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Role of Sensation and Perception in Consumer Behavior: Hira Anwar Tanzeem Hussain Asad Abbas

The document discusses the role of sensation and perception in consumer behavior. It covers how the five senses - vision, smell, sound, touch, and taste - influence consumer perceptions and responses to marketing stimuli. Key points include how color, scents, sounds, textures, and flavors can be used to create brand associations. The document also examines factors that affect attention, perception, and interpretation of sensory information like schemas, priming, and Gestalt principles of perceptual organization.

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Atterat Nawab
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26 views

Role of Sensation and Perception in Consumer Behavior: Hira Anwar Tanzeem Hussain Asad Abbas

The document discusses the role of sensation and perception in consumer behavior. It covers how the five senses - vision, smell, sound, touch, and taste - influence consumer perceptions and responses to marketing stimuli. Key points include how color, scents, sounds, textures, and flavors can be used to create brand associations. The document also examines factors that affect attention, perception, and interpretation of sensory information like schemas, priming, and Gestalt principles of perceptual organization.

Uploaded by

Atterat Nawab
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Role of sensation and perception

in consumer behavior

Hira Anwar
Tanzeem Hussain
Asad Abbas
Objectives
The objective of this presentation is to brief the audience
about the role of sensations and perception in consumer
behaviour

The above mentioned objective is accomplished through


corresponding examples and hands-on cases
An Overview of the Perception Process
Sensory Systems - Vision

 Colors may influence our emotions more directly.

example:
Red color
Blue color
Sensory Perceptions - Vision

• Some reactions to color come from learned


associations.

• Some reactions to color are due to biological and


cultural differences.
Sensory Perceptions - Vision

• Color plays a dominant


role in Web page design.

• Trade Dress
Sensory Perceptions - Smell

• Marketers are finding ways to use smell:


– Scented clothes
– Scented stores
– Scented cars and planes
– Scented household products
Sensory Perceptions - Smell
CITROEN C4

OMNI HOTEL
Sensory Perceptions - Sound
Advertising jingles create brand awareness
Sensory Perceptions - Sound

• Stimulus Progression
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.
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 personal subjective world.
Absolute Threshold:
The minimum amount of stimulation that can be detected on
a given sensory channel.

Differential Threshold:
The ability of a sensory system to detect changes or
differences between two stimuli. The minimum difference
that can be detected between two stimuli is known as the
j.n.d. (just noticeable difference).
Attention
Attention:
The extent to which processing activity is devoted to a
particular stimulus.
Attention economy:
The Internet has transformed the focus of marketers from
attracting dollars to attracting eyeballs.
Perceptual selection:
People attend to only a small portion of the stimuli to which
they are exposed.
Attention and Advertising

 Nike tries to cut through the clutter by spotlighting maimed


athletes instead of handsome models.
Personal Selection Factors
Experience:
The result of acquiring and processing stimulation over time
Perceptual vigilance:
Consumers are 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
Adaptation:
The degree to which consumers continue to notice a
stimulus over time
Factors that Lead to Adaptation

Intensity: Less-intense stimuli habituate because they have


less sensory impact.
Duration: Stimuli that require relatively lengthy exposure in
order to be processed tend to habituate because they require a
long attention span.
Discrimination: Simple stimuli tend to habituate because
they do not require attention to detail.
Exposure: Frequently encountered stimuli tend to habituate
as the rate of exposure increases.
Relevance: Stimuli that are irrelevant or unimportant will
habituate because they fail to attract attention.
Stimulus Selection Factors

Size:
The size of the stimulus itself in contrast to the competition
helps to determine if it will command attention.
Color:
Color is a powerful way to draw attention to a product.
Position:
Stimuli that are present in places we’re more likely to look
stand a better chance of being noticed.
Novelty:
Stimuli that appear in unexpected ways or places tend to
grab our attention.
Attention to Stimuli
Interpretation:
The meaning that we assign sensory stimuli.
Schema:
Set of beliefs to which the stimulus is assigned.
Priming:
Process by which certain properties of a stimulus typically
will evoke a schema, which leads consumers to evaluate the
stimulus in terms of other stimulus they have encountered
and believe to be similar.
Schema-Based Perception

 Advertisers know that consumers will often relate an ad to


preexisting schema in order to make sense of it.
The Priming Process
Stimulus Organization

A stimulus will be interpreted based on its assumed


relationship with other events, sensations, or images.
Closure Principle:
People tend to perceive an incomplete picture as complete.
Principle of Similarity:
Consumers tend to group together objects that share the
same physical characteristics.
Figure-ground Principle:
One part of a stimulus will dominate (the figure) and other
parts will recede into the background (the ground).
Gestalt Principle

 This Swedish ad relies upon gestalt perceptual principles to insure that


the perceiver organizes a lot of separate images into a familiar image.
Principle of Closure

 This Land Rover ad illustrates the use of the principle of closure, in which
people participate in the ad by mentally filling in the gaps in the sentence.
Figure-ground Principle

 This billboard for Wrangler jeans makes creative use of the


figure-ground principle.
Semiotics: The Symbols Around Us

Semiotics: Field of study that examines the


correspondence between signs and symbols and their
role in the assignment of meaning.
A message has 3 components:
1) Object: the product that focuses the message
2) Sign: the sensory imagery that represents the intended
meanings of the object
3) Interpretant: the meaning derived
Semiotic Components
Semiotics (cont.)

Signs are related to objects in one of three ways:


1) Icon: a sign that resembles the product in some way
2) Index: a sign that is connected to some object because
they share some property
3) Symbol: a sign that is related to a product through
conventional or agreed-upon associations
Hyperreality: The becoming real of what is initially
simulation or “hype”

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