Faculty of Business and

Information Technology

Perception
-- How we make sense of things

http://illusioncontest.neuralcorrelate.com/2007/the-leaning-tower-illusion-2/

Faculty of Business and

Information Technology

Agenda

Overview of the Perceptual Process

Five sensory systems
Exposure
Attention
Interpretation

Faculty of Business and

Information Technology

Sensation & Perception

Overview
Sensory Sys.
Exposure
Attention
Interpretation
Application

Sensation: immediate response of our

sensory receptors (eyes, ears, nose, mouth,
skin) to basic sensory stimuli (light, color,
sound, etc).
Perception: the process by which these
sensations are selected, organized, and
interpreted.
Add meanings to raw sensations
Make sense of things
e.g., Coke vs. Pepsi

Faculty of Business and

Information Technology

The Perceptual Process

The extent to which
processing activity is devoted
to a particular stimulus
Sensory
Stimuli

Sensory
Receptors

Sights

Eyes

Sounds

Ears

Smells

Nose

Tastes

Mouth

Textures

Skin

The degree to which

consumers notice a
stimuli that is noticeable

Exposure

The meanings that

consumers assign to
sensory stimuli

Attention

Experiences
Expectations
Needs

Interpretation

Faculty of Business and

Information Technology

Hedonic Consumption & Design

Hedonic vs. Utilitarian Consumption
Overview

Hedonic: multisensory, fantasy, emotional

Sensory Sys.
Exposure
Attention
Interpretation
Application

Utilitarian: functional
Sensory marketing
Use sensations to influence produce experience

Faculty of Business and

Information Technology

Sensory Systems Sight

Vision elements in the marketplace
Overview
Sensory Sys.
Exposure
Attention
Interpretation
Application

Color, size, style, brightness, etc.

Color & emotion

Red vs. blue

Color & symbolic meanings, cultural values

Red
White
black

Faculty of Business and

Information Technology

Sensory Systems Sight

Consumer reactions to color
Overview
Sensory Sys.

Color & attention

Women are more sensitive than men
Older people prefer white or other bright tones

Exposure
Attention
Interpretation
Application

Color in package design

Product association
A segmentation tool
Trade dress

Blue: excitement about the future/

innovative and high-tech

Red: danger, warning, angry/

celebrating, special, happy, lucky

White: sad, sorrow, unwanted, surrender/

goodness, purity, virginity, faith

Yellow: hope, support, remembrance/

cheap, discount, coward

Red Line: power tools

Blue Line: cleaning products

Faculty of Business and

Information Technology

Sensory Systems Sight

Overview
Sensory Sys.
Exposure
Attention
Interpretation
Application

Background color of a webpage

Faculty of Business and

Information Technology

Sensory Systems Sight

Overview
Sensory Sys.
Exposure
Attention
Interpretation
Application

Background color of a webpage

Hue: pigment of color, e.g., blue, yellow, red
Blue is a more relaxing color than yellow or red
Chroma: saturation in the color
Lower chroma colors are more relaxing than
high chroma colors
Value: whiteness or blackness of the color
Higher value colors are more relaxing than low
value colors
Color associates with meanings and feelings
Any other applications?

Faculty of Business and

Information Technology

Sensory Systems Sight

Package Size & Product Volume
Overview

What determines product volume in a bottle?

Sensory Sys.
Exposure

Which dimension is considered more?

Attention
Interpretation
Application

What if the packaging is irregular?

Faculty of Business and

Information Technology

Sensory Systems Sight

Package Size & Consumption Quantity
Overview

Food container size

Sensory Sys.
Exposure

Glass shape

Attention
Interpretation
Application

Small package
Food variety

Faculty of Business and

Information Technology

Sensory Systems Smell

Overview
Sensory Sys.
Exposure
Attention
Interpretation
Application

Odors can stir emotions or create a calming

effect
Examples
Lemon: Boosts energy level, feel happy & rejuvenated
Lavender: Relaxing, calming, homey & comfortable feel

Consumer reactions to smell can be influenced by

their cultural background, gender
Research from Gillette found there is a difference in
how people want to smell

Faculty of Business and

Information Technology

Sensory Systems Smell

Scented marketing
Overview
Sensory Sys.
Exposure
Attention
Interpretation
Application

Put scents into products, e.g., detergents, magazine

http://www.downy.com/en-US/scents.jspx
Scent & memory
Recall of brand names
Pleasant ambient scents increase attention to both familiar
and unfamiliar brands
Consumers spend more time viewing the product
Congruence of scent and product is not important

Recall of verbal information

Scent & picture has an additive effect on recall
Especially after a long delay (e.g., 2 days after 5 minutes)

Faculty of Business and

Information Technology

Sensory Systems Hearing

Overview
Sensory Sys.
Exposure
Attention
Interpretation
Application

Advertising jingles create and maintain brand

awareness
Travelers Insurance - Prized Possession (Dog
Commercial)
https://www.youtube.com/watch?v=sNY82N8sxQA

Background music influences consumers

mood, emotions, and even behavior
Music influences behavior
Relaxing, stimulated...

Brand name sounding

e.g., Jelly Belly

Faculty of Business and

Information Technology

Sensory Systems Touch

It feels like cashmere
Overview
Sensory Sys.
Exposure
Attention
Interpretation
Application

Faculty of Business and

Information Technology

Sensory Systems Touch

Overview
Sensory Sys.
Exposure
Attention
Interpretation
Application

Sensation on skin can relax or stimulate

consumers mood
Consumers associated the texture of fabrics or
other products with product quality

Faculty of Business and

Information Technology

Sensory Systems Touch

One important touch factor: Need for Touch
Overview
Sensory Sys.
Exposure
Attention
Interpretation
Application

Individual differences in use of touch senses

NFT may influence consumers confidence in
product judgment
NFT may influence consumers attitude toward a
product
NFT may influence which shopping environment to
choose

Faculty of Business and

Information Technology

Sensory Systems Touch

Product Contagion
Overview

Which products are disgusting?

Sensory Sys.
Exposure
Attention
Interpretation
Application

Do they influence buyer behavior?

What to do?

Faculty of Business and

Information Technology

Sensory Systems Taste

Overview

Taste influence our experiences of many

products

Sensory Sys.
Exposure
Attention
Interpretation
Application

Consumers have strong preferences for

certain flavors
Color perceived taste
Ad refer to more senses more positive taste
perception