Lecture 3 Part 2: Perception

Question 1

Definition of perception according to Blythe (2013) ?

Answer 1

Our whole experience of the world happens inside our heads, filtered by our sense and moderated by our previous experiences

Question 2

How is sight used to affect perception in a marketing context?

Answer 2

-Design, packaging and logo

-Colour light and theme,

• Graphic, exterior and interior.

Smell: Product congru

Question 3

How is sound used to affect perception in a marketing context?

Answer 3

• Jingle, voice and music,
• Atmosphere, attentiveness and theme
• Signature sound and sound brand

Question 4

How is smell used to affect perception in a marketing context?

Answer 4

• Product congruence, intensity and sex
• Atmosphere, advertency and theme
• Scent brand and signature scent

Question 5

How is touch used to affect perception in a marketing context?

Answer 5

Material and surface

Temperature and weight

Form and steadiness

Question 6

How is taste used to affect perception in a marketing context?

Answer 6

• Name, presentation and environment
• Knowledge, lifestyle and delight

Question 7

Why is it important to do Sampling in sensory marketing?

Answer 7

Sampling reduces perceived risk and changes consumer perceptions about a product.

Contribute to consumer value

• Enhance consumer experiences
• Positively affects brand image
• Marketers can encourage trial
• Potentially convert samplers into regular customers, thereby increasing sales and fostering brand loyalty

Question 8

What are the main reasons why it is key to avoid sensory overload?

Answer 8

1. **Consumer Comfort
2. **Brand Perception
3. **Decision Fatigue
4. **Reduced Effectiveness
5. **Cognitive Strain
6. **Attention Span
7. **Customer Retention

Question 9

What does Sensory Marketing mean in the online environment?

Answer 9

In the online environment, sensory marketing involves creating experiences that engage the senses even though there is no physical interaction with the product

Overall, sensory marketing in the online environment seeks to engage consumers’ senses through digital means, creating memorable and engaging experiences that can influence perception, judgment, and behaviour.

Question 10

Describe online sensory marketing strategies?

Answer 10

Online sensory marketing strategies focus on visual and auditory elements to create a multisensory experience that can simulate the in-person experience to some extent.

Question 11

Example of an effective online sensory marketing strategy

Answer 11

High-quality images and videos can provide a visual representation of a product, allowing consumers to imagine how it might feel or look in real life.

Detailed product descriptions can evoke the sense of taste or smell by using descriptive language that stimulates the imagination.

Additionally, background music or sound effects can be used to create an auditory atmosphere that complements the visual experience.

Question 12

What is perceived quality?

Answer 12

• The consumers evaluative judgement about an entity’s overall excellence or superiority in providing desired benefits

Question 13

What is Predictive Value?

Answer 13

• The degree to which consumers associate a given cue with product quality the confidence value of a cue, and the degree to which consumers have confidence in their ability to use and judge the cue accordingly.

Question 14

Examples of some extrinsic cues?

Answer 14

Price

Brand name

Packaging

Store name

Question 15

Examples of some intrinsic cues?

Answer 15

Taste

Texture

Aroma

Question 16

What are the marketing implications of extrinsic and intrinsic cues?

Answer 16

• Consumers are more likely to use extrinsic cues for companies’ products
• Consumers’ experiences will determine which cues they will use
• The way cues are encoded can influence product evaluations
• Certain cues may not be encodable in a meaningful way to the consumer
• Available extrinsic cues may lead the consumer to develop additional inferential beliefs.