Description of consumer behavior buying having and being 13th edition pdf
USC MKT 525: D. MADAME TUESDAY 6:00 10:00 P.M. SUMMER 2012 JP 202 UNIVERSITY OF SOUTHERN CALIFORNIA MARSHALL SCHOOL OF BUSINESS MKT 525 CONSUMER BEHAVIOR SUMMER 2012 TUESDAY: 6:00 10:00 P.M. LOCATION:
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Solomon's Consumer Behavior Nancy Sutherland, MBA Lecture Five/Chapter Five. Welcome Students, I am Nancy Sutherland. I am eager to begin the discussion of Chapter 5 entitled Perception. Chapter 5 has six Learning Objectives. They are as follows: * The design of a product today is a key driver of its success or failure. * Products and commercial messages often appeal to our senses, but we won't be influenced by most of them. * Perception is a three-stage process that translates raw stimuli into meaning. Further objectives continued are: * 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. Learning Objective One states the design of a product is now a key driver of its success or failure. Therefore, hedonic consumption includes how consumers interact with the emotional aspects of products. In other words, products are rarely strictly functional. Consumers may want hedonic value too. Target is a company that has embraced this insight. Target focuses on products with great design as well as functionality. The Coca-Cola bottle also illustrates an example of how design can facilitate product success. Our senses play quite a role in the decisions marketers make. For instance, marketers rely heavily on visual elements in advertising, store design, and packaging. They communicate meanings on the visual channel through a product's color, size, and styling. An interest in scent has spawned new products. Some brands utilize scent easily. For instance, Starbucks requires baristas to grind a batch of coffee each time they brew a pot instead of just once each morning to ensure customers have that intense smell during their Starbucks experience. Stores and restaurants often play certain kinds of music to create a certain mood. Recent research found that participants who simply touch an item for 30 seconds or less had a greater level of attachment with the product. This connection in turn boosted what they were willing to pay for it. A food item's image and the values we attach to it influence how we experience the actual taste. These aspects can be called a brand's sensory system. Marketers rely heavily on visual elements in advertising, store design, and packaging. Many of our reactions to color come from learned associations. These are cultural connotations such as the color black for mourning. But other reactions are biological. Women tend to be drawn to brighter colors, for instance. Because colors are so powerful, they are an important concern in packaging design. Ultimately they can become a part of a company's trade dress. Marketers are seeking ways to exploit the power of scent. You may notice products with scent such as aircraft cabins. A consistent scent could ultimately register with consumers as a brand's sensory...
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