Management and Organizational Studies 1021A/B Lecture Notes - Lecture 2: Denim, Observational Learning, Social Desirability Bias

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 1021A/B
• Professor: Tara Lee

Document Summary

Perception has 3 stages: exposure, attention, interpretation: perceptual process sensory system. Usually talking about color in consumer behavior (warm: yellow, orange, red think about activity, excitement, energizing . Mcdonalds) (cold: blue, green, purple restful, calming airlines, hotels, spa) Color can have symbolic or cultural meaning ex: blue evokes sense of excitement about the future american express blue, Peoples perception of colors are different use package coloring to communicate. Women tend to detect smell better than men. Smell and buying: pleasant-smelling environments have a positive. Sound and mood: fast music: energizing, slow music: soothing. Music and shopping behavior: slow tempo: encouraging leisurely shopping, fast tempo: allowing greater turnover. Touch and package: men and women perceive textures differently (silk and cotton more feminine) (wool and denim more masculine) these are our perceptions. Cross-cultural differences: differences in how we taste coke tasting different in different countries. An initial stage of perception where some sensations come within range of consumers" sensory receptors.