MCS 2600 Study Guide - Detergent, Trade Dress, Lemonade

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 2600
• Professor: J. Wang

Document Summary

Immediate response of our sensory receptors (eyes, ears, nose, mouth, skin) to basic stimuli (light, colour, sound, etc) The process by which these sensations are selected, organized, and interpreted. Produce new information based o of my prior knowledge: add meanings to raw sensation, make sense of things. Focus on perceptions to in uence produce experience. Deploy sensory cues to intensify perceptions of brands. Examples: victoria secret & pink - uses signature colour pink, hollister - signi cant scents and dimmed lights, mastercard - uses a certain sound when transaction completes. Hedonic vs utilitarian consumption: hedonic: multi-sensory, fantasy, emotional, utilitarian: functional. Older people prefer white or bright colours. Product colour, size, style: colours have meaning and can evoke feelings (e. g. , red vs blue, yellow vs blue, 1982: sunlight dish detergent: picture of slice of lemon, bottle shaped like lemonade, made with 10% real lemon juice . * almost 80 people ingested it and had to be treated*