COMM 336 Lecture Notes - Lecture 3: Semiotics
10 Oct 2016
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Colors provoke emotions (red = arousal, stimulate appetites, blue = relaxing) Marketers use scents inside products and in stores. High tempo (more stimulation) board planes faster, buy more stuff in grocery stores. Touching affects product experience: waiters who touch patrons get bigger tips, touching forms a relationship with the product. Contagious consumption: don"t (cid:449)ant to touch things others ha(cid:448)e touched. We are more likely to buy things that we have touched: sense of ownership once you touch it, test drives, play with electronics, try on clothes. Absolute threshold minimum amount of stimulation that can be detected. Differential threshold ability to detect changes or differences in stimuli. Jnd just noticeable difference (consumers don"t detect change. Perceptual vigilance only pay attention to things that relate to needs. Perceptual defense ignore things that don"t fit. Adaptation stop paying attention because its familiar. Semiotics signs and symbols and their meanings. Marketing messages have 3 things: object - product, sign sensory image.
