Chapter2PerceptionCCNSUMERBEHAVIOR,8eMichaelSolomonLearningObjectivesWhenyoufinishthischapteryoushouldunderstandwhy:。Perceptionisathree-stageprocessthattranslatesrawstimuliintomeaning.。Productsandcommercialmessagesoftenappealtooursenses,butwewon“tbeinfluencedbymostofthemt.。ThedesignofaproducttodayisakeydriverofitsSuccessorfailure.。Subliminaladvertisingisacontroversial-butlargelyineffective一waytotalktoconsumers.seeiecczooyaLearningObjectives(Contd)。Weinterpretthestimulitowhichwedopayattentionaccordingtolearnedpatternsandexpectations.。Thescienceofsemioticshelpsustounderstandhowmarketersusesymbolstocreatemeaning.ueeiecczooy口Shelf-StableMilkinAmerica?Parmalat。Shelf-stablemilksoldinEurope。Lasts5-6monthsunopenedwithoutrefrigerationChallenge。HowtochangeAmericanperceptionthatmilkisnotspoiledorunhealthyseeiacczooySensationandPerception。Sensationistheimmediateresponseofoursensoryreceptors(eyes,ears,nose,mouth,andfingers)tobasicstimuli(light,colorsound,odor,andtexture).。Perceptionisitsplacessbywhicirsensationsareselected,organized,andinterpreted.seeiecczooy口TheProcessofPerceptionEstimulithroughourfivesenseseeiaezeonPeueaeSensorySystemsOurworldisasymphonyofcolors,sounds,odors,tastes,etc.。Marketerscontributetothecommotion。Advertisements,productpackages,radio2ndTVcomierciais,billboardsprovidesensationsseeiacczooy2HedonicConsumption。Hedonicconsumption:multisensory,fantasy,andemotionalaspectsofconsumersinteractionswithproducts。MarketersuseimpactofsensaticnsoncansumeisprodtictsxpaiiencesseeiacczooyEColor。Colorprovokesemotion。Reactionstocolorarebiologicalandcultural。ColorintheUnitedStatesisbecomingbrighterandmorecolnple。Tradedress:colorsassociatedwithspecificcompaniespeueeiacczooyVertical-Horizontallusion*Whichlineislonger:horizontalorvertical2*Ifyouregiventwo240z.glasses,Ewiderglassthanthetallerglassbecauseyoufocusmoreonheightthanwidth“Answer:bothlinessresamelengthseeiaccoroomEaueas