Consumer Behaviour & Applied Market Research at International School Of Management | Flashcards & Summaries

Lernmaterialien für Consumer Behaviour & Applied Market Research an der International School of Management

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Perception (Wahrnehmung)
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  • perception is the process by which sensory stimuli are selected, organised and interpreted

  • perception is subjective and selective and the keystone of building knowledge

  • each sense is feeding information to the brain constantly

  • our senses have the ability to convert real-world information into electrical information that can be processed by the brain and being subjectively interpreted

  • to avoid information overload, the brain therefore selects from the surroundings and cuts out anything that seems or is irrelevant in a given situation
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Sensory marketing
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  • sensory marketing „engages the consumer’s senses and affects their perception, judgment and behaviour“

  • sensory marketing can be used to create subconscious triggers that characterise consumer perceptions of abstract notions of the product
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Sensory marketing: vision
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  • marketers rely on visual elements in advertisement, store design and packaging 

  • about 80% of our perception/learning is visual

  • marketers communicate on the visual channel through a product’s colour, size and styling 

  • colours can create feelings of arousal, stimulation, relaxation and can also influence expectations and even emotions
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Sensory marketing: sound
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  • sonic (or audio) branding refers to the sounds or songs associated with a brand, product or service

  • music and other sounds affect people‘s feelings and behaviour
        - especially music is used in more than 90% of all advertisements and has a direct effect on our mood

  • sonic brands are becoming increasingly important
         - a brand should create a sound DNA, the development of specific sound elements
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Relevance of music in branding
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  • music preferences shape an individual personality

  • “intellectual“ music genres, such as classical music, orchestral music or opera, mostly appeal to higher social classes with high educational background

  • “non-intellectual“ music genres like country, gospel and rap appeal to individuals from the working class with lower educational background

  • music plays an important role in branding in combination with other supplementary aspects of store design such as scents, interior and decor 

  • music is considered as the most effective tool in creating a positive emotional state
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TESTE DEIN WISSEN
Sensory marketing: touch 
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TESTE DEIN WISSEN
  • our need to touch is critical to our ability to make judgemental calls

  • endowment effect occurs when people overvalue something that they own, regardless of its objective market value

Relevance in marketing
 1. Free sampling or free trials
    - customers will be endowed with the overall product and will have more difficulties to give it up when the time comes 

2. Samples for touching
    - studies have shown that the more tactile the experience of a product is, the higher is the purchase behaviour

3. Haptic imaginary   
     - in eCommerce, this works through language
     - haptic imaginary or imagining touching an object can have the same effect on perceived ownership as a physical touch
Lösung ausblenden
TESTE DEIN WISSEN
Sensory marketing: smell
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TESTE DEIN WISSEN
  • scent marketing is the practice of using a pleasant aroma to enhance a company’s brand image, improve customer experience and increase sales

  • smell is the strongest of our senses 

  • it is directly linked to the parts of the brain that control memory and emotion
Lösung ausblenden
TESTE DEIN WISSEN
Marketing affects of scents
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TESTE DEIN WISSEN
 1. Aroma billboard
  • the noticeable brand scent is the same at every location and acts as a sort of „billboard“

2. Thematic
  • more subtle than an aroma billboard smell and often more generic

3. Ambient smells
  • these are subtle smells sometimes used to cover up a bad smell or fill a void

4. Signature smell
  • many retail establishments or designer storefronts will use a signature scent at all of their locations
  • up to 80% purchase increase when major retailers used scent marketing in their stores
Lösung ausblenden
TESTE DEIN WISSEN
Sensory marketing: taste
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TESTE DEIN WISSEN
  • the tongue detects six different taste sensations: Sweet, salty, sour, bitter, piquancy (spicy), and umami (savoury)

  • sampling is one of the best ways to sell food and beverage products as it allows consumers to taste

  • taste is closely linked with the smell sense and can be affected by other senses
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TESTE DEIN WISSEN
The mere-exposure effect
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TESTE DEIN WISSEN
  • the mere-exposure effect describes our tendency to develop preferences for things because we are familiar with them
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TESTE DEIN WISSEN
Techniques to increase the chance of attention
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TESTE DEIN WISSEN
 1. Emotional stimuli 
  • variables, which cause positive emotions
         - due to inherent stimulus-response patterns
         - due to learned (conditioned) cues
         - due to personal experiences

2. Cognitive surprising stimuli
  • cues that attract attention due to its variety, novelty or surprising potential
        - they can be used in advertisement or at the point of sales, using human like display dummies or surprising scenery
        - there is a certain risk of consumer protests if norm are ignored or taboos are broken
        - some ads might even not be understood

3. Physically intense stimuli
  • salient cues that cause reflexive reactions due to its volume, brightness, colours etc.
 

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TESTE DEIN WISSEN
Consumer behaviour 
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TESTE DEIN WISSEN
  • is the ”study of processes involved when individuals or groups select, purchase, use products, services, ideas or experiences to satisfy needs and desires
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  • 19084 Karteikarten
  • 375 Studierende
  • 6 Lernmaterialien

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Q:
Perception (Wahrnehmung)
A:
  • perception is the process by which sensory stimuli are selected, organised and interpreted

  • perception is subjective and selective and the keystone of building knowledge

  • each sense is feeding information to the brain constantly

  • our senses have the ability to convert real-world information into electrical information that can be processed by the brain and being subjectively interpreted

  • to avoid information overload, the brain therefore selects from the surroundings and cuts out anything that seems or is irrelevant in a given situation
Q:
Sensory marketing
A:
  • sensory marketing „engages the consumer’s senses and affects their perception, judgment and behaviour“

  • sensory marketing can be used to create subconscious triggers that characterise consumer perceptions of abstract notions of the product
Q:
Sensory marketing: vision
A:
  • marketers rely on visual elements in advertisement, store design and packaging 

  • about 80% of our perception/learning is visual

  • marketers communicate on the visual channel through a product’s colour, size and styling 

  • colours can create feelings of arousal, stimulation, relaxation and can also influence expectations and even emotions
Q:
Sensory marketing: sound
A:

  • sonic (or audio) branding refers to the sounds or songs associated with a brand, product or service

  • music and other sounds affect people‘s feelings and behaviour
        - especially music is used in more than 90% of all advertisements and has a direct effect on our mood

  • sonic brands are becoming increasingly important
         - a brand should create a sound DNA, the development of specific sound elements
Q:
Relevance of music in branding
A:
  • music preferences shape an individual personality

  • “intellectual“ music genres, such as classical music, orchestral music or opera, mostly appeal to higher social classes with high educational background

  • “non-intellectual“ music genres like country, gospel and rap appeal to individuals from the working class with lower educational background

  • music plays an important role in branding in combination with other supplementary aspects of store design such as scents, interior and decor 

  • music is considered as the most effective tool in creating a positive emotional state
Mehr Karteikarten anzeigen
Q:
Sensory marketing: touch 
A:
  • our need to touch is critical to our ability to make judgemental calls

  • endowment effect occurs when people overvalue something that they own, regardless of its objective market value

Relevance in marketing
 1. Free sampling or free trials
    - customers will be endowed with the overall product and will have more difficulties to give it up when the time comes 

2. Samples for touching
    - studies have shown that the more tactile the experience of a product is, the higher is the purchase behaviour

3. Haptic imaginary   
     - in eCommerce, this works through language
     - haptic imaginary or imagining touching an object can have the same effect on perceived ownership as a physical touch
Q:
Sensory marketing: smell
A:
  • scent marketing is the practice of using a pleasant aroma to enhance a company’s brand image, improve customer experience and increase sales

  • smell is the strongest of our senses 

  • it is directly linked to the parts of the brain that control memory and emotion
Q:
Marketing affects of scents
A:
 1. Aroma billboard
  • the noticeable brand scent is the same at every location and acts as a sort of „billboard“

2. Thematic
  • more subtle than an aroma billboard smell and often more generic

3. Ambient smells
  • these are subtle smells sometimes used to cover up a bad smell or fill a void

4. Signature smell
  • many retail establishments or designer storefronts will use a signature scent at all of their locations
  • up to 80% purchase increase when major retailers used scent marketing in their stores
Q:
Sensory marketing: taste
A:
  • the tongue detects six different taste sensations: Sweet, salty, sour, bitter, piquancy (spicy), and umami (savoury)

  • sampling is one of the best ways to sell food and beverage products as it allows consumers to taste

  • taste is closely linked with the smell sense and can be affected by other senses
Q:
The mere-exposure effect
A:
  • the mere-exposure effect describes our tendency to develop preferences for things because we are familiar with them
Q:
Techniques to increase the chance of attention
A:
 1. Emotional stimuli 
  • variables, which cause positive emotions
         - due to inherent stimulus-response patterns
         - due to learned (conditioned) cues
         - due to personal experiences

2. Cognitive surprising stimuli
  • cues that attract attention due to its variety, novelty or surprising potential
        - they can be used in advertisement or at the point of sales, using human like display dummies or surprising scenery
        - there is a certain risk of consumer protests if norm are ignored or taboos are broken
        - some ads might even not be understood

3. Physically intense stimuli
  • salient cues that cause reflexive reactions due to its volume, brightness, colours etc.
 

Q:
Consumer behaviour 
A:
  • is the ”study of processes involved when individuals or groups select, purchase, use products, services, ideas or experiences to satisfy needs and desires
Consumer Behaviour & Applied Market Research

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