原创力文档Michael R. Solomon《消费者行为学第6版 Consumer Behavior - Buying, Having, and Being (Sixth Edition)》原版讲义02.doc
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Michael R. Solomon《消费者行为学第6版 Consumer Behavior - Buying, Having, and Being (Sixth Edition)》原版讲义02
C H A P T E R
C H A P T E R
PERCEPTION2
PERCEPTION
2
CHAPTER SUMMARY
In this chapter, students will be exposed to the study of perception—the process by which sensations (light, color, taste, odors, and sound) are selected, organized, and interpreted. The study of perception, then, focuses on what we add to or take away from these raw sensations as we choose which to notice, and then go about assigning meaning to them.
Marketing stimuli have important sensory qualities. We rely on colors, odors, sounds, tastes, and textures (the “feel” of products) when forming evaluations of them. Each of these sensations is discussed and placed into proper context of marketing usage and attention attraction.
How do our sensory receptors pick up sensations? The answer is exposure. Exposure is the degree to which people notice a stimulus that is within range of their sensory receptors. A stimulus must be presented at a certain level of intensity before it can be detected by sensory receptors. A consumer’s ability to detect whether two stimuli are different (the differential threshold) is an important issue in many marketing decisions (such as changing the package design, altering the size of a product, or reducing its size). An interesting study within the exposure area is that of subliminal perception. Although evidence that subliminal persuasion (exposure to visual and audio messages below the level of the consumers’ awareness) is effective is virtually nonexistent, many consumers continue to believe that advertisers use this technique.
All marketers would like to gain the consumer’s attention. Attention refers to the extent to which processing activity is devoted to a particular stimulus. There are barriers that prohibit effective attention (perceptual selection, perceptual vigilance, and perceptual defense). Several factors can influence attention (such as size, color, position, and novelty). New insights are gained in the study of attention in this chapte
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