Perception

Perception is probably one of the most tricky and interesting subjects in marketing-- Why? Because there is never really one straight answer. Traditionally, perception is defined as how our sensations (immediate responses to sensory receptors such as our eyes, ears, nose, mouth and skin) are processed, selected, organized and interpreted (Solomon, 2013). As stated, obviously everyone processes, organizes and interprets things such as advertisement and products differently than others. Often times, it is someone's perception that can be most influential when choosing certain products or tastes; for example, my earlier blog post about consumer loyalty mentioned the constant brand-battle of Coke vs. Pepsi. The Coke vs. Pepsi brands, along with many others that are often very similar in product offerings are chosen through each individual's perception of ‘what is better’. Sensation may determine which products are preferred, however, preferences help us organize, interpret and form associations with the brand.

Humans are similar to computers-- information is processed through many different codes/ components before being properly inputted and stored. However, unlike computers, individuals only interpret, input and store a fraction of the stimuli they are exposed to.

As a marketer, the main question regarding perception may be; how is it possible to get consumers attention and get their products/ services/ brands noticed or perceived in the way a company may want consumers to see it in? This type of challenge marketers go through is called sensory marketing. With this, companies pay extra attention to the impact of sensation on a products/services experience.

With the use of sensory marketing, marketers will use a consumers sense of sight (the visual element of advertising, store design and packaging). Personally, I notice this all the time.  Sometimes, if a product's packaging is captivating enough, I will be tempted to try it over my most favourite brands or products I am so loyal to. Companies and brands will often use colour as a way of differentiating their brands-- this is called trade-dress. The use of trade-dress is seen with the famous branded jewelry store Tiffany and their ‘aqua blue’ packaging that every female is drawn to!  

On the left is the famous 'Tiffany Blue Box' and on the right is my 'Kate Spade' box I got this summer with the purchase of a Kate Spade bracelet I received for my birthday. Observing the compared boxes I notice almost that same 'Tiffany Blue' used with the Kate Spade-- almost a stolen trade dress of Tiffany's with the added green bottom and brown bow for distinction between the brands. Everyone knows how Tiffany is seen as the 'luxury' brand of jewellery, with the association of Tiffany blue. My first thoughts on this comparison is that maybe Kate Spade wants it's consumers to perceive their brand similarly to Tiffany & Co in terms of luxury, which is why it chose a similar colour and style in their packaging to Tiffany? Could Kate Spade be the new up and coming luxury brand for jewellery, I mean, they already have a successful handbag line!

In addition to colour associations in packaging, marketers will often use sound as a way to influence someone's actions/perceptions etc. As a student being a 9 hour drive from home, I fly ALOT. With every flight I have been on, I have always noticed the change in tempo with music when you're boarding an airplane-- it’s always very fast and upbeat. I have also noticed that a lot with clothing stores, such as Forever 21, Sirens, Dynamite, etc (targeted towards the younger adults/students) will play younger, upbeat/club music in comparison to more classy stores targeted towards older and professional individuals such as Harry Rosen. Songs or certain jingles are often associated with many companies or brands, such as McDonalds ‘I’m Lovin it’.

Smell is another key sensory marketing technique often used. Personally, I am such a sucker when it comes to grocery stores having a display of freshly baked cookies or any kind of taste testers (I always end up buying the product after smelling the delicious displays). Another great marketing technique many homeowners use when having an open-house is baking a fresh batch of cookies and having them left on the kitchen counter or somewhere open in the house. 

This often brings that feeling and sense of ‘home’ to all visitors, making them feel attached and connected. It's interesting how the fresh smell of baking can almost close a deal for the sale of a house. Recently I was talking to my mom about this sensory marketing and the fresh baking open-house 'trick' and she told me she actually did that to sell our previous home years ago. She told me she received many compliments about how good the house smelt and how many felt the sense of home right away-- Interesting how sensory marketing can work !

Being interested in sensory marketing, I wanted to do some quick research to see what companies/stores use this technique. Doing this research, I came across some interesting finds….: The Holiday Inn hotel chains use different kinds of music to invite you to stay longer in rooms. These hotels use a rose scent smell for weddings and a leather-based scent for business meetings. ‘M&M World’ in London England uses a strong chocolate scent when you walk in the store. Many may think it’s the lovely aroma of chocolate in the store that smells like that, but if you notice, all the M&M’s are boxed. Another really interesting sensory marketing technique mentioned is how certain smells that can be associated with weight-loss. Apparently, tests have shown that surrounding yourself with the right weight-loss program that promotes scent works the best. Surrounding yourself with smells of fresh fruit or vegetables etc can create cravings for those particular items (a trigger to eat healthier).

Take a look at some of these 'famous' abstract/perceptual pictures-- what do you see?

For those fellow marketing junkies, check out this site that lists more weird/interesting sensory marketing tricks:
http://listverse.com/2013/03/13/10-weird-sensory-marketing-tricks-companies-use-on-us/
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Picture Sources:
Women Picture 1
http://smartdatacollective.com/mithunsridharan/184581/how-big-data-could-facilitate-selective-perception-marketing
People Picture 2
https://themusingsofabrusselsintern.wordpress.com/2014/12/01/perception/
Cookie Picture 3
http://lastmom.com/making-sweet-memories-kitchen-holiday-cookies/
Sold Sign Picture 4
http://www.decodir.com/how-to-get-your-house-sold/

Content Sources:

Solomon, M. R., Zaichkowsky, J. L. and Polegato, R. (2013) Consumer Behaviour: Buying, Having, and Being, Sixth Canadian Edition. Toronto: Prentice Hall Canada.
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