Sensory Stimuli Sensory Receptors
Exposure Attention Interpretation
Hedonic Consumption :The multisensory,
fantasy, and emotional aspects of consumers’
interactions with products.
Sensory Marketing : Emphasizes impact of
sensations on product experiences.
THE FIVE SENSES THE FIVE SENSES
Sense organs in the muscles and joints tell about position of limbs and
state of tension in the muscles.
Vestibular (spatial) sense informs us about movement and stationery
the key sense to maintain balance.
1. Hue (Color)
1. Hue (Color)
sensation in Vision.
Wavelength of light
The color wheel. Any two colors
that are opposite to each other
are complementaries; this means
that combining them produces
gray or white. Thus, when red is
mixed with its opposite we see a
grayish-white color. The number
on the spokes of the wheel are
wavelengths measured in
nanometers. Spectral colors are
shown in their natural order, but
not at uniform intervals by
wavelengths because of space
limitations. The nonspectral reds
and purples are also shown
Mixing blue, green, red •
possible to make every color
in the spectrum
After image of visual perception
Visual impression that persists after removal of the stimulus that
originally caused it.
The phenomenon of
after-images can be
demonstrated with this
reverse American flag.
Rest your eyes for a few
minutes and then stare
intently at the lower
right-hand star in transfer
your gaze to a white
surface, such as a blank
sheet of paper. You should
see an American flag in its
correct colors –
instead of yellow, red
instead of green, and
white instead of black.
Totally color blind. The world is seen in shades of grey, like in black
and white TV.
Red-green blind. They cannot see the colors red and green.
Normal color vision
Intensity of light stimulus is major determinant of
Patterns of energy projected on the eye.
Some parts are darker some are lighter makes the shape in the
Perception is to translate raw sensory information into meaningful
When sensory information is incomplete, we tend to create a complete
perception by supplying the missing details.
incomplete, we tend to
create a complete
perception by supplying
the missing details. In
this figure, we fill in the
lines that let us perceive
a white triangle in the
center of the pattern
that the black blotches
in this figure represent a
person riding a horse
changes our perception
To study perception in terms of total/whole, form or pattern perception.
The brain creates a coherent perceptual experience that is more than simply
the sum of the available sensory information.
Gestalt Psychology studies
Figure : object perceived to stand apart from the background.
Ground : Background against which the figures appear.
One important part of the perceptual process is to distinguish
figures from the ground.
2. Perceptual Constancy
Tendency to perceive objects as stable and unchanging despite changes in
Once we have formed a stable perception of an object, we can recognize it
from almost any position, at almost any distance, under almost any
A white house is perceived as a white house by day or by night. From any
angle, we perceive it as the same house.
Gestalt principles of perceptual organization.
Experience leads you to use certain perceptual cues to
recognize facial expressions, and the upside-down picture
looks normal. Those same cues cause the rightside-up
picture to look grossly distorted.
Examples of shape constancy. Even through the image
of the door on the retina changes greatly as the door
opens, we still perceive the door as being rectangular.
OBSERVER CHARACTERISTICS OBSERVER CHARACTERISTICS
Perceptual experiences depend on past experience and learning, and other
People who are hungry tend to see food
People who are in love tend to see romance
2. Expectation :
Preconceptions about what we are supposed to perceive can also
3. Cognitive style
General methods of processing sense stimulation.
Field dependent approach :
Perceives as whole
Car : body, model, color.
Field independent approach
Perceives elements of the whole.
Car : front shape, bumper shape,tyres
4. Cultural Background
Style of language
Style of behavior
ESP –EXTRA SENSORY PERCEPTION ESP –EXTRA SENSORY PERCEPTION
Awareness of unknown objects or events.
Knowledge of someone else’s
thoughts or feelings.
Foreknowledge of future events.
1. Give an example of an ad which plays on the
2. Given an example of an ad which plays on
the audio perception.