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Perception 2

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This document discusses how different senses impact consumer behavior and marketing. It explains that scents can create mood and memory associations for consumers. Marketers use scents in products and promotions to influence consumers. Sounds also affect feelings and behaviors, as different phonemes and music tempos can create different moods. Touch sensations are basic and impact product experiences, and Japanese kinsei engineering translates customer feelings into design. Taste is cultural and changing, as flavor trends and ethnic food popularity influence desired flavors and taste test results can sometimes be overcome through repositioning.

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Welcome to Consumer Behaviour Sensation to Perception [ ]
Scents Scents Odors create mood memories: Coffee = Childhood, home Cinnamon buns = sex Marketer use scents: Inside product in Promotion (e.g.,scratch 'n sniff) Consumers love love of fragrances has contributed to a very large industry because this
Sound Sound affect peoples feeling and behaviours Phonemes: individual sounds that might be more or less preferred by consumer i brands are lighter than a brands Muzak uses sound and music to create mood High tempo = more stimulation Slower tempo = more relaxing
Touch Haptic senses or touch is the most basic of senses; we learn this before vision and smell Haptic senses affect product experience and judgement Kinsei engineering is a Japanese philosophy that translates customers feeling into design elements
Taste Flavor houses develop new concoctions for customer palates. Cultural changes determine desirable taste The more respect we have for ethnic dishes, the more spicy food we desire Sometimes taste test failure can be overcome by repositioning the product. For example, Vernor ginger ale did poorly in a taste test against leadingginger ales

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Perception 2

  • 2. Scents Scents Odors create mood memories: Coffee = Childhood, home Cinnamon buns = sex Marketer use scents: Inside product in Promotion (e.g.,scratch 'n sniff) Consumers love love of fragrances has contributed to a very large industry because this
  • 3. Sound Sound affect peoples feeling and behaviours Phonemes: individual sounds that might be more or less preferred by consumer i brands are lighter than a brands Muzak uses sound and music to create mood High tempo = more stimulation Slower tempo = more relaxing
  • 4. Touch Haptic senses or touch is the most basic of senses; we learn this before vision and smell Haptic senses affect product experience and judgement Kinsei engineering is a Japanese philosophy that translates customers feeling into design elements
  • 5. Taste Flavor houses develop new concoctions for customer palates. Cultural changes determine desirable taste The more respect we have for ethnic dishes, the more spicy food we desire Sometimes taste test failure can be overcome by repositioning the product. For example, Vernor ginger ale did poorly in a taste test against leadingginger ales