Unit 3 - Perception
Sensation
5 senses
Hedonic consumption – multisensory, fantasy and emotional aspects of consumers’
interactions with products, all our senses at the same time. E.G. Build-a-Bear
Context effects – the sensations that subtly influence how we think about products
we encounter.
Vision
Visual channel
The most important sense
Colour, size and styling
Scent
Odour most linked to emotions and memory
See it in lingerie, detergents and more
Sound
Audio watermarking, a piece of music that gets stuck in our heads
The way it sounds is important
Soft consonant sounds like M and L sound nicer than harsher consonants such as K
and G
Touch
More sure about something if we can touch it
If you touch it for at least 30 seconds you’re more likely to buy it
Make the texture feel good
Taste
If it tastes good you’re more likely to buy it again
We’re only going to pay attention to a little bit we are exposed to
Sensation
5 senses
Hedonic consumption – multisensory, fantasy and emotional aspects of consumers’
interactions with products, all our senses at the same time. E.G. Build-a-Bear
Context effects – the sensations that subtly influence how we think about products
we encounter.
Vision
Visual channel
The most important sense
Colour, size and styling
Scent
Odour most linked to emotions and memory
See it in lingerie, detergents and more
Sound
Audio watermarking, a piece of music that gets stuck in our heads
The way it sounds is important
Soft consonant sounds like M and L sound nicer than harsher consonants such as K
and G
Touch
More sure about something if we can touch it
If you touch it for at least 30 seconds you’re more likely to buy it
Make the texture feel good
Taste
If it tastes good you’re more likely to buy it again
We’re only going to pay attention to a little bit we are exposed to
