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1、Chapter2PerceptionCCNSUMERBEHAVIOR,8eMichaelSolomonLearningObjectivesWhenyoufinishthischapteryoushouldunderstandwhy:。Perceptionisathree-stageprocessthattranslatesrawstimuliintomeaning.。Productsandcommercialmessagesoftenappealtooursenses,butwewon“tbeinfluencedbymostofthemt.。Thedesignofaproducttodayis
2、akeydriverofitsSuccessorfailure.。Subliminaladvertisingisacontroversial-butlargelyineffective一waytotalktoconsumers.seeiecczooyaLearningObjectives(Contd)。Weinterpretthestimulitowhichwedopayattentionaccordingtolearnedpatternsandexpectations.。Thescienceofsemioticshelpsustounderstandhowmarketersusesymbol
3、stocreatemeaning.ueeiecczooy口Shelf-StableMilkinAmerica?Parmalat。Shelf-stablemilksoldinEurope。Lasts5-6monthsunopenedwithoutrefrigerationChallenge。HowtochangeAmericanperceptionthatmilkisnotspoiledorunhealthyseeiacczooySensationandPerception。Sensationistheimmediateresponseofoursensoryreceptors(eyes,ear
4、s,nose,mouth,andfingers)tobasicstimuli(light,colorsound,odor,andtexture).。Perceptionisitsplacessbywhicirsensationsareselected,organized,andinterpreted.seeiecczooy口TheProcessofPerceptionEstimulithroughourfivesenseseeiaezeonPeueaeSensorySystemsOurworldisasymphonyofcolors,sounds,odors,tastes,etc.。Marke
5、terscontributetothecommotion。Advertisements,productpackages,radio2ndTVcomierciais,billboardsprovidesensationsseeiacczooy2HedonicConsumption。Hedonicconsumption:multisensory,fantasy,andemotionalaspectsofconsumersinteractionswithproducts。Marketersuseimpactofsensaticnsoncansumeisprodtictsxpaiiencesseeia
6、cczooyEColor。Colorprovokesemotion。Reactionstocolorarebiologicalandcultural。ColorintheUnitedStatesisbecomingbrighterandmorecolnple。Tradedress:colorsassociatedwithspecificcompaniespeueeiacczooyVertical-Horizontallusion*Whichlineislonger:horizontalorvertical2*Ifyouregiventwo240z.glasses,Ewiderglassthanthetallerglassbecauseyoufocusmoreonheightthanwidth“Answer:bothlinessresamelengthseeiaccoroomEaueas
