COMMERCE 3MB3 Chapter Notes - Chapter 2: Eye Tracking, Railways Act 1921, Starch
22 Jun 2019
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Perception: consumers are selective perceivers with perceptual defenses. We have control over the stimuli we are exposed to, attend to and the meaning we derive from them. Three phases: exposure attention interpretation (perception concepts and stages) Consumers seek exposure that will help them achieve their goals information or entertainment. We also avoid exposure selective exposure, selective comprehension, selective retention (zip,zap,mute,ignore) Calculated with just noticeable difference using a mathematical formula called. Ideal when faced with price increases, aim to be just below just noticeable point reducing sodium or luck charms reducing sweetener) Making changes to logos or package design over time. Attention and interpretation: the amount of attentions paid to a stimulus, and our interpretation of it, depend on three kinds of factors: Individual (little control over individual) (can"t control per person) Marketing stimuli can include: words, pictures, colours, textures, smells, gestures etc. Senses can play a large role in emphasizing certain stimulus (multisensory dining)
