消费心理学：第3章 消费者感知觉.pptVIP

* How Consumers Handle Risk Seek Information Stay Brand Loyal Select by Brand Image Rely on Store Image Buy the Most Expensive Model Seek Reassurance * Chivas Pepsi 21金维他 Sensory Perceptions - Sound Advertising jingles create brand awareness. Background music creates desired moods. Sound affects people’s feelings and behaviors. Muzak uses a system it calls “stimulus progression” to increase the normally slower tempo of workers during midmorning and midafternoon time slots. (Muzak, Creating Experiences with Music, Voice, and Sound Systems) Sound engineering: Top-end automakers are using focus groups of consumers to help designers choose appropriate sounds to elicit the proper response. * Sensory Perceptions - Touch Relatively little research has been done on the effects of tactile stimulation on the consumer, but common observation tells us that this sensory channel is important. People associate textures of fabrics and other surfaces with product quality. Perceived richness or quality of the material in clothing is linked to its “feel,” whether rough or smooth. Applications of Touch Perceptions Kansai engineering: A philosophy that translates customers’ feelings into design elements. Mazda Miata designers discovered that making the stick shift (shown on the right) exactly 9.5 cm long conveys the optimal feeling of sportiness and control. * Sensory Perceptions - Taste Taste receptors contribute to our experience of many products. Specialized companies called “flavor houses” are constantly developing new concoctions to please the changing palates of consumers. Changes in culture also determine the tastes we find desirable. * 恒源祥12生肖广告 Exposure Exposure: Occurs when a stimulus comes within the range of someone’s sensory receptors Consumers concentrate on some stimuli, are unaware of others, and even go out of their way to ignore some messages. Sensory Thresholds Psychophysics: The science that focuses on how the physical environment is integrated into our pers