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Презентация на тему Consumer Behavior: Buying, Having, and Being

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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
Consumer Behavior: Buying, Having, and BeingTwelfth EditionChapter 3PerceptionCopyright © 2017, 2015, 2013 Learning Objectives (1 of 2)3.1 The design of a product today is Learning Objectives (2 of 2)3.4 Subliminal advertising is a controversial—but largely ineffective—way Learning Objective 3.1The design of a product is often a key driver SensationVisionScentSoundTouchTasteHedonic consumptionContext effects Sensory MarketingCompanies think carefully about the impact of sensations on our product experiences. Vision (1 of 2)Trade dressColor forecasts Vision (2 of 2)Table 3.1 Marketing Applications of ColorsSource: Adapted from Leo Dollars and ScentsLike color, odor can also stir emotions and memory. Scent For Reflection (1 of 8)Imagine you are the marketing consultant for the Learning Objective 3.2Products and commercial messages often appeal to our senses, but 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 decline. How has your sense of touch influenced your reaction to a product? Learning Objective 3.3Perception is a three-stage process that translates raw stimuli into meaning. 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 brand’s 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 devoted 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 reveal Do you think that subliminal perception works?Under what conditions could it work?For Reflection (5 of 8) Learning Objective 3.5We interpret the stimuli to which we do pay attention InterpretationInterpretation refers to the meaning we assign to sensory stimuli, which is Stimulus OrganizationGestalt: The whole is greater than the sum of its partsClosure: Give an example when you were affected my closure, similarity, or the Learning Objective 3.6 The field of semiotics helps us to understand how Figure 3.4 Semiotic RelationshipsObjectSignInterpretantIconIndexSymbol Examples of Brand Positioning Think of a commercial you have recently seen and explain the object, How do your favorite brands position themselves in the marketplace?Which possible positioning Chapter SummaryThe design of a product affects our perception of it.Products and Copyright
Слайды презентации

Слайд 2 Learning Objectives (1 of 2)
3.1 The design of

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

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

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

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

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

often a key driver of its success or failure.


Слайд 5 Sensation
Vision
Scent
Sound
Touch
Taste
Hedonic consumption
Context effects

SensationVisionScentSoundTouchTasteHedonic consumptionContext effects

Слайд 6 Sensory Marketing
Companies think carefully about the impact of

Sensory MarketingCompanies think carefully about the impact of sensations on our product experiences.

sensations on our product experiences.


Слайд 7 Vision (1 of 2)
Trade dress
Color forecasts

Vision (1 of 2)Trade dressColor forecasts

Слайд 8 Vision (2 of 2)
Table 3.1 Marketing Applications of

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

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

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

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

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

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

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

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

Key Concepts in Use of SoundAudio watermarkingSound symbolismPhenomes

Слайд 13 Key Concepts in the Use of Touch
Endowment effect
Haptic
Kansei

Key Concepts in the Use of TouchEndowment effectHapticKansei engineering

engineering


Слайд 14 Some studies suggest that as we age, our

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

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

How has your sense of touch influenced your reaction to a

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

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

translates raw stimuli into meaning.


Слайд 17 Stages of Perception
Exposure
Attention
Interpretation

Stages of PerceptionExposureAttentionInterpretation

Слайд 18 Figure 3.1 Perceptual Process

Figure 3.1 Perceptual Process

Слайд 19 Stage 1: Key Concepts in Exposure
Sensory threshold
Psychophysics
Absolute threshold
Differential

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

threshold
JND
Weber’s Law


Слайд 20 The Pepsi Logo Over Time

The Pepsi Logo Over Time

Слайд 21 How much of a change would be needed

How much of a change would be needed in a favorite

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 -

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

but largely-perceived ineffective - way to talk to consumers.


Слайд 23 Subliminal Perception
Embeds

Subliminal PerceptionEmbeds

Слайд 24 Stage 2: Attention
Attention is the extent to which

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

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

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

vigilance
Perceptual defense


Слайд 26 Factors Leading to Adaptation
Intensity
Duration
Discrimination
Exposure
Relevance

Factors Leading to AdaptationIntensityDurationDiscriminationExposureRelevance

Слайд 27 Stimulus Selection Factors
Contrast
Size
Color
Position
Novelty

Stimulus Selection FactorsContrastSizeColorPositionNovelty

Слайд 28 Figure 3.3 The Golden Triangle
Figure 3.3 The Golden

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

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

Do you think that subliminal perception works?Under what conditions could it work?For Reflection (5 of 8)

conditions could it work?
For Reflection (5 of 8)


Слайд 30 Learning Objective 3.5
We interpret the stimuli to which

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

we do pay attention according to learned patterns and

expectations.

Слайд 31 Interpretation
Interpretation refers to the meaning we assign to

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

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

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

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

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

closure, similarity, or the figure ground principle.
For Reflection (6

of 8)

Слайд 34 Learning Objective 3.6
The field of semiotics helps

Learning Objective 3.6 The field of semiotics helps us to understand

us to understand how marketers use symbols to create

meaning.

Слайд 35 Figure 3.4 Semiotic Relationships
Object
Sign
Interpretant
Icon
Index
Symbol

Figure 3.4 Semiotic RelationshipsObjectSignInterpretantIconIndexSymbol

Слайд 36 Examples of Brand Positioning

Examples of Brand Positioning

Слайд 37 Think of a commercial you have recently seen

Think of a commercial you have recently seen and explain the

and explain the object, sign and interpretant.
For Reflection (7

of 8)

Слайд 38 How do your favorite brands position themselves in

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

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

Chapter SummaryThe design of a product affects our perception of it.Products

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.

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