Session 9: Sensory Cues on Consumer Perception

Question 1

Color

Answer 1

Interesting, attractive, attention-grabbing, memorable

Question 2

Black and white

Answer 2

• Promotes higher-level thinking and an abstract mindset, helping consumers see the meaning behind the ad
• Increases the perceived importance of the primary vs secondary features of the product

Question 3

High Dynamic vs Low Dynamic Signs

Answer 3

1. Time to first fixation for each scene is lower
2. Attention vigilance for each scene is higher
3. Reaction time is faster - Less tiem

Question 4

Adidas

Answer 4

Each sub-brand may have its own logo that varies in dynamism (to be perceived differently)

Question 5

Circle

Answer 5

Sweeter

Question 6

Triangle

Answer 6

Saltier/ Acidic

Question 7

Wine bottle with Triangle vs Circle Logo

Answer 7

• Triangle perceived as more acidic

- Circle perceived as more basic

Question 8

Sound and Taste

Answer 8

A Chip tastes fresher when its crunch is louder

Question 9

Coca cola

Answer 9

Color and Taste

- The power of a package’s color in altering the taste of the content

Question 10

Embodied Cognition

Answer 10

Higher cognitive processes are grounded in bodily experience and in the neural systems that govern the body.

Question 11

Heaviness and Decision Making

Answer 11

Holding heavy objects (e.g., clipboard) and our perception of the heaviness of the issues (serious, pressing issues)

Question 12

Cold Grocery Stores!?!

Answer 12

If the frozen section is close to the entrance (cold!) or just the entire store is cold, people will have a restrictive mindset, would not explore a lot, be less impulsive!, be less riskier (so more price sensitive….)

Question 13

Metal Business Card and Power

Answer 13

Hard objects are associated with rigidity and stability. Metal credit card may evokes the notion of rigidity, strength, stability, and power.