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Perception

Perception. Consumer Behavior Perception Taylor De Bay & Tresa Palmer. Perception.

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Perception

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  1. Perception Consumer Behavior Perception Taylor De Bay & Tresa Palmer

  2. Perception The process by which people select, organize, and interpret basic stimuli such as light, color, sound, odor, and texture. The study of perception, then, focuses on what we add to these raw sensations in order to give them meaning.

  3. Harnessing perception -VISION: Marketers heavily rely on visual elements to communicate their meanings through color, size, and styling. -SMELL: Smells can stir emotions, create calming feels, invoke memories, or relieve stress. -HEARING: Many aspects of sound (at least the ones we can hear) affect peoples feelings and behaviors. -TOUCH: Sensations that reach the skin whether from a luxurious message, or the bite of a winter wind, can stimulate or relax us, and even influence sales interactions. -TASTE: Our taste receptors contribute to our experience of many products, and changes in our culture also may determine the taste we find desirable.

  4. Discussion Question

  5. Samsung Galaxy S2 • http://www.youtube.com/watch?v=d0pgO3uffvk

  6. “iPhone scores drop as Samsung Galaxy ads mock Apple fanboys” • Samsung’s marketing ads began to air on November 22 and December 1st • Since the ad was aired,I phone’s consumer perception declined from 33 to 25 • While Samsung’s consumer perception has increased from 19 before airing the ad, to 26 after the ad was aired. • This data is according to YouGovBrand Index’s Buzz score which rates consumer perception of products. • This shows the effect that consumer perceptions have on the success or failure of marketing your product.

  7. Gwyneth Paltrowand Guinness Beer http://www.youtube.com/watch?v=vZkDl4peBTU

  8. PORSCHE LAUNCHES INTEGRATED CAMPAIGN TO SHIFT CONSUMER PERCEPTION http://www.porscheeveryday.com/ -Porsche is changing consumer perceptions about its products due to consumers viewing their cars as impractical purchases for everyday use. -All campaign elements direct consumers to a dedicated website featuring company- and consumer-generated content, including videos, photos and testimonials from customers about the everyday use of their cars

  9. FINAL DISCUSSION QUESTION How often do you think your perceptions guide the decisions that you make as a consumer? And to what extent?

  10. WORKS CITED • http://www.adweek.com/news/advertising-branding/retailers-pitch-value-holiday-shoppers-108113 • http://today.yougov.com/news/2011/12/14/iphone-scores-drop-samsung-galaxy-ads-mock-apple-f/ • http://www.dmnews.com/porsche-launches-integrated-campaign-to-shift-consumer-perception/article/199269/

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