消费基础及行为 2

ConsumerBehavior:Buying,Having,andBeingTwelfthEditionChapter3PerceptionCopyright©2017,2015,2013PearsonEducation,Inc.

AllRightsReserved.LearningObjectives(1of2)3.1Thedesignofaproducttodayisakeydriverofitssuccessorfailure.3.2Productsandcommercialmessagesoftenappealtooursenses,butbecauseoftheprofusionofthesemessageswedon’tnoticemostofthem.3.3Perceptionisathree-stageprocessthattranslatesrawstimuliintomeaning.LearningObjectives(2of2)3.4Subliminaladvertisingisacontroversial—butlargelyineffective—waytotalktoconsumers.3.5Weinterpretthestimulitowhichwedopayattentionaccordingtolearnedpatternsandexpectations.3.6Thefieldofsemioticshelpsustounderstandhowmarketersusesymbolstocreatemeaning.LearningObjective3.1Thedesignofaproductisoftenakeydriverofitssuccessorfailure.SensationVisionScentSoundTouchTasteHedonicconsumptionContexteffectsSensoryMarketingCompaniesthinkcarefullyabouttheimpactofsensationsonourproductexperiences.Vision(1of2)TradedressColorforecastsVision(2of2)Table3.1MarketingApplicationsofColorsColorAssociationsMarketingApplicationsYellowOptimisticandyouthful

Usedtograbwindowshoppers’attention

Red

Energy

Oftenseeninclearancesales

Blue

TrustandsecurityBanksGreen

Wealth

Usedtocreaterelaxationinstores

Orange

Aggressive

Calltoaction:subscribe,buyorsell

Black

Powerfulandsleek

Luxuryproducts

PurpleSoothingBeautyoranti-agingproductsSource:

AdaptedfromLeoWidrich,“WhyIsFacebookBlue?TheScienceBehindColorsinMarketing,”FastCompany

(May6,2013),

accessedFebruary23,2015.DollarsandScentsLikecolor,odorcanalsostiremotionsandmemory.ScentMarketingisaformofsensorymarketingthatwemayseeinlingerie,detergents,andmore.ForReflection(1of8)Imagineyouarethemarketingconsultantforthepackagedesignofanewbrandofpremiumchocolate.Whatrecommendationswouldyoumakeregardingsightandscent?LearningObjective3.2Productsandcommercialmessagesoftenappealtooursenses,butbecauseoftheprofusionofthesemessages,wedon’tnoticemostofthem.KeyConceptsinUseofSoundAudiowatermarkingSoundsymbolismPhenomesKeyConceptsintheUseofTouchEndowmenteffectHapticKanseiengineeringSomestudiessuggestthatasweage,oursensorydetectionabilitiesdecline.Whataretheimplicationsofthisphenomenonformarketerswhotargetelderlyconsumers?ForReflection(2of8)Howhasyoursenseoftouchinfluencedyourreactiontoaproduct?Whichofyoursensesdoyoufeelismostinfluentialinyourperceptionsofproducts?ForReflection(3of8)LearningObjective3.3Perceptionisathree-stageprocessthattranslatesrawstimuliintomeaning.StagesofPerceptionExposureAttentionInterpretationFigure3.1PerceptualProcessStage1:KeyConceptsinExposureSensorythresholdPsychophysicsAbsolutethresholdDifferentialthresholdJNDWeber’sLawThePepsiLogoOverTimeHowmuchofachangewouldbeneededinafavoritebrand’sprice,packagesize,orlogowouldbeneededforyoutonoticethedifference?Howwoulddifferencesinthesevariablesaffectyourpurchasedecisions?ForReflection(4of8)LearningObjective3.4SubliminalAdvertisingisacontroversial-butlargely-perceivedineffective-waytotalktoconsumers.SubliminalPerceptionEmbedsStage2:AttentionAttentionistheextenttowhichprocessingactivityisdevotedtoaparticularstimulusConsumersexperiencesensoryoverloadMarketersneedtobreakthroughtheclutterHowDoMarketersGetAttention?PersonalSelectionFactorsExperiencePerceptualfiltersPerceptualvigilancePerceptualdefenseFactorsLeadingtoAdaptationIntensityDurationDiscriminationExposureRelevanceStimulusSelectionFactorsContrastSizeColorPositionNoveltyFigure3.3TheGoldenTriangleFigure3.3TheGoldenTriangleEye-trackingstudiesrevealthatpeopletypicallyspendmostoftheirtimeonawebsitelookingatthe“goldentriangle”outlinedbyyellow,orangeandred.Source:

EnquiroSearchSolutions,Inc.(NowMediativePerformanceLP).Doyouthinkthatsubliminalperceptionworks?Underwhatconditionscoulditwork?ForReflection(5of8)LearningObjective3.5Weinterpretthestimulitowhichwedopayattentionaccordingtolearnedpatternsandexpectations.InterpretationInterpretationreferstothemeaningweassigntosensorystimuli,whichisbasedonaschemaSource:Client:XXXLutz;HeadofMarketing:Mag.ThomasSaliger;Agency:Demner,Merlicek&Bergmann;AccountSupervisor:AndreaKliment;AccountManager:AlbinLenzer;CreativeDirectors:RosaHaider,TolgaBuyukdoganay;ArtDirectors:TolgaBuyukdoganay,RenePichler;Copywriter:AlistairThompson.StimulusOrganizationGestalt:ThewholeisgreaterthanthesumofitspartsClosure:peopleperceiveanincompletepictureascompleteSimilarity:consumersgrouptogetherobjectsthatsharesimilarphysicalcharacteristicsFigure-ground:onepartofthestimuluswilldominate(thefigure)whiletheotherpartsrecedeintothebackground(ground)Giveanexamplewhenyouwereaffectedmyclosure,similarity,orthefiguregroundprinciple.ForReflection(6of8)LearningObjective3.6Thefieldofsemioticshelpsustounderstandhowmarketersusesymbolstocreatemeaning.Figure3.4SemioticRelationshipsObjectSignInterpretantIconIndexSymbolExamplesofBrandPositioningLifestyleGreyPouponis“highclass”PriceleadershipL’OrealsellsNoisomebrandfacecreamAttributesBountyis“quickerpickerupper”ProductclassTheSpyderEclipseisasportyconvertibleCompetitorsNorthwesternInsuranceisthequietcompanyOccasionsUseWrigley’sgumwhenyoucan’tsmokeUsersLevi’sDockers