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Bài giảng Hành vi người tiêu dùng - Chương 2: Perception - Bùi Thị Phương Hoa

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Chapter 2  
Perception  
CONSUMER  
BEHAVIOR, 8e  
Michael Solomon  
Learning Objectives  
When you finish this chapter you should understand why:  
• Perception is a three-stage process that translates raw stimuli  
into meaning.  
• Products and commercial messages often appeal to our  
senses, but we won’t be influenced by most of them.  
• The design of a product today is a key driver of its success or  
failure.  
• Subliminal advertising is a controversial—but largely  
ineffective—way to talk to consumers.  
Hoang Duc Binh, MBA, 2008  
2-2  
Learning Objectives (Cont’d)  
• We interpret the stimuli to which we do pay attention  
according to learned patterns and expectations.  
• The science of semiotics helps us to understand how  
marketers use symbols to create meaning.  
Hoang Duc Binh, MBA, 2008  
2-3  
Sensation and Perception  
• Sensation is the immediate  
response of our sensory  
receptors (eyes, ears, nose,  
mouth, and fingers) to basic  
stimuli (light, color, sound, odor,  
and texture).  
• Perception is the process by  
which sensations are selected,  
organized, and interpreted.  
Hoang Duc Binh, MBA, 2008  
2-4  
The Process of Perception  
We receive external  
stimuli through  
our five senses  
Hoang Duc Binh, MBA, 2008  
2-5  
Figure 2.1  
Advertisements Appeal to Our Sensory Systems  
• This ad for a luxury car emphasizes the contribution made  
by all of our senses to the evaluation of a driving  
Consumer Behavior  
experience.  
Sensory Systems  
Our world is a symphony of  
colors, sounds, odors, tastes,  
etc.  
• Marketers contribute to the  
commotion  
• Advertisements, product  
packages, radio and TV  
commercials, billboards  
provide sensations  
Hoang Duc Binh, MBA, 2008  
2-7  
Hedonic Consumption  
• Hedonic consumption:  
multisensory, fantasy, and  
emotional aspects of consumers’  
interactions with products  
• Marketers use impact of  
sensations on consumers’  
product experiences  
Hoang Duc Binh, MBA, 2008  
2-8  
Vision  
Color  
• Color provokes emotion  
• Reactions to color are biological  
and cultural  
• Color in the United States is  
becoming brighter and more  
complex  
• Trade dress: colors associated with  
specific companies  
Hoang Duc Binh, MBA, 2008  
2-9  
Perceptions of Color  
• As this Dutch  
detergent ad  
demonstrates  
(Flowery orange fades  
without Dreft), vivid  
colors are often an  
attractive product  
feature.  
Consumer Behavior  
Vertical-Horizontal Illusion  
• Which line is longer: horizontal or  
vertical?  
• If you’re given two 24 oz. glasses, you  
will pour more into the shorter, wider  
glass than the taller glass because you  
focus more on height than width  
• Answer: both lines are same length  
Hoang Duc Binh, MBA, 2008  
2-11  
Figure 2.2  
Smell  
Odors create mood and promote  
memories:  
• Coffee = childhood, home  
• Cinnamon buns = sex  
Marketers use scents:  
• Inside products  
• In promotions (e.g., scratch ‘n  
sniff)  
• In Smellavision  
Hoang Duc Binh, MBA, 2008  
2-12  
Smell in Advertising  
• This ad pokes fun at  
the proliferation of  
scented ads. Ah, the  
scent of sweat.  
er Behavior  
Hearing  
Sound affects people’s feelings and behaviors  
• Phonemes: individual sounds that might be more or less  
preferred by consumers  
• Example: “i” brands are “lighter” than “a” brands  
• Muzak uses sound and music to create mood  
• High tempo = more stimulation  
• Slower tempo = more relaxing  
Click for Muzak.com  
Hoang Duc Binh, MBA, 2008  
2-14  
Stimulus Progression  
Touch  
• Haptic senses—or “touch”—is the most basic of senses; we learn this  
before vision and smell  
• Haptic senses affect product experience and judgment  
• Kansei engineering: Japanese philosophy that translates customers’  
feelings into design elements  
• Marketers that use touch: perfume companies, car makers  
Hoang Duc Binh, MBA, 2008  
2-16  
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.  
Consumer Behavior  
Sensory Marketing: Using Touch  
Perception  
High class  
Low class  
Male  
Wool  
Female  
Silk  
Fine  
Denim  
Cotton  
Coarse  
Heavy  
Light  
Hoang Duc Binh, MBA, 2008  
2-18  
Table 2.1  
Taste  
• Flavor houses develop new  
concoctions for consumer palates  
• Cultural changes determine  
desirable tastes  
• Example: heat of peppers is  
measured in units called Scovilles  
Hoang Duc Binh, MBA, 2008  
2-19  
Exposure  
• Exposure occurs when a stimulus comes within range of  
someone’s sensory receptors  
• We can concentrate, ignore, or completely miss stimuli  
• Example: Cadillac goes from zero to 60 mph in 5  
seconds—as shown in a 5-second commercial  
Hoang Duc Binh, MBA, 2008  
2-20  
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