Unit 2 Perception.pptx

Consumers in the Marketplace: Perception Unit 2, MR3023 AGENDA Part One: Perception Part Two: The Five Senses  KAHOOT UNIT 1 REVIEW  Consumer Behaviour: People in the Marketplace  What is Consumer Behaviour?  Consumer Behaviour is a Process  Consumers' Impact on Marketing Strategy PERCEPTION Pa...

Consumers in the Marketplace: Perception Unit 2, MR3023 AGENDA Part One: Perception Part Two: The Five Senses  KAHOOT UNIT 1 REVIEW  Consumer Behaviour: People in the Marketplace  What is Consumer Behaviour?  Consumer Behaviour is a Process  Consumers' Impact on Marketing Strategy PERCEPTION Part 1 We are constantly bombarded with sensory stimuli in the marketplace. As consumers, we selectively choose which messages to attend to and interpret them in our own way. DEFINITION: Sensation Sensation is the immediate response to sensory receptors such as eyes, ears, nose, mouth, and fingers. It is based on our senses. DEFINITION: Perception Perception is the process by which stimuli are selected, organized, and interpreted. It is how we understand and perceive things. The process of perception involves exposure, attention and interpretation. SENSORY SYSTEMS Inputs picked up by our senses are the raw data that generate responses. Manufacturers are investing more in designing packages that appeal to our senses. Aroma seems to be the biggest payoff in packaging due to its powerful link to memory and emotion. THE FIVE SENSES Part 2 VISION VISION Lush is a brand that epitomizes sensory stimulation. They use vibrant colors, manipulate product shape and texture, and use mood-enhancing perfumes that draw mainly on natural ingredients. VISION in Marketing Current marketing research shows that 80% of what we assimilate through the senses is visual. Color increases brand recognition by up to 80% Ads in colour are read up to 42% more often than the same ads in black and white. This Photo by Unknown Author is licensed under CC BY-SA COLOUR MATTERS Colour associations are based on cultural ideas, and people always have colors they personally prefer. Market researchers say color affects shopping habits. Impulse shoppers respond best to redorange, black, and royal blue. Shoppers who plan and stick to budgets respond best to pink, teal, light blue, and navy. LEARN MORE HERE COLOUR & EMOTION Red increases heart rate and energy-creates urgency as in sales tends to arouse. To Asians red is good luck and often associated with celebration Blue may relax; blue more often a favorite colour regardless of cultural background; creates trust security and seen in business and banks Yellow, in North America is optimistic, youthful grabs attention of window shoppers Orange can be aggressive, creating a call to action to subscribe, buy; Purple can be childlike, royal or passionate; it can soothe calm used in beauty and anti-aging Green can be about the environment and about wealth- it is easy to process and calming in stores Pink can be romantic, feminine and can be used to market to women and girls and female causes;pink has come to tech products. Black can be cool or trendy, or dynamic and powerful, may be used to market luxury; PAINT ADD FUN FACTS ABOUT CONSUMER BEHAVIOUR & COLOUR 80% of what we assimilate through the senses, is visual Colour is Emotiona l! Colour increases brand recognition by up to 80 percent. 85 % of customers place colour as a reason to buy Ads in colour are read up to 42% more often than the same ads in black and white. But sometimes black and white with a little bit of colour can be effective. Source: White, Jan V., Color for Impact, Strathmoor Press, April, 1997 Ideas about colour meanings and associations is often dependent on the culture we come from or live in. What may be a very positive colour in one culture may be the opposite in another, so marketers must be careful. READ MORE ABOUT CULTURE & COLOUR HERE While we all may have a favourite colour, that doesn't mean we would buy certain products that were that colour. Colour appropriateness can be more important. For example, we expect coffee to be in a colour Zero to Hero Colour Appropriateness When Coke introduced Coke Zero, they packaged it in a white can. Most diet drinks are in light-coloured cans. But Coke was going after a male market. Typically, males don't buy diet soda. The white coke zero was not selling. They changed the colour to black and Apple brought colour to a category where colour had not been seen before with the colourful iMacs. The Colour of Fast-Food Reds, Yellows, Oranges Why? They stimulate, make you eat fast, eat more, get in and get out! CHILDREN LOVE PRIMARY COLOURS THE COLOUR WHEEL ADVERTISING CEREAL TO CHILDREN Let’s look at Different Colours And how they may influence us Red Red increases heart rate and energy. It creates urgency as in sales; to Asians red is good luck and often associated with celebration Red increases heart rate and energizes. Re d Red Passionate Hot Sexy Buy me! Re d Ho t Kiss Se me! xy Red Gets the heart pumping It’s Love Red and Violence Red as an appetite stimulant Fast Food http://www.thelogofactory.com/choosing-great-logo-colors-help- Yello w Yellow is optimistic, youthful. It grabs the attention of window shoppers The easiest color Yellow gets noticed Yellow Window Display READ MORE: THE ULTIMATE GUIDE TO CHOOSING A LOGO BLUE READ MORE ABOUT CULTURE & COLOUR HERE Blue may relax people. It is often the favourite colour regardless of cultural background. It is trustworthy, dependable and seen in business and banks; sometimes in environmental ads Blue is cool and calm Blue in Busine & Banking Blue in Environme ntal Ads Quick, think of as many blue foods as you BLUE FOOD can. Blue suppresses our appetite. Some diet plans even suggest using blue plates to help you eat less. READ MORE: THE ULTIMATE GUIDE TO CHOOSING GREEN Green can be about the environment, wealth or health It is easy to process and calming in stores If you think of TD, you think of green and Green for Health Green: Environment and Health READ MORE: THE ULTIMATE GUIDE TO CHOOSING A ORANGE Orange can be aggressive. It creates a call to action to subscribe, buy It can stimulate the appetite Orange: Pay attention We match colours! Orange for Junk Food Stimulates your appetite Stimulates your appetite READ MORE: THE ULTIMATE GUIDE TO CHOOSING A LOGO PINK Pink can be romantic, feminine. It has an appeal to women and girls Pin and issues related to their k causes. Careful to avoid Here’s Why it All Changed: Pink Used to be a Boy’s Color & Blue For Girls “…[T]he concept of associating individual colors with genders didn’t really start to happen until the mid19th century. At this point, light tones and pastel colors started to be more commonly seen on children and associated with little ones. Decades later, the individual colors of pink and blue started to be linked with one gender or the other, but not in the way we might expect. In fact, blue was usually worn by girls and pink was the preferred shade for boys.” - (Bilal, 2019) LEARN MORE HERE PINK PASSIONATE AND SENSUAL PURPLE Purpl e Purple can be passionate, childlike, royal or mysterious It can also soothe or calm Can be used in beauty and antiaging Purple Purple Passionate about Dark Chocolate Purple for Candy Purple Soothing Anti-aging KIDS AND PURPLE READ MORE: THE ULTIMATE GUIDE TO CHOOSING A LOGO BLACK Black can be cool and trendy and also dramatic, powerful and mysterious. It may be used to market luxury. BLACK SEXY DRAMATIC CLASSY Black Sexy Dramatic Expensive BLACK SEXY ELITE EXPENSIVE BLACK TRENDY, BLACK TRENDY, HIPSTER, AND A PARODY READ MORE: THE ULTIMATE GUIDE TO CHOOSING A LOGO Pastel Colours For Her? Bic for Her pens came out in 2012 Product Description: …”has an elegant design - just for Her! It features a thin barrel designed to fit a women's hand. It has a diamond engraved barrel for an elegant and unique feminine style. ” In pretty pastels: lavender and mint A backlash ensued with many amazon reviewers chiming in like this one: “Finally! For years I’ve had to rely on pencils, or at worst, a twig and some drops of my feminine blood to write down recipes (the only thing a lady should be writing ever),” one reviewer wrote. “I had despaired of ever being able to write down said recipes in a permanent manner, though my men-folk assured me that I ‘shouldn’t worry yer pretty little head.’ But, AT Source: https://thelogocompany.net/blog/infographics/psychology- SMELL SMELL Odors can evoke feelings and early associations can evoke similar past feelings. Reaction to odors is dependent on culture. The scent-marketing industry is growing at an annual rate of 15%, with revenue of about $300 million worldwide. Studies have shown that shoppers in scented environments stay longer and may perceive they have spent less time compared with shoppers in aroma-free environments. “We remember 1 per cent of what we touch, 2 per cent of what we hear, 5 per cent of what we see and 15 per cent of what we taste, but 35 per cent of what we smell stays with us.” -Steve Hughes of Mood Media READ MORE HERE READ MORE HERE FUN FACTS ABOUT SMELL Certain smells are also associated with sexual arousal; but the smells are not colognes and perfumes. Men are aroused by smell of pumpkin or cinnamon buns; women are aroused by cucumber (for more information see research done by Dr. Alan Hirsch at The Smell and Taste Treatment and Research Foundation (outside link) or read What Flavour is Your Personality) THE RISE OF SCENT MARKETING The scent-marketing industry is growing at an annual rate of 15%, with revenue of about $300 million worldwide. Source: Jennifer Dublino, VP-development at ScentWorld, a global nonprofit organization, quoted in AdAge Marketers are on the scent of increased retail sales. Companies such as ScentAir Technologies , EnvironDine Studios, are creating scents that are pumped into stores. see On the Scent Studies have shown that shoppers in scented environments, stay longer and may perceive they have spent less time compared with shoppers in aroma-free environments. So, it pays for marketers to try to figure out what scents will make you linger just that little bit longer, long enough to spend just a little more. Kellogg's, Kraft, Nestlé, Pepsi, Coca-Cola and Proctor & Gamble reportedly have all looked into a new technology that allows consumers to customize the scent or flavor of anything from soda pop to floor cleaner. TOP TEN SCENTS 1. Feel safe, secure, and nostalgic: Talcum powder 2. Be more alert: Peppermint, citrus 3. Relax: Lavender, vanilla, chamomile 4. Perceive a room as smaller: Barbecue smoke 5. Perceive a room as bigger: 6. Buy expensive furniture: Apple, cucumber Leather, cedar 7. Buy a home: Fresh baked goods 8. Browse longer and spend more: Tailored floral/citrus scents 9. Develop road rage: Unpleasant smells (rotting rubbish, air pollution) 10.Become sexually aroused: nursing mothers For men: pumpkin pie/lavender For women: the sweat of Compiled by Scent Marketing Institute/SCENT trends SOUND SOUND Aspects of sound affect a person's feelings and behavior. Jingles maintain brand awareness, lively music stimulates, and sound can be manipulated. Scientific research has suggested that distinct combinations of just a few notes, known in the advertising world as a sonic brand, could have more influence on consumers than the longer, frequently changing jingles. SOUND TO REPEL Sound can also be used to repel. Kennedy subway station in Scarborough plays classical music to inhibit teens from hanging out in the station. A company in Wales several years ago invented a device called the Mosquito. It's a small speaker that emits a highfrequency sound that only the young can hear. YOU CAN BUY A “TEEN AWAY” SOUND EMITTER H ERE FUN FACTS ABOUT SOUND IN MARKETING Fifty-eight per cent of Canadians say hearing music in the supermarket makes shopping more enjoyable (source Leger and SOCAN (the Society of Composers, Authors and Music Publishers of Canada, 2015). 28% say music slows their shopping 24% believe music causes them to stay in the supermarket longer. 33% lingered in a store to finish hearing a song they enjoyed. Music in supermarkets can energize shoppers and provide a little nostalgia READ MORE HERE SAY WHAT? Even cows are affected by music. A study by the University of Leicester in 2001 showed that cows produce 3% more milk when listening to slow music like REM's Everybody Hurts or Beethoven's Pastoral Symphony compared to faster music. Sound can be manipulated! New digital software called Micro editors can compress sound with little discernible difference. Advertisers can squeeze a longer message into a shorter time, or programmers can squeeze more ads into a program. Students listening to recorded lectures can hear the lecture in a shorter amount of time. TOUCH TOUCH Research shows that touch has a significant impact on sales. When we touch a product, we develop a sense of attachment and ownership. Even just 30 seconds of touching an item can increase our desire to buy it. This is why salespeople often bring us more clothes to try on after we've touched one that looks and feels good. GENDER DIFFERENCE S IN TOUCH Textures are associated with product quality e.g. silk-luxury. Gender differences: usually women associated with light or delicate, men coarse. FUN FACTS ABOUT TOUCH IN MARKETING      Lawrence Williams and Joshua Ackerman in the Harvard Review talk about a study where researchers asked people to hold either a cold or warm therapeutic pad. The people believed that the researchers were studying the product. However, what was really being studied was people's behavior following in an unrelated investment decision. People who had held the warm pad invested 43% more compared to those who had held the cold pad, The warmth made people warmer to what followed. In another study people given either a hard chair or a soft chair To sit in while negotiating the price of a new car. They people in the hard chairs were not more negative, but they did negotiate less. They stuck to their positions more offering 28% less. They were much tougher. The suggestion is that the softer more comfortable seat made the people more susceptible to persuasion. (Please Touch the Merchandise) TASTE TASTE  Our perception of food is influenced by five basic tastes: sweet, salty, sour, bitter, and umami.  Contrary to what we learned in school, the tongue is not divided into rigid regions for each taste.  Rather, it is a complex organ with many taste buds that work together to distinguish multiple flavors. TASTE RECEPTORS CONTRIBUTE TO EXPERIENCE OF PRODUCTS     But do some things actually taste good the first time you taste them? Consider the first time you tasted wine, beer or alcohol. What was your reaction? Probably not favourable. Why did that idea change over time?! While most products like to focus on how good their products taste, some go the opposite way. Consider Buckley's Mixture couch syrup "It tastes awful. And it works." It tastes bad, but what would happen if they made it taste good? They'd lose their unique selling proposition! A restaurant, could try giving the patron a little sample of a new menu item, or a complementary upgrade for a particular brand of wine. Generally, any sampling is given, they want to be sure that the majority of people will find the product pleasing or the whole restaurant experience could be offputting. Other companies have tried innovative ways. Consider what Welch's did In 2008 when they put Peel and Taste strips into People's magazine. A study showed that while only 28% of the 328 people interviewed tried the taste strips, 59% of that group said percent said they'd be more inclined to buy Welch's Grape Juice. And 70% remembered seeing and interacting with the ad. WE EAT WITH OUR EYES Colour is often the first thing we notice when we are looking at food. We learn to associate different foods with different colours so when something doesn't match it can alter our perception. A Journal of Food Science study found that when a cherry-flavored drink was manipulated to be orange, subjects often believed they were tasting an orange drink. When the cherry drink was manipulated to be green people often believed they were tasting a lime drink. ASMR (AUTONOMOUS SENSORY MERIDIAN RESPONSE) ASMR is a phenomenon that causes a tingling sensation in the head and neck, resulting in relaxation and pleasure. The science behind it is inconclusive. EXPOSURE, ATTENTION, & INTERPRETATION Part 3 EXPOSURE Before we perceive something, we must be exposed to it, but we can choose to attend to some messages and disregard others. For example, your computer breaks down, suddenly you notice all the computer ads; if you had food poisoning at a certain restaurant, you disregard any of their ads. IMPORTANT TERMINOLOGY PSYCHOPHYSI CS Psychophysics is the science that explores how the physical environment is integrated into our subjective experience as consumers. NEUROMARKETING Neuromarketing aims to understand how our brains react to products using techniques like magnetic resonance imaging. This allows advertisers to gain insights into consumer behavior that may be more reliable than traditional methods. LEARN MORE HERE PERCEPTION THRESHOLDS Our perception thresholds determine how much stimulation is needed for us to detect something. The absolute threshold is the minimum amount of stimulation that can be detected, while the differential threshold is the minimum change in a stimulus that we can notice. SUBLIMINAL PERCEPTION Subliminal perception refers to the idea that we can be influenced by stimuli that are below our conscious awareness. However, there is little evidence to support the effectiveness of subliminal advertising. FULL INFOGRAPHIC AVAILABLE HERE ATTENTION Attention is the cognitive process of selectively focusing on one stimulus while ignoring others. Our interest, mental state, and physiological state all play a role in determining how much attention we pay to something. Adaptation happens when a sensation becomes so familiar that it is no longer the focus of attention Habituation is a decrease in response to a stimulus after repeated presentations Perceptual Selectivity is attending to only to a small part of the stimuli we are exposed to. If we are hungry, we may notice food. FACTORS AFFECTING ATTENTION: PERSONAL SELECTION FACTORS Experience determines what we attend to: Perceptual Filters based on past experience influence us; Perceptual Vigilance (that which relates to our current needs; example: computer breaks down, you suddenly notice ads for computers); Perceptual Defense (we see what we want to see, and ignore what we don't want to see; example smokers blocks out the warning signs and pictures on cigarette package) Adaptation also determines attention. Adaptation occurs when something is so familiar, we no longer pay attention. Like a drug we need a larger dose to notice; Intensity: Less intense habituates because of lowers sensory impact; Duration: stimuli that needs lengthy exposure habituates because of need for long attention span; Discrimination: simple stimuli habituate because they don't require attention to detail; Exposure: frequently encountered habituates as exposure increases; Relevance: irrelevant or unimportant habituate because they don't attract FACTORS AFFECTING ATTENTION: STIMULUS SELECTION FACTORS Characteristics of the stimulus itself are important. Stimuli that differs or contrasts is more likely to be noticed SIZE: Larger ad in magazine is noticed Is larger always better? COLOUR: What colours attract? POSITION: What position on shelf, what position in magazine? BOLD: Headline- does it stand out; italics; font NOVELTY: Is it in an unexpected place? Any examples? Depth perception can make us believe an object is real INTERPRETATION Interpretation is the process of assigning meaning to stimuli. Our past experiences and personal biases shape how we interpret events and advertisements. IMPORTANT TERMS Schema: an organized collection of beliefs and feelings represented in a cognitive category (Brand name may have meaning. Example: product called Bulldog Priming: process by which certain properties of stimulus are more likely to evoke a schema Gestalt psychology: school of thought that says people get meaning from the whole of a set of stimuli rather than any individual stimulus. Seeing the "whole.“ Closure: the gestalt principle that person tends to perceive an incomplete picture as complete. Example: -----------a dashed line is still a line; also completing a sound bite: Just ____ ____!; ZOOM, ZOOM__________. Similarity: Gestalt principle where person groups objects together; an integrated whole; birds of a feather; Green Giant products use green; MacDonald's colours? Here do we see rows or columns? References Class Text Solomon, M. R., White, K., & Dahl, D. W. (2021). Consumer behaviour buying, having, and being (8th ed.). Pearson Canada. Links added per slide