Perception and sensory

Perception and sensory

1. Perception = stimuli are perceived and interpreted then translated into a response

2. During the perception stage, certain stimuli are selected

   • Focuses on what we add or take away from sensations

3. Vision = marketer relay heavily on this aspect

   • 'Trade dress' = a brands colour distinction
   • Colours can often have symbolic meaning
   • Certain colours can envoke certain feelings
   • Clear product = purity and simplicity
   • Some organisations can own a specific colour if they can prove that consumer associate with them
   • However colour perception can vary depending on the country

4. Smell = Can stir emotions and calm people

   • Responses to scent can come from early experiences
   • Extremely competitive market
   • Home fragrances can make the home seem more inviting
   • Often a baseline demand for many product
   • No universal language for what certain scents can mean
   • Not taught to 'harness' smell as much as other senses
   • Little liklihood to share information about scents due the the competitive nature
   • Scents are often accidently made

5. Touch = A connection can be made through touching

   • Can increase to chances of purchasing and willingness to pay more
   • Consumers can asses the physical quality through touch
   • Can have symbolic meaning
   • Very little research into the effects of touch

6. Taste = Contributes to how we experiance products

   • Company's go to great lengths to ensure that products taste as they should
   • Strong beverages and brands often have distinct tastes that consumers can tell the difference
   • Results of taste tests can be misleading
   • Taste test failures are common

7. Sound = Consumer assoicate well with music

   • Advertising jingles can help to maintain a brand and its awareness
   • Pronouncing certain brands can also influence the perception 'i' and 'a'
   • Sound can also affect behaviour and feelings
   • People can react to the sounds of packaging opened e.g. Pringles
   • 'Functional music' played in stores etc. to relax customers

8. The Gestalt

   • Consumers derive meaning from totality of set stimuli
   • Analyses each stimulus separately will be unable to capture the total affect
   • Provides 3 principals
     • Closure
     • Similarity
     • Figure-ground

9. Authenticity

   • Tourists buying products that may not be autentic
   • Once a good, service, place or experience is commoditised 'the meaning is gone'
   • Commodisiation has destroyed the authenticity of local cultural products
   • Some say however that commoditisation does not always destory cultural product meanings

10. Types of indexicality

    • With inhabitant's era
    • With inhabitant
    • Hypothetical with the inhabitant

11. Forms of iconicity

    • With history
    • With fiction
    • With old things