Perception

10/10/2008
"Perception is the process of sensing, selecting and interpretationg consumer stimuli in an external world" Wilkie (1994)
What makes us buy a product?
All our five senses:taste, touch, sight, smell, and sound add to why we buy different products.
An advertising company will carefully choose what music they have as their backing track on a TV ad, and what colours they use on print in magazines.
They want you to remember what that ad was for, so you then think about whether you want it, or if you can afford it.
http://tutor2u.net/business/marketing/buying_stimulus_model.asp
There are many different factor which contribute to how and why you buy a certain product, these include: cultural, social, personal and psychological. After these after established the buyer will then go through a process from seeing an ad to buying the product.
This is called the Buyer Decision Process

1. Need Recognition
2. Search for Information
3. Evaluate Alternatives
4. Purchase Decision
5. Postpurchase Behaviour

In todays lecture we participated in experiments which incorporated different senses, to see how different social backgrounds, gender or age can change how different products are put across within advertising.