Business Administration 3321K Lecture Notes - Lecture 2: Energizer Bunny, Hells Angels, Duracell
4 May 2016
School
Department
Professor
Lecture 2: Perception, Learning and Memory
Positivism – philosophy about nature (using the scientific method), whether
we assume our intuitions are correct, we test to make sure
• set the bar very high in terms of the information you need to come
to a conclusion
• Positivist approach: laboratory group of experiments
• competitive interference effect: energizer bunny → public could get
confused and think it is Duracell
Interpretivism –
• only a person who is extremely passionate about the topic could
truly understand
• this is how we generate theory
• Interpretivist: Harley Davidson → lifestyle choice (Harley or
nothing) → outlaw/culture in the motorcycle culture → you CANNOT
be a Hells Angel without a HARLEY DAVIDSON
• Insights as to HOW people feel so passionate about a particular
brand → holy grail for companies to understand this
Researchers usually pick either positivism or interpretivism.
Slide 52 (week 1) – Scope and Sequence of Topics
Marketing Myopia- scope
What are they buying?
• A pair of sneakers
o Enhance the athletic performance
o style
• Lipstick
o Esteem
o fashion
o sex appeal
o femininity
o compliment dress/hairstyle
o brand chosen could be for separate reasons --> no product
testing on animals (interpretivistic approach)
• Life insurance policy
o Peace of mind
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o reassurance
o comfort
o underlying needs could be different or different people
**WEEK 2 LECTURE SLIDES**
→ we are limited in our ability to process, code and abstract
information→ limits on how quickly we can encode everything
• the way we see things is not usually consistent with reality
• everyone has a unique was to encode information based on their
experiences and cognitive abilities
Slide 2 – We live in a world overflowing with sensations
• With corporate sponsorship there is a lot of brand communications
in campuses
• As a consequence as this amount of clutter, we just add more to it
• We pay attention to ads that are relevant to us → in market for a
new car, more likely to pay attention to ads about cars
o reduce cognitive dissonance → most advertisements help with
this
Slide 3- Sensations & Perceptions
• sensory stimuli- aspects of our bodies that allow us to encode
• consumers tend to remember positive memories in their lives, they
do not tend to remember negative things (Unless its very bad)
• Bottle of Wine:
o utilitarian – red wine enhances food digestion when you’re
eating red meat, to get drunk
Slide 4- Sensory Systems
• Unique sensory quality of product
o Differentiation from competition
o Eg. BIG MAC – it is constructed a certain way to please the
senses of the customers the most
• Hedonic consumption
o Design/form = function/substance
o importance of aesthetics
o Eg. Harley Davidson – it makes a loud sound (it is actually
patented)
o E.g. Apple – simple, elegant look, aesthetically pleasing
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o E.g. Lindor Chocolate – Hard outside, liquid centre (silky
technture)
• Color- when we add color it become much more appealing
o Much more appetizing
o Eg. APPLE – big come-back story → new generation of
MACINTOSH had different colours of the same computer →
the advertisement showed the 5 identical computers in
different colours with the tag line “collect all 5”
Slide 6- Vision
• Vision
o Advertising, store design, packaging
o yellow is the best colour to have if you have something on
sale
o IKEA - yellow and blue sign because those are the colours of
Sweden
o Different colours have different physiological affects on the
body
• Color
o Hot: red
o Cold: blue
o Cognitions (associations)
o Provokes emotion (affect)
o Reactions to color: biological & cultural
o Color in marketing is serious business
o Coffee served in a red mug is considered better than in a
green mug (bitter) → coffee tastes differently to people in
different cups
o Red is a bad color to have a car in → you are most likely to
get a speeding ticket
o What does black signify as a color?
▪ associated with mourning (when someone died)
▪ power
▪ In Asia: mourning is associated with WHITE… while in
America WHITE = marriage
▪ purple = color of death in LATIN MAERICA
▪ white - color of death in JAPAN
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Slide 52 (week 1) scope and sequence of topics. **week 2 lecture slides** information limits on how quickly we can encode everything. We are limited in our ability to process, code and abstract: the way we see things is not usually consistent with reality, everyone has a unique was to encode information based on their experiences and cognitive abilities. Slide 4- sensory systems: unique sensory quality of product, differentiation from competition, eg. Big mac it is constructed a certain way to please the senses of the customers the most: hedonic consumption, design/form = function/substance importance of aesthetics, eg. Harley davidson it makes a loud sound (it is actually patented: e. g. Apple simple, elegant look, aesthetically pleasing: e. g. Lindor chocolate hard outside, liquid centre (silky technture: color- when we add color it become much more appealing, much more appetizing, eg. Apple big come-back story new generation of.
