDWeber’s Law

The Pepsi Logo Over Time

How much of a change would be needed in a favorite

Learning Objective 3.4Subliminal Advertising is a controversial - but largely-perceived ineffective

Subliminal PerceptionEmbeds

Stage 2: AttentionAttention is the extent to which processing activity is

How Do Marketers Get Attention?Personal Selection FactorsExperiencePerceptual filtersPerceptual vigilancePerceptual defense

Factors Leading to AdaptationIntensityDurationDiscriminationExposureRelevance

Stimulus Selection FactorsContrastSizeColorPositionNovelty

Figure 3.3 The Golden TriangleFigure 3.3 The Golden Triangle Eye-tracking studies

Do you think that subliminal perception works?Under what conditions could it

Learning Objective 3.5We interpret the stimuli to which we do pay

InterpretationInterpretation refers to the meaning we assign to sensory stimuli, which

Stimulus OrganizationGestalt: The whole is greater than the sum of its