BUS 359 Chapter Notes - Fall 2018 Chapter 3 - Sensory threshold, Habituation, Marketing mix

• School: Stony Brook University
• Department: Business Management
• Course: BUS 359
• Professor: Paul Connell

Document Summary

The design of a product often is a key driver of its success or failure. Products and commercial messages often appeal to our senses, but because of the profusio(cid:374) of these (cid:373)essages (cid:449)e do(cid:374)"t (cid:374)oti(cid:272)e (cid:373)ost of the(cid:373). Perception is a three-stage process that translates raw stimuli into meaning. Subliminal advertising is a controversial (but largely ineffective) way to talk to consumers. We interpret the stimuli to which we do pay attention according to learned patterns and expectations. The field of semiotics helps us to understand how marketers use symbols to create meaning. Sensation - refers to the immediate purpose of our sensory receptors to basic stimuli such as light, color, etc. Perception - the process by which people select, organize, and interpret these sensations. The study of perception focuses on what we add to these raw sensations to give them meaning. Our brains receive external stimuli, or sensory inputs, on a number of channels.