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B206 Week 9 Consumer Perception - Coggle Diagram
B206 Week 9 Consumer Perception
consumer perception
how things work
sensory info
sight/smell/taste
sensation
perpetual process (Solomon)
1-sensory
stimuli-senses
sight
Arnould says vision is dominant sense
dirty restaurant
expectation?
body language
presentation important
Sounds
music
Smells
emotions and memories
scent good or bad?
scent good= take away from negative points
scent and music? increased pleasure
taste
textures
sand
2- Attention
changes in stimuli attracting attention
threshold-how much we can consume
noticing a difference
reducing size of product instead of increasing price
less noticable diff
subliminal advertising
below sensory threshold
nudges
to healthy eating
to sustainablility
non-verbal imagery
connect with mind to purchasing power
"music and smells in a store add to the atmosphere, and that atmosphere can encourage us to buy" link to purchasing
Consumer neuroscience
Webers law- "noticeable impression, the relative size of a change is what counts rather than the amount of change itself."
3- Interpretation/meaning
learn associations
Schemas-
beliefs or assumptions/feeling to things
scripts - sequence of actions
order food at counter - wait - eat
gestalt theory
experience as a whole
Ziergarnik effect
incomplete task more memorable
Outcome -response
perpetual map-mental map of brand