Topic 4. Perception
In this section, we will learn about perception and how marketers use sensory marketing and the perceptual process to position brands in the marketplace.
Upon completing this section, students should:
- Explain the role of sensory stimuli and sensory receptors.
- Distinguish between “sensation” and “perception.”
- Identify and explain the key elements in the perceptual process.
- Describe how marketers develop positioning strategies.
A term used to describe the process we undergo when we organize and interpret the sensations we experience. Perception gives us the ability to interpret meaning of what our sensory receptors are experiencing.
Sensory marketing involves engaging consumers with one or more of their senses (see, touch, taste, smell, hear) with the intention to capture their attention and store the sensory information for future processing.
A process that begins when our sensory receptors (eyes, ears, tongue, nose, and skin) come in contact with sensory stimuli (sight, sounds, tastes, odours, and textiles) followed by the degree to which we pay attention to these stimuli and the meaning we draw from them (interpretation).
A strategy developed by marketers to help influence how their target market (consumers) perceives a brand compared to the competition.
