Internal Influences on Consumer Behaviour
Perception
p roducts and commercial messages often appeal to consumer senses, but because the
profusion of these messages, consumers do not notice most of these message
Chapter 2 Perception
At the end of this chapter, you must be able to explain the following:
1. The e ect of ads to consumer senses.
2. Perception 3 stages process to change stimuli to meaning
3. Semiotic - using symbol to create meaning
1
, P
erception is the process for consumers to select and interpret sensation. Sensations
is the consumers’ immediate interactions with sensory receptors such as eyes, ears,
skin, nose, mouth, and ngers.
There are three (3) stages of perception process.
Exposure
When the consumer in contact with stimulus. Perception arises when there is exposure.
Attention
When the brain uses resources to process the stimulus. Selective attention is when
consumer paying attention to stimulus that is interesting/relevant to them.
Interpretation
When the consumer give meaning to the stimulus exposed to them.
Sensory Marketing
Manipulation of senses to in uence consumers experience.
Marketers using di erent senses to create a positive impression for
their brand. By appealing to multiple senses and sensory cues,
marketers able to win customer’s attention and trust.
Sensory marketing use creative ways to appeal to the customer’s
needs and wants. These creative sensory marketing would make
lasting impression which trigger sensory stimulus.
Sensory marketing with sight
Visual elements in advertising, store design, and packaging is
important elements in sensory marketing with sight. These visual
elements such as colours, size, and styling communicate certain
meanings.
2
Perception
p roducts and commercial messages often appeal to consumer senses, but because the
profusion of these messages, consumers do not notice most of these message
Chapter 2 Perception
At the end of this chapter, you must be able to explain the following:
1. The e ect of ads to consumer senses.
2. Perception 3 stages process to change stimuli to meaning
3. Semiotic - using symbol to create meaning
1
, P
erception is the process for consumers to select and interpret sensation. Sensations
is the consumers’ immediate interactions with sensory receptors such as eyes, ears,
skin, nose, mouth, and ngers.
There are three (3) stages of perception process.
Exposure
When the consumer in contact with stimulus. Perception arises when there is exposure.
Attention
When the brain uses resources to process the stimulus. Selective attention is when
consumer paying attention to stimulus that is interesting/relevant to them.
Interpretation
When the consumer give meaning to the stimulus exposed to them.
Sensory Marketing
Manipulation of senses to in uence consumers experience.
Marketers using di erent senses to create a positive impression for
their brand. By appealing to multiple senses and sensory cues,
marketers able to win customer’s attention and trust.
Sensory marketing use creative ways to appeal to the customer’s
needs and wants. These creative sensory marketing would make
lasting impression which trigger sensory stimulus.
Sensory marketing with sight
Visual elements in advertising, store design, and packaging is
important elements in sensory marketing with sight. These visual
elements such as colours, size, and styling communicate certain
meanings.
2
