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1、Chapter 2PerceptionCONSUMER BEHAVIORFourth EditionMichael R. SolomonSensation and PerceptionSensationRefers to the immediate response of our sensory receptors (eyes, ears, nose, mouth, fingers) to such basic stimuli as light, color, and sound.PerceptionProcess by which these sensations are selected,

2、 organized, and interpreted.People only process a small amount of information (stimuli).An even smaller amount is attended to and given meaning.The Perception Process ExposureAttentionInterpretationResponsePerceptionSTIMULI or SENSORY INPUTSSensationMeaningSensory Systems Visual Elements in Advertis

3、ing, Store Design and Packaging. Odors Can Stir Emotions or Create Feelings Such as Happiness/ Hunger. Research Has Analyzed Effects of : Background Music & Speaking Rates VisionSmellSoundTouchTaste Shown to Be a Factor in Sales Interactions. Ethnicity Affects Taste Preferences.ExposureDegree to whi

4、ch people notice a stimulus that is within range of their sensory receptors.Consumers:Concentrate on some stimuli,Are unaware of others,Even go out of their way to ignore some messages.Pychophysics - Science that focuses on how the physical environment is integrated into our personal, subjective wor

5、ld.Sensory ThresholdsAbsolute Threshold refers to the minimum amount of stimulation that can be detected on a sensory channel.Marketing Stimuli Differential Threshold refers to the ability of a sensory system to detect changes or differences between two stimuli. (j.n.d.-Just Noticeable Difference &

6、Webers Law)Lowest Intensity of a Stimulus That Consumers are Capable of Perceiving:Subliminal Perception Subliminal Perception Occurs When The Stimulus Is Below The Level Of The Consumers Awareness.EmbedsTiny Figures in PrintAdvertisingSubliminal TechniquesAuditory MessagesMessages on SoundRecording

7、sLow-Level Auditory StimulationThreshold MessagingInfluence of Subliminal Messages Does Subliminal Perception Work? ThresholdDifferencesDistance andPosition ControlViewingAttention ControlGeneralizedEffectAttentionRefers to the extent to which processing activity is devoted to a particular stimulus.

8、Consumers often suffer Sensory Overload, exposure to far more information than they are capable of or willing to process. Example: More than 6000 TV commercials are run each week.Perceptual SelectionPerceptual Selection Means that People Pay Attention to Only a Small Portion of Stimuli to Which They

9、 Are Exposed. How do Consumers Choose What to Pay Attention To? ExperienceResult of Acquiring Information Over TimeAdaptationPerceptualDefensePerceptual VigilancePerceptual FiltersPast Experiences Influences What We Decide to ProcessDurationDiscriminationIntensityRelevanceExposureAdaptationFactors L

10、eading to Adaptation Perceptual SelectionHow do Consumers Choose What to Pay Attention To?Stimulus Selection FactorsSizePositionNoveltyColorCreate Contrast so That Stimuli is More Likely to Be Noticed. Remember Webers Law.InterpretationRefers to the meaning that we assign to sensory stimuli.Consumer

11、s assign meaning to stimuli based on Schema, or set of beliefs, to which the stimuli is assigned.The schema will determine what criteria will be used to evaluate the: product, package, message.Stimulus OrganizationThe Gestalt Perspective (Summarized as “The Whole is Greater Than the Sum of Its Parts

12、) Provides Several Principles Relating to the Way Stimuli Are Organized:Principle of SimilarityConsumers Tend to Group Objects That Share SimilarPhysical Characteristics. Figure-Ground PrincipleOne Part of the Stimulus Will Dominate (the Figure) WhileOther Parts Recede Intothe Backdrop (the Ground)

13、Closure PrinciplePeople Tend to Perceive an plete Picture as Whole.Perceptual PositioningPositioning Strategy Uses Elements of the Marketing Mix to Influence the Consumers Interpretation of Its Meaning.AttributesUsersLifestyleQualityPrice LeadershipProduct ClassCompetitorsOccasionsPositioningDimensionsRepositioningCurrent Brand is “Cannibalizing”O(jiān)ther Brands in