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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 messages we don’t notice most of them.
3.3 Perception is a three-stage process that translates raw stimuli into meaning.
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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.
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Learning Objective 3.1
The design of a product is
often a key driver of its success or failure.
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Sensation
Vision
Scent
Sound
Touch
Taste
Hedonic consumption
Context effects
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Sensory Marketing
Companies think carefully about the impact of
sensations on our product experiences.
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Vision (1 of 2)
Trade dress
Color forecasts
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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.
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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.
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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?
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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.
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Key Concepts in Use of Sound
Audio watermarking
Sound symbolism
Phenomes
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Key Concepts in the Use of Touch
Endowment effect
Haptic
Kansei
engineering
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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)
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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)
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Learning Objective 3.3
Perception is a three-stage process that
translates raw stimuli into meaning.
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Stages of Perception
Exposure
Attention
Interpretation
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Stage 1: Key Concepts in Exposure
Sensory threshold
Psychophysics
Absolute threshold
Differential
threshold
JND
Weber’s Law
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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)
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Learning Objective 3.4
Subliminal Advertising is a controversial -
but largely-perceived ineffective - way to talk to consumers.
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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
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How Do Marketers Get Attention?
Personal Selection Factors
Experience
Perceptual filters
Perceptual
vigilance
Perceptual defense
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Factors Leading to Adaptation
Intensity
Duration
Discrimination
Exposure
Relevance
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Stimulus Selection Factors
Contrast
Size
Color
Position
Novelty
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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).
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Do you think that subliminal perception works?
Under what
conditions could it work?
For Reflection (5 of 8)
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Learning Objective 3.5
We interpret the stimuli to which
we do pay attention according to learned patterns and
expectations.
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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.
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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)
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Give an example when you were affected my
closure, similarity, or the figure ground principle.
For Reflection (6
of 8)
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Learning Objective 3.6
The field of semiotics helps
us to understand how marketers use symbols to create
meaning.
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Figure 3.4 Semiotic Relationships
Object
Sign
Interpretant
Icon
Index
Symbol
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Think of a commercial you have recently seen
and explain the object, sign and interpretant.
For Reflection (7
of 8)
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How do your favorite brands position themselves in
the marketplace?
Which possible positioning strategies seem to be most
effective?
For Reflection (8 of 8)
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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.
