Consumer Behavior Notes
* Week 2 Session Readings (Perceptions, Learning and Memory)
Required Readings:
1. Retail Store design manipulations:
Marketers Track Retinas to Find What Draws Consumers - WSJ.com * What consumer sdo and what they say they do it completely different. * The use of computer simulations and eye-retinas to better understand what attracts consumers, rather than focus groups and in-dept interviews as consumers will always try to please their testers and overestimate their interests of the products.
2. Another retail store market research:
How retailers study and test us to maximize profit – USATODAY.com * “Knowing too much”
3. Relationship between atmospherics and product price perception:
STUDY: When Consumers Are Relaxed, They Value Products 10% More - Business Insider http://www.neurosciencemarketing.com/blog/articles/scent-increases-product-recall.htm * Relaxeed consumers value a product based on benefits, whereas less-relaxed consumers value a product based on the product’s physical features and advantages.
4. Scent perceptions in different cultures:
Scent Marketing Digest » Scent in Global Cultures
5. Meaning of color worldwide: http://universalfacts.blogspot.com/2005/12/meaning-of-colors-color-symbolism.html. * Three categories of colors: neutral (black, white, gray, beige, brown); warm (red, orange, yellow, yellow-green, purple); cool (blue, violet, turquoise, sea-green, green) 6. New packaging design from Heinz ketchup:
Putting the Squeeze on Consumer Choice | Knowledge@Wharton Today * Dip & Squeeze new package.
7. Neuromarketing example:
Futurity.org – Technology ‘reads mind’ to make movies * Recording how the human brain remembers rough visuals of movie clips. 8. Coulter, Robin A., Gerald Zaltman, and Keith S. Coulter. "Interpreting Consumer Perceptions of Advertising: An Application of
Required Readings:
1. Retail Store design manipulations:
Marketers Track Retinas to Find What Draws Consumers - WSJ.com * What consumer sdo and what they say they do it completely different. * The use of computer simulations and eye-retinas to better understand what attracts consumers, rather than focus groups and in-dept interviews as consumers will always try to please their testers and overestimate their interests of the products.
2. Another retail store market research:
How retailers study and test us to maximize profit – USATODAY.com * “Knowing too much”
3. Relationship between atmospherics and product price perception:
STUDY: When Consumers Are Relaxed, They Value Products 10% More - Business Insider http://www.neurosciencemarketing.com/blog/articles/scent-increases-product-recall.htm * Relaxeed consumers value a product based on benefits, whereas less-relaxed consumers value a product based on the product’s physical features and advantages.
4. Scent perceptions in different cultures:
Scent Marketing Digest » Scent in Global Cultures
5. Meaning of color worldwide: http://universalfacts.blogspot.com/2005/12/meaning-of-colors-color-symbolism.html. * Three categories of colors: neutral (black, white, gray, beige, brown); warm (red, orange, yellow, yellow-green, purple); cool (blue, violet, turquoise, sea-green, green) 6. New packaging design from Heinz ketchup:
Putting the Squeeze on Consumer Choice | Knowledge@Wharton Today * Dip & Squeeze new package.
7. Neuromarketing example:
Futurity.org – Technology ‘reads mind’ to make movies * Recording how the human brain remembers rough visuals of movie clips. 8. Coulter, Robin A., Gerald Zaltman, and Keith S. Coulter. "Interpreting Consumer Perceptions of Advertising: An Application of