chapter 4
consumer perceptions
LEARNING OUTCOME 1 • basic emotions - linked to smell
DEFINE PERCEPTIONS
2. SCENT • e.g. fragrance of freshly baked
STIMULI cookies can be linked to
PERCEPTION
childhood
• important to marketers as they
• person’s awareness of, reaction to & need to understand whether
interpretation of stimuli consumers will accept/reject
• process by which stimuli are selected, organised 3. TASTE
STIMULI stimulus
and interpreted • perceived health issues &
• process of assigning meaning to what is senses cultural acceptability play
• has subjective nature – every person reacts to important role
stimuli in their own way
4. TOUCH
• stimulus – any physical object/event to which STIMULI • feeling or texture of a product
person is exposed to
COLOUR
• determines whether person
WHY DO MARKETERS STUDY CONSUMER becomes aware of stimuli or not
PERCEPTIONS & affects person’s emotional
response to stimuli
• consumers’ purchasing decisions are based on • colour qualities:
their perceptions o hue: pigment contained in
colour
LEARNING OUTCOME 2 o saturation: richness of
EXPLAIN THE PERCEPTION PROCESS colour
• perception relies on two sub-processes: o lightness: depth of tone,
o sensation (stimulus, sensory receptors, light or dark
attention) FORM
o meaning (interpretation, memory, decision) 5. VISUAL • people generally prefer objects
STIMULTI
with curves shapes rather than
angular/sharp objects
1. STIMULI • when marketers decide which
colours to use in marketing
• perception process starts with person being communications, they must
exposed to stimuli consider the following:
o who their market is + their
• must be loud enough to be intentions
perceived and must be clearly o how colour can affect
distinguishable from consumer’s emotional
1. AUDITORY response (can impact their
STIMULI background sounds
• marketers must consider how purchasing decisions)
music impacts mood & o should be aware of effects
behaviour while shopping of shape on consumers
12
consumer perceptions
LEARNING OUTCOME 1 • basic emotions - linked to smell
DEFINE PERCEPTIONS
2. SCENT • e.g. fragrance of freshly baked
STIMULI cookies can be linked to
PERCEPTION
childhood
• important to marketers as they
• person’s awareness of, reaction to & need to understand whether
interpretation of stimuli consumers will accept/reject
• process by which stimuli are selected, organised 3. TASTE
STIMULI stimulus
and interpreted • perceived health issues &
• process of assigning meaning to what is senses cultural acceptability play
• has subjective nature – every person reacts to important role
stimuli in their own way
4. TOUCH
• stimulus – any physical object/event to which STIMULI • feeling or texture of a product
person is exposed to
COLOUR
• determines whether person
WHY DO MARKETERS STUDY CONSUMER becomes aware of stimuli or not
PERCEPTIONS & affects person’s emotional
response to stimuli
• consumers’ purchasing decisions are based on • colour qualities:
their perceptions o hue: pigment contained in
colour
LEARNING OUTCOME 2 o saturation: richness of
EXPLAIN THE PERCEPTION PROCESS colour
• perception relies on two sub-processes: o lightness: depth of tone,
o sensation (stimulus, sensory receptors, light or dark
attention) FORM
o meaning (interpretation, memory, decision) 5. VISUAL • people generally prefer objects
STIMULTI
with curves shapes rather than
angular/sharp objects
1. STIMULI • when marketers decide which
colours to use in marketing
• perception process starts with person being communications, they must
exposed to stimuli consider the following:
o who their market is + their
• must be loud enough to be intentions
perceived and must be clearly o how colour can affect
distinguishable from consumer’s emotional
1. AUDITORY response (can impact their
STIMULI background sounds
• marketers must consider how purchasing decisions)
music impacts mood & o should be aware of effects
behaviour while shopping of shape on consumers
12
