Group Name: Nike

Member:

Ngo Thi Xuan Uyen ( 1258092) Vo Tung Thien An (1258001) Tran Hong Dao (1258010) Nguyen Phan Dang (1258009)

Class: 12BSM2

Course: Consumer BehaviorLecture: Gary Edward Giss

Chapter 2

Perception

Outline:

1.The design of the product is now a key driver of its success or failure

2. Product and commercial message often appeal to our senses, but because of the profusion of these messages most of them won’t influence us

3. Subliminal advertising is controversial – but largely ineffective – way to talk to consumer

4. The field of semiotics helps us to understand how marketers use symbols to create meanings

1.The design of the product is now a key driver of its success or failure

Sensation: the immediate response of our sensory receptors ( eyes, ears, nose, mouth, fingers, skin) to basic stimuli such as light, color, sound, odor and texture

Perception: the process by which people select, organize, and interpret these sensation

Hedonic consumption:

Multisensory, fantasy, and emotional aspects of consumers’ interactions with products.

Focus on emotional experience is consistent with psychological research finding that people refer additional experience to additional possessions as their income rise.

The sensory experiences we receive from products and services have become a high priority when we choose among competitors.

Consumers increasingly want to buy things that will give them hedonic value in addition to functional value

2. Product and commercial message often appeal to our senses, but because of the profusion of these messages most of them won’t influence us

Sensory marketing: a marketing strategies that focus on the impact of sensation on our product experiences.

1. Vision:

Marketers rely heavily on the visual elements in advertising, store design and packaging. They communicate meanings on the visual channel through a product’s color, size and styling. Colors may even influence our emotions more directly (particular red) the highest stimulation, it raises blood pressure and stimulate appetite, and others (such as blue) create more relaxing feelings.

2. Dollars and Scents:

Is used in branding because it increase emotions or create calming feeling. They invoke memories relieve stress.

3.Sound:

Is used to evoke emotion and feelings. Music and other sounds affect people’s feeling and behaviors. Some marketers who come up with brand names pay attention to sound symbolism.

4.Touch:

Touch considers physical and psychological interaction between the customer and the product. Touch can be approached through materials, weight, soft & comfort of the product.

5.Taste:

Our taste receptor obviously contribute to our experiences of many products. Cultural factors also determine the tastes we find desirable. A food item’s image and the values we attach to it influence how we experience the actual taste.

SubliminalAdvertising

3. Subliminal advertising is controversial – but largely ineffective – way to talk to consumer

SUBLIMINAL PERCEPTION:

refers to a stimulus below the level of the consumer’s awareness

SUBLIMINAL MESSAGING TECHNIQUES

Embeds:

Tiny figures they insert into magazine advertising via high-speed photographyor airbrushing

Attention

Personal Selection Factor:

Perceptual vigilance:

Consumers are more likely to be aware of stimuli that relate to their current needs

Perceptual defense:

people see what they want to see—and don’t see what they don’t want to see

Adaptationoccurs when consumers no longer pay attention

to a stimulus because it is so familiar

Stimulus selection factors

Size

Color

Position

Novelty

4. The field of semiotics helps us to understand how marketers use symbols to create meanings

To understand how consumers interpret the meanings of symbols, some marketers turn to semiotics, a field that studies the correspondence between signs and symbol and their roles in how we assign meanings.

Semiotics is a key link to consumer behavior because consumers use products to express their social identities.

Every marketing message has three basis components: an object, a sign (or symbol), and interpretant.

- The object is the product that is the focus of the message.

-The sign is the sensory image that represents the intended meaning of the object.

- The interpretant is the meaning we derive from the sign.

Hyperreality

One of the hallmarks of modern advertising is that it creates a condition of hyppereality. This refers to process of making real what is initially simulation or “hype”. Advertisers create new relationship between objects and interpretants when they invent new connections between products and benefits.

Perceptual Positioning

Our perception of a brand comprises both its functional attributes (e.g., its features, its price, and so on) and its symbolic attributes ( its image and what we think is says about us when we use it).

Positioning strategy

Which is a fundamental component of a company’s marketing efforts as it uses elements of the marketing mix to influence the consumer’s interpretation of its meaning in the marketplace relative to its competitors.

Thank for your attention