消费者行为学-购买、拥有与存在（第14版）课件全套 第1-14章　购买、拥有与存在：消费者行为导论-文化

ConsumerBehavior:Buying,Having,andBeingFourteenthEditionChapter1Buying,Having,andBeing:AnIntroductiontoConsumerBehaviorLearningObjectives1.1Summarizehowtheconsumptionofgoods,services,experiences,andideasisamajorpartofourlives.1.2

Identifyanddiscussthetechnologicalandsocioculturaltrendsthatrequireconstantmonitoringtounderstandconsumerbehavior.1.3

Explainhowconsumptionbothcontributestotheworld’sproblemsandprovidessolutions.1.4Describehowmanydisciplinesandperspectivesinformourunderstandingofconsumerbehavior.LearningObjective1.1Summarizehowtheconsumptionofgoods,services,experiences,andideasisamajorpartofourlives.ConsumerBehavior:PeopleintheMarketplaceThisbookisaboutpeoplelikeyou.ItconcernstheproductsandserviceswebuyanduseandthewaysthesefitintoourlivesIt’sessentialtounderstandhowpeopleinteractwiththemarketingsystemWhatIsConsumerBehavior?Thestudyoftheprocessesinvolvedwhenindividualsorgroupsselect,purchase,use,ordisposeofproducts,services,ideas,orexperiencestosatisfyneedsanddesiresandtodefineandexpresstheiridentities.ConsumptionisaprocessWhatdoesitmeantoconsumeIdentityUnderstandingconsumersIsgoodbusinessFigure1.1ThePlanoftheBookForReflection(1of6)Howdoyoudecidethatyouneedaproduct?Whataboutapurchasemakesitpleasantorstressfulforyou?Whenusingtheproduct,whatdeterminesiftheexperienceispleasant?ABrandedWorld(1of2)Abrandenablesconsumerstoidentifyaparticularcompany,product,orindividualWeincreasinglyliveinabrandedworldABrandedWorld(2of2)ConsumersformstrongloyaltieswiththeirfavoritebrandsorstoresIfnecessary,manyarewillingtocampoutforanewproductintroduction,muchliketheywouldforscarceticketsatabigconcertLearningObjective1.2Identifyanddiscussthetechnologicalandsocioculturaltrendsthatrequireconstantmonitoringtounderstandconsumerbehavior.Consumers,Society,andTechnology:AMovingTargetSocialMedia:TheHorizontalRevolutionSocialmediaArtificialIntelligenceandTheMetaverseInternetofThings(I

o

T)M2M(machine-to-machinecommunicationArtificialintelligence(A

I)Digitalnative“BigData”andDataAnalyticsWelcometotheMetauniverseItexistsinthephysicalworld,butitalsoinvolvesimmersiveenvironments,usingvirtual-oraugmented-realitytechnologyIt’s“alwayson”andoperatesinrealtimeIt’sbuiltonavirtualeconomy—oftenbaseduponcryptocurrencyanddigitalgoodsandassetsItallowspeopletopossessvirtualidentitiesthatdon’tnecessarilycorrespondtowhotheyareIRLTheycaninteractwithpeers,createcontent,andattimesbuildtheirown(virtual)worldsGlobalizationofBrandsandCulturalPracticesCulturaldistinctivenessIn-groupbiasProactiveconsumersanduser-generatedcontentConsumercreationinthetransmediaenvironmentForReflection(2of6)Howhasyourdailylifechangedbecauseofsocialmedia?Whatdoesyourvirtuallifelooklike?ConsumerTrends:KeepingUpwiththeCultureThatWon’tStandStillSharingeconomyAuthenticityandpersonalizationBlurringofgenderidentityandgenderrolesDiversityandmulticulturalismSocialshoppingIncomeinequalityHealthyandethicallivingSimplificationInterconnectionandtheInternetofThingsAnonymityForReflection(3of6)DescribeaneedandawantyouhaveandexplainthemotivationforthewantLearningObjective1.3Explainhowconsumptionbothcontributestotheworld’sproblemsandprovidessolutions.Consumption:FromProblemtoSolution?Whatdoweneed---really?NeedWantTowardresponsibleconsumptionandresponsiblebusinessResponsiblemarketingLearningObjective1.4(1of3)Describehowmanydisciplinesandperspectivesinformourunderstandingofconsumerbehavior.MultiplePerspectivesontheStudyofConsumerBehaviorWhatdisciplinesstudyconsumerbehavior?ManydifferentperspectivesshapethefieldofconsumerresearchPeoplewithtraininginawiderangeofdisciplines—fromneurosciencetoanthropology—doconsumerresearchTable1.1illustrateshowwecanapproachatopicsuchasthemetaversefromarangeofperspectivesLearningObjective1.4(2of3)ManytypesofspecialistsstudyconsumerbehaviorTable1.1InterdisciplinaryResearchIssuesinConsumerBehaviorDisciplinaryFocusMetaverseResearchIssuesCognitivePsychology:perception,learning,andmemoryprocessesHowdoconsumersprocessbrandstheyencounterinthemetaverse?Howdotheyrecognizeandinterpretthebrandbaseduponthemodality

(audioorvisual)thatcarriestheinformation?Whatmakesabrandimpressioninthemetaversemorelikelytostickovertime?ClinicalPsychology:Howdometaverseexperiencesaffectconsumers’mentalhealth?Forexample,doesconstantexposuretophotosof“perfect”peoplediminishaviewer’sself-esteem?BehavioraleconomicsDomarketingmessagesmoveconsumerstomakechoicesthatarecontrarytotheirself-interest?SocialPsychologyHowdoesthedesiretobeacceptedbyabrandcommunityinfluencethelikelihoodapersonwillconformtowhatothersthink.SociologyHowdoavatarcommunitiesformanddevelopinsidethemetaverse?LearningObjective1.4(3of3)Table1.1[continued]DisciplinaryFocusMagazineUsageSampleResearchIssuesSemiotics/LiteraryCriticismHowdoesthemetaverseenvironmentshapethemeaningsofthebrandsthatconsumersencounterinthatspace?DemographyWhataretheeffectsofage,income,andmaritalstatusonabrandcommunity’sengagementwithaproduct?AnthropologyHowdopeopleobserveculturalmythsandritualswhileinavatarforminthemetaverseAMicroFocusCognitivepsychologyNeuroscienceJudgementanddecisionmaking(J

D

M)BehavioraleconomicsSocialpsychologyForReflection(4of6)Whatkindofrelationshipdoyouhavewithyourcar(ifyouhaveone)?Dothesefeelingscorrespondtothetypesofrelationshipsconsumersmaydevelopwithproducts?Howdotheserelationshipsaffectyourbehavior?Figure1.2TheCoreDisciplinesThatInformResearchonConsumerBehaviorAMacroFocusSociologyAnthropologySemioticsandliterarycriticismComputerscienceHistoryForReflection(5of6)Picktwoofthedisciplinesshowninthepreviousslide.Howwouldtheirapproachestothesamemarketingissuediffer?WhereDoWeFindConsumerResearchers?JustaboutanywherewefindconsumersConsumerresearchersworkformanufacturers,retailers,marketingresearchfirms,governments,andnonprofitorganizations—and,ofcourse,collegesanduniversitiesYou’llfindtheminlaboratories,runningsophisticatedexperimentsthatinvolveadvancedneuralimagingmachinery,orinmalls,interviewingshoppersTheymayconductfocusgroupsorrunlarge-scalepollingoperationsThePhilosophyoftheBookThistextbookembracesthemultidisciplinarynatureofthestudyofconsumerbehaviorUnderstandingcomplexreal-worldconsumptionphenomenarequiresapluralityofmethodsandtheoreticalapproachesInsightsfromparadigmsWaysofthinkingaboutandstudyingaphenomenonForReflection(6of6)Howdoyouthinkthetwoparadigmsofconsumerresearchaffectthechoicesmarketersmakeintargetingconsumersegments?ChapterSummaryConsumerbehaviorisaprocess.Marketershavetounderstandthewantsandneedsofdifferentconsumersegments.Ourchoicesasconsumersrelateinpowerfulwaystotherestofourlives.Ourmotivationstoconsumearecomplexandvaried.Technologyandculturecreateanew“alwayson”consumer.Manytypesofspecialistsstudyconsumerbehavior.Therearedifferingperspectivesregardinghowandwhatweshouldunderstandaboutconsumerbehavior.CopyrightThisworkisprotectedbyUnitedStatescopyrightlawsandis

providedsolelyfortheuseofinstructorsinteachingtheircoursesandassessingstudentlearning.Disseminationorsaleofanypartofthiswork(includingontheWorldWideWeb)willdestroytheintegrityoftheworkandisnotpermitted.Theworkandmaterialsfromitshouldneverbemadeavailabletostudentsexceptbyinstructorsusingtheaccompanyingtextintheirclasses.Allrecipientsofthisworkareexpectedtoabidebytheserestrictionsandtohonortheintendedpedagogicalpurposesandtheneedsofotherinstructorswhorelyonthesematerials.ConsumerBehavior:Buying,Having,andBeingFourteenthEditionChapter2ConsumerEthics,theMarketplace,andthePlanetLearningObjectives(1of2)2.1

DefinebusinessethicsandidentifytheelementsthatcomprisetheP

E

S

T

L

Eframework.2.2

Summarizehowthepoliticalenvironmentaffectsconsumerdecisionmaking.2.3

Discusshowtheeconomiclandscapeaffectsconsumers’accesstothemarketplace.2.4Explainthewaysmarketersrespondtosocialissuestoshapeconsumerbehavior.LearningObjectives(2of2)2.5

Describethetechnologicalchangesthatarecreatingnewchallengesforconsumerprotection.2.6

Explainhowthelegalenvironmentinfluencesconsumerbehavior.2.7

Describehowconsumerbehaviordirectlyimpactstheenvironment.LearningObjective2.1DefinebusinessethicsandidentifytheelementsthatcomprisetheP

E

S

T

L

Eframework.Whatisthe“Right”Thing?BusinessethicsarerulesofconductthatguideactionsinthemarketplaceThereareculturaldifferencesinwhatisconsideredethicalConsumersincreasinglyareconcernedabouttheimpactofmarketingactivitiesonimportantissueslikesocialjusticeForReflection(1of4)Advertisersareoftenblamedforpromotingamaterialisticsocietybymakingtheirproductsasdesirableaspossible.Doyouagreewiththis?Ifyes,ismaterialismabadthing?Ifno,whatareyourreasons?TheP

E

S

T

L

EFrameworkTable2.1.ThePestleFrameworkPPoliticalEEconomicSSocialTTechnologicalLLegalEEnvironmentalConsumeractivismandslacktivismCulturejammingCorporatesocio-politicalactivismMarketaccessandliteracySocialjusticeandcancelcultureDataprivacyDataaccuracyandalgorithmbiasDatasecuritySocialmediaaddictionCyberbullyingGovernmentalregulationsandagenciesCorrectiveadvertisingConsumertheftandcounterfeitingConsciousconsumerismBrandpurposeCirculareconomyandfastfashionGreenmarketingProsocialbehaviorLearningObjective2.2Summarizehowthepoliticalenvironmentaffectsconsumerdecisionmaking.Culturejamming:astrategytodisrupteffortsbythecorporateworldtodominateourculturallandscapeP

E

S

T

L

E:ThePoliticalEnvironmentConsumeractivism:consumersbandtogethertoattackwhattheyviewasunsafeorotherwiseharmfulCorporatesociopoliticalactivism(C

S

A):todeliberatelytakeastandonacontroversialissueSlacktivism:smallandrelativelymeaninglessexpressionsofsupportforimportantcauses,suchaslikingacharityonFacebookNiketookaverycontroversialstandtosupportColinKaepernick’seffortsforracialjusticeLearningObjective2.3Discusshowtheeconomiclandscapeaffectsconsumers’accesstothemarketplace.Asthenumberofpeopleusingwheel-chairsgrowsbyovertwomillionperyearintheUnitedStatesalone,themarketforadaptiveclothingthatprovidesabroaderrangeofappareloptionsgrowsaswell.P

E

S

T

L

E:TheEconomicEnvironmentDisabledconsumers:morethan10millionadultAmericanslivewithadisabilityConsumedconsumers:peoplewhoareusedorexploited,willinglyornot,forcommercialgaininthemarketplaceFooddeserts:acensustractwhere33percentofthepopulationor500peoplelivemorethanamilefromagrocerystoreinanurbanareaormorethan10milesawayinaruralareaLiteracyMedialiteracyFinancialliteracyFunctionalliteracyLearningObjective2.4Explainthewaysmarketersrespondtosocialissuestoshapeconsumerbehavior.ThenegativeracialstereotypeofUncleBenwasrecentlyretiredasthebrandwasrenamedBen’sOriginalP

E

S

T

L

E:TheSocialEnvironment(1of2)Cancelculture:thephenomenonofthepubliccallingoutcompaniesformisstepsandrecommendingthatconsumersboycotttheguiltybrands.Causemarketing:apopularstrategythatalignsacompanyorbrandwithacausetogeneratebusinessandsocietalbenefits.P

E

S

T

L

E:TheSocialEnvironment(2of2)Corporatesocialresponsibility(C

S

R):processesthatencouragetheorganizationtomakeapositiveimpactonthestakeholdersinitscommunity,includingconsumers,employees,andtheenvironment.BenevolenthaloeffectTheshoecompanyT

O

M

Siswell-knownforitspromisetogiveachildinneedapairofshoesforeverypairitsellsForReflection(2of4)Doyoupurchaseacertainproductbecauseoftheircause?Why?Doyouthinkorganizationssupportacauseforprofitsorbecausetheywanttobeactiveintheircommunity?LearningObjective2.5Describethetechnologicalchangesthatarecreatingnewchallengesforconsumerprotection.SaudiArabiaawardedcitizenshiptoa(Japanese-made)robotP

E

S

T

L

E:TheTechnologicalEnvironmentDataPrivacyGeneralDataProtectionRegulation:requireswebsitestoprovidevisiblenoticeregardingprivateinformationtheycollectthroughcookiesandtogiveconsumersthechoicetodisagreetosuchtrackingDataAccuracyAcollagethataresearchsubjectmadeshowshowpervasivetechnologyisinacustomerjourneyIdentityTheftTable2.2PoisoningtheWell:TypesofMisinformationTheTechnologicalEnvironmentPushingtheEnvelopeArtificialintelligence:creatingnewopportunitiesandchallengesforconsumersandconsumerprotectionTechnologyAddictionsConsumeraddiction:aphysiologicalorpsychologicaldependencyonproductsorservicesCyberbullying:the“willfulandrepeatedharminflictedthroughtheuseofcomputer,cellphones,andotherelectronicdevicesDarkSideofC

BConsumedconsumersIllegalacquisitionandproductuseConsumertheftandfraudShrinkageSerialwardrobersCounterfeitingAnticonsumptionAddictiveConsumptionConsumeraddictionSocialmediaaddictionCyberbullyingPhantomVibrationSyndromeCompulsiveconsumptionForReflection(3of4)Doyouknowsomeonewhoisaddictedtosocialmedia?Inwhatway?Ifyouworkinretail,haveyouexperiencedconsumershabituallyreturningitems?ConsumerTerrorismCyberterrorismGuerrillamarketingLearningObjective2.6Explainhowthelegalenvironmentinfluencesconsumerbehavior.P

E

S

T

L

E:TheLegalEnvironmentGovernmentalregulationsandagenciesConsumersbehavingbadlyConsumertheftandfraudUnauthorizedknock-offsThepopularcontraceptivedrugYazwasrequiredtoruncorrectiveadvertisingtoaddressexaggeratedorinaccurateclaimsSampleofFederalLegislationIntendedtoEnhanceConsumers’Welfare(1of3)Table2.3SampleofFederalLegislationIntendedtoEnhanceConsumers’WelfareYearActPurpose1953FlammableFabricsActProhibitsthetransportationofflammablefabricsacrossstatelines1958NationalTrafficandSafetyActCreatessafetystandardsforcarsandtires1958AutomobileInformationDisclosureActRequiresautomobilemanufacturerstopostsuggestedretailpricesonnewcars1966FairPackagingandLabelingActRegulatespackagingandlabelingofconsumerproducts(manufacturersmustprovideinformationaboutpackagecontentsandorigin)1966ChildProtectionActProhibitssaleofdangeroustoysandotheritems

1967FederalCigaretteLabelingandAdvertisingActRequirescigarettepackagestocarryawarninglabelfromtheSurgeonGeneral1968Truth-in-LendingAct

Requireslenderstodivulgethetruecostsofacredittransaction1969NationalEnvironmentalPolicyActEstablishedanationalenvironmentalpolicyandcreatedtheCouncilonEnvironmentalQualitytomonitortheeffectsofproductsontheenvironment1972ConsumerProductsSafetyActEstablishedtheConsumerProductSafetyCommissiontoidentifyunsafeproducts,establishsafetystandards,recalldefectiveproducts,andbandangerousproducts

SampleofFederalLegislationIntendedtoEnhanceConsumers’Welfare(2of3)Table2.3[Continued]Year

Act

Purpose

1975ConsumerGoodsPricingActBanstheuseofpricemaintenanceagreementsamongmanufacturersandresellers.1975Magnuson-MossWarrantyImprovementAct

CreatesdisclosurestandardsforconsumerproductwarrantiesandallowstheFederalTradeCommissiontosetpolicyregardingunfairordeceptivepractices.1990TheNutritionLabelingandEducationActReaffirmsthelegalbasisfortheFoodandDrugAdministration’snewrulesonfoodlabellingandestablishesatimetablefortheimplementationofthoserules.1998InternetTaxFreedomActEstablishedamoratoriumonspecialtaxationoftheInternet,includingtaxationofaccessfeespaidtoAmericaOnlineandotherInternetServiceProviders.2010Dodd-FrankWallStreetReformandConsumerProtectionActPromptedbytherecessionthatbeganin2008,intendstopromotethefinancialstabilityoftheUnitedStatesbyimprovingaccountabilityandtransparencyinthefinancialsystem,toend“toobigtofail,”toprotecttheAmericantaxpayerbyendingbailouts,andtoprotectconsumersfromabusivefinancialservicespractices.SampleofFederalLegislationIntendedtoEnhanceConsumers’Welfare(3of3)Table2.3[Continued]Year

Act

Purpose

2016.ConsumerReviewFairnessActof2016Passedinresponsetoanumberofincidentswherecompaniestriedtostiflenegativeonlineuserreviewsbyincludinga“gagclause”inacontractthatthreatenslegalactionormonetarydamageswhencustomerssaybadthingsaboutthecompany.ThebillallowstheF

C

Candindividualstatestotakeactionagainstcompaniesthattrythistactic.2021ConsumerProtectionActThislegislationauthorizestheFederalTradeCommission(F

T

C)toexpanditsprotectionofconsumersfromfraudinthemarketplacebyempoweringtheFederalTradeCommissiontoseeklegalandmonetaryreliefforvictims.U.S.RegulatoryAgenciesandResponsibilitiesTable2.4U.S.RegulatoryAgenciesandResponsibilitiesRegulatoryagency

Responsibilities

ConsumerProductSafetyCommission(C

P

S

C)

Protectsthepublicfrompotentiallyhazardousproducts.Throughregulationandtestingprograms,theC

P

S

Chelpsfirmsmakesuretheirproductswon’tharmcustomersEnvironmentalProtectionAgency(E

P

A)

Developsandenforcesregulationsaimedatprotectingtheenvironment.SuchregulationshaveamajorimpactonthematerialsandprocessesthatmanufacturersuseintheirproductsandthusontheabilityofcompaniestodevelopproductsFederalCommunicationsCommission(F

C

C)

Regulatestelephone,radio,andtelevision.F

C

Cregulationsdirectlyaffectthemarketingactivitiesofcompaniesinthecommunicationsindustries,andtheyhaveanindirecteffectonallfirmsthatusebroadcastmediaformarketingcommunicationsFederalTradeCommission(F

T

C)Enforceslawsagainstdeceptiveadvertisingandproductlabelingregulations.MarketersmustconstantlykeepabreastofchangesinF

T

CregulationstoavoidcostlyfinesFoodandDrugAdministration(F

D

A)Enforceslawsandregulationsonfoods,drugs,cosmetics,andveterinaryproducts.Marketersofpharmaceuticals,over-the-countermedicines,andavarietyofotherproductsmustgetF

D

Aapprovalbeforetheycanintroduceproductstothemarket.

InterstateCommerceCommission(I

C

C)

Regulatesinterstatebus,truck,rail,andwateroperations;theabilityofafirmtoefficientlymoveproductstoitscustomersdependsonI

C

CpoliciesandregulationLearningObjective2.7Describehowconsumerbehaviordirectlyimpactstheenvironment.P

E

S

T

L

E:TheNaturalEnvironmentSustainability:basedonasimpleprinciple:Everythingthatweneedforoursurvivalandwell-beingdepends,eitherdirectlyorindirectly,onournaturalenvironmentEnvironmentalactivistGretaThunberg’spassionhasfueledaglobalmovementinwhichconsumersareurginggovernmentsandcorporationstoaddresstheclimatechangecrisisFigure2.1TheCircularEconomySustainabilityandEnvironmentalStewardshipAsustainablebusinessmodel

isnotjustaboutreducingacompany’scarbonfootprintSixoutofeverytencompaniesthatconverttoasustainablebusinessmodelhaveprofitedfinanciallyNativedeodorantisapopularchoiceforsomeconsumersbecauseofitsfocusonsustainabilityGreenMarketingandGreenWashingGreenmarketing:astrategythatinvolvesthedevelopmentandpromotionofenvironmentallyfriendlyproductsandafocusonthisattributewhenthemanufacturercommunicateswithcustomersGreenwashing:companiesmakefalseorexaggeratedclaimsabouthowenvironmentallyfriendlytheirproductsareAirinumisonecompanythatistappingintoadesireforfunctionalyetstylishprotectivewearasconcernsgrowabouttheeffectsofairpollutiononconsumers’healthTheS

H

I

F

T:ChangingConsumerBehaviorfortheBetterTheS

H

I

F

Tframeworksumsuptheactionsmarketersneedtopromoteprosocialbehaviorbyidentifyingfivekeydrivers:SocialInfluence–UsesocialpressureandnormstoencouragebehaviorHabits–EncourageformationofprosocialhabitsIndividualSelf–Appealtoidentity,self-interest,andpersonalitytraitsFeelingsandCognition–EmploydifferentframesandemotionalappealsintheappropriatesituationsandcontextsTangibility–Makeclearwhattheprosocialbehavioraccomplishes(e.g.,whobenefits,self-efficacy)The“Tree-Huggers”ItistypicaltofindthatasmallnumberofconsumersaccountforalargeamountoftheactionwithregardtoconsumptionactivityorpurchaseThisadunderscoresthegrowingpriorityconsumersplaceuponorganicfoodsL

O

H

A

SMarketSectorsMarketerspointtoasegmentofconsumerswhoarelikelytochoosesustainableproductsandservices:theLifestylesofHealthandSustainabilitysegment,orL

O

H

A

S“Lohasians”representagreatmarketforproductssuchasorganicfoods,energy-efficientappliances,andhybridcars,aswellasalternativemedicine,yogalessons,andecotourismOneorganizationestimatesthattheymakeuponeinfouradultAmericansandspendabout$290billionperyearonsustainableproductsandservicesForReflection(4of4)Wouldyouprefertopurchasefromarestaurantthatcomposts?Whataresomesustainablemethodsusedinyourworkplace?ForReviewEthicalbusinessisgoodbusiness.Marketershaveanobligationtoprovidesafeandfunctionalproductsaspartoftheirbusinessactivities.Consumerbehaviorimpactsdirectlyonmajorpublicpolicyissuesthatconfrontoursociety.Consumerbehaviorcanbeharmfultoindividualsandtosociety.CopyrightThisworkisprotectedbyUnitedStatescopyrightlawsandis

providedsolelyfortheuseofinstructorsinteachingtheircoursesandassessingstudentlearning.Disseminationorsaleofanypartofthiswork(includingontheWorldWideWeb)willdestroytheintegrityoftheworkandisnotpermitted.Theworkandmaterialsfromitshouldneverbemadeavailabletostudentsexceptbyinstructorsusingtheaccompanyingtextintheirclasses.Allrecipientsofthisworkareexpectedtoabidebytheserestrictionsandtohonortheintendedpedagogicalpurposesandtheneedsofotherinstructorswhorelyonthesematerials.ConsumerBehavior:Buying,Having,andBeingFourteenthEditionChapter3PerceivingandMakingMeaningLearningObjectives3.1

Explainhowconsumerbehaviorisoftenshapedbysensoryappealsthatareoftenunnoticed.3.2

Outlinethethree-stageprocessofperceptionthattranslatesrawstimuliintomeaning.3.3Discusshowthefieldofsemioticshelpsusunderstandhowconsumerscreatemeaningoutofsymbols.3.4Describehowconsumersplayanactiveroleinshapingbrandmeanings.LearningObjective3.1Explainhowconsumerbehaviorisoftenshapedbysensoryappealsthatareoftenunnoticed.SensationVisionScentSoundTouchTasteSensoryMarketingCompaniesthinkcarefullyabouttheimpactofsensationsonourproductexperiencesVision(1of2)IlluminanceShapeSurfacecolorMaterialityLocationThechoiceofacolorpaletteisakeyissueinpackagedesignVision(2of2)Table3.1MarketingApplicationofColorsColorAssociationsMarketingApplicationsYellowOptimisticandyouthfulUsedtograbwindowshoppers’attentionRedEnergyOftenseeninclearancesales

BlueTrustandsecurityBanksGreenWealthUsedtocreaterelaxationinstoresOrangeAggressiveCalltoaction:subscribe,buy,orsellBlackPowerfulandsleekLuxuryproductsPurpleSoothingBeautyoranti-agingproductsSource:

AdaptedfromLeoWidrich,“WhyIsFacebookBlue?TheScienceBehindColorsinMarketing,”FastCompany(May6,2013),accessedFebruary23,2015.DollarsandScentsLikecolor,odorcanalsostiremotionsandmemoryScentmarketingisaformofsensorymarketingthatwemayseeinlingerie,detergents,andmoreSoundPitchSoundsymbolismPhenomesTouchEndowmenteffectPsychologicalownershipHapticContaminationeffectKanseiengineeringConsumerswhoparticipateinthecreationofaproductmayexperienceafeelingofpsychologicalownership–evenifafewpartsareleftoverwhenthey’redoneForReflection(1of8)ImagineyouarethemarketingconsultantforthepackagedesignofanewbrandofpremiumchocolateWhatrecommendationswouldyoumakeregardingsightandscent?ForReflection(2of8)Somestudiessuggestthatasweage,oursensorydetectionabilitiesdeclineWhataretheimplicationsofthisphenomenonformarketerswhotargetelderlyconsumers?TasteTasteisahugedriverbehindthe$46billionAmericansspendonfoodandbeveragesinayear.GastrophysicsHedonicescalationForReflection(3of8)Howhasyoursenseoftouchinfluencedyourreactiontoaproduct?Whichofyoursensesdoyoufeelismostinfluentialinyourperceptionsofproducts?TastegivesusimportantfeedbackaboutfoodproductsAugmentedandVirtualReality:WelcometotheMetaverseAugmentedreality(A

R):mediathatsuperimposeoneormoredigitallayersofdata,images,orvideooveraphysicalobjectMicrosoft’sHoloLenstechnologyblendshologramswithwhatyouseeinyourphysicalspaceLearningObjective3.2Outlinethethree-stageprocessofperceptionthattranslatesrawstimuliintomeaning.Stagesof