Solomon_PPT_03_accessiblePPTMARKETING.pdf

Solomon Pearson

1. Consumer Behavior: Buying, Having, and
Being
Fourteenth Edition - Global Edition
Chapter 3
Perceiving and Making
Meaning
© 2024 Pearson Education Ltd.

2. © 2024 Pearson Education Ltd.
Learning Objectives
3.1 Explain how consumer behavior is often shaped by
sensory appeals that are often unnoticed.
3.2 Outline the three-stage process of perception that
translates raw stimuli into meaning.
3.3 Discuss how the field of semiotics helps us understand
how consumers create meaning out of symbols.
3.4 Describe how consumers play an active role in shaping
brand meanings.

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Learning Objective 3.1
Explain how consumer behavior is often shaped by sensory
appeals that are often unnoticed.

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Sensation
•Vision
•Scent
•Sound
•Touch
•Taste

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Sensory Marketing
•Companies think carefully about the impact of sensations
on our product experiences

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Vision (1 of 2)
•Illuminance
•Shape
•Surface color
•Materiality
•Location
The choice of a color
palette is a key issue in
package design

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Vision (2 of 2)
Table 3.1 Marketing Application of Colors
ColorAssociationsMarketing Applications
YellowOptimistic and youthfulUsed to grab window shoppers’ attention
RedEnergyOften seen in clearance sales
BlueTrust and securityBanks
GreenWealthUsed to create relaxation in stores
OrangeAggressiveCall to action: subscribe, buy, or sell
BlackPowerful and sleekLuxury products
PurpleSoothingBeauty or anti-aging products
Source: Adapted from Leo Widrich, “Why Is Facebook Blue? The Science Behind Colors in Marketing,” Fast Company
(May 6, 2013),fastcompany.comaccessed February 23, 2015.

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Dollars and Scents
•Like color, odor can also stir emotions and memory
•Scent marketing is a form of sensory marketing that we
may see in lingerie, detergents, and more

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Sound
•Pitch
•Sound symbolism
•Phenomes

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Touch
•Endowment effect
•Psychological ownership
•Haptic
•Contamination effect
•Kansei engineering
Consumers who
participate in the creation
of a product may
experience a feeling of
psychological ownership –
even if a few parts are left
over when they’re done

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For Reflection (1 of 8)
•Imagine you are the marketing consultant for the package
design of a new brand of premium chocolate
•What recommendations would you make regarding sight
and scent?

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For Reflection (2 of 8)
•Some studies suggest that as we age, our sensory
detection abilities decline
•What are the implications of this phenomenon for
marketers who target elderly consumers?

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Taste
Taste is a huge driver
behind the $46 billion
Americans spend on
food and beverages in
a year.
•Gastrophysics
•Hedonic escalation

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For Reflection (3 of 8)
•How has your sense of touch influenced your reaction to
a product?
•Which of your senses do you feel is most influential in
your perceptions of products?
Taste gives us
important feedback
about food products

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Augmented and Virtual Reality:
Welcome to the Metaverse
•Augmented reality (A R): media that superimpose one or more
digital layers of data, images, or video over a physical object
Microsoft’s HoloLens
technology blends
holograms with what
you see in your
physical space

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Learning Objective 3.2
Outline the three-stage process of perception that translates
raw stimuli into meaning.

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Stages of Perception
•Exposure
•Attention
•Interpretation

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Figure 3.1 Perceptual Process

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Stage 1: Key Concepts in Exposure
•Sensory threshold
•Psychophysics
•Absolute threshold
•Differential threshold
•J N D
•Weber’s Law

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Figure 3.2 Betty Crocker Evolves Over
Time

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Subliminal Perception
•Embeds
•Subliminal
perception
–A stimulus
below the level
of the
consumer’s
awareness

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Stage 2: Attention
•Attention is the extent to which processing activity is
devoted to a particular stimulus
•Consumers experience sensory overload
•Eyeball economy
–Marketers fight for your attention
•Brain drain
–A deficit of cognitive resources.

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How Do Marketers Get Attention?
•Personal selection
factors
–Customers pick and
choose stimuli
•Marketers work hard to
cut through the clutter
Burger King uses rich media to get
customers’ attention

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Factors Leading to Adaptation
•Intensity
•Discrimination
•Exposure
•Relevance
Is this dress blue and black or white and gold?

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Interpretation (1 of 2)
•The meaning we assign to a stimulus depends on the
schema, or set of beliefs, to which we assign it
•This, in turn, leads us to compare the stimulus to other
similar ones we encountered in the past
•As a result, interpretation is very much based on our
subjective experiences, our cultural background, our
personal sensitivities, our expectations, etc.

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Interpretation (2 of 2)
•Interpretation refers to the meaning we assign to sensory
stimuli, which is based on a schema

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For Reflection (4 of 8)
•How much of a change would be needed in a favorite
brand’s price, package size, or logo for you to notice the
difference?
•How would differences in these variables affect your
purchase decisions?

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For Reflection (5 of 8)
•Do you think that subliminal perception works?
•Under what conditions could it work?

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Learning Objective 3.3
Discuss how the field of semiotics helps us understand how
consumers create meaning out of symbols.

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Interpretational Biases: The Eye of the
Beholder
•Gestalt: The whole is greater than the sum of its parts
–Closure: people perceive an incomplete picture as complete
–Similarity: consumers group together objects that share similar
physical characteristics
–Figure-ground: one part
of the stimulus will
dominate (the figure)
while the other parts
recede into the
background (ground)
Many company logos use the figure-ground principle. Do you see the
arrow embedded inside the FedEx logo?

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Figure 3.3 Semiotic Relationships

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Learning Objective 3.4
•Describe how consumers play an active role in shaping
brand meanings.

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Who Owns Brand Meanings?
•Positioning strategy: a fundamental component of a
company’s marketing efforts as it uses elements of the
marketing mix (i.e., product design, price, distribution, and
marketing communications) to influence consumers’
interpretation of its meaning in the marketplace relative to
its competitors
•Ultimately, brand meanings live in consumers’ minds

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Marketers Position Brands
LifestyleGrey Poupon is “high class”
Price leadershipL’Oreal sells Noisome brand face cream
AttributesBounty is “quicker picker upper”
Product classThe Spyder Eclipse is a sporty convertible
CompetitorsNorthwestern Insurance is the quiet company
OccasionsUse Wrigley’s gum when you can’t smoke
UsersLevi’s Dockers targeted to young men
QualityAt Ford, “Quality is Job 1”
Country of originJeep, Coca Cola, and Levis are the ultimate
American brands

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For Reflection (6 of 8)
•Think of a commercial you have recently seen and explain
the object, sign, and interpretant

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But Ultimately, Brand Meanings Live in
Consumers’ Minds
•Customers are not just buying a product or service,
–They are buying a story
•This meaning-making may be more important to
consumers than color, packaging, or styling

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For Reflection (7 of 8)
•Give an example when you were affected by closure,
similarity, or the figure ground principle.

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For Reflection (8 of 8)
•How do your favorite brands position themselves in the
marketplace?
•Which possible positioning strategies seem to be most
effective?

39. © 2024 Pearson Education Ltd.
Chapter Summary
1.Explain how consumer behavior is often shaped by
sensory appeals that are often unnoticed.
2.Perception is a three-stage process that translates raw
stimuli into meaning
3.The field of semiotics helps us to understand how
marketers use symbols to create meaning.
4.Describe how consumers play an active role in shaping
brand meanings.

40. © 2024 Pearson Education Ltd.
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