REVIEW

3-1: Define hedonic consumption and provide an example.

Hedonic consumption refers to the purchases made by a consumer for pleasure, enjoyment, or
emotional gratification rather than for functional or practical purposes.
In simpler words, it is buying and consuming products or services for the sole purpose of
experiencing enjoyment, pleasure or emotional satisfaction. It is often associated with luxury or
premium products that provide experiences beyond their basic functionality.
An example of hedonic consumption could be purchasing a high-end luxury car not because it
has better fuel efficiency or safety features than other cars but because of the status symbol and
the feeling of prestige it provides. Similarly, buying a designer handbag or a piece of jewelry just
for the sake of owning something luxurious and aesthetically pleasing is another example of
hedonic consumption.

3-2: How does the sense of touch influence consumers' reac-tions to products?
The sense of touch can have a significant impact on consumers' reactions to products. Research
has shown that the tactile experience of touching and holding a product can influence how the
consumer perceives its quality, value, and desirability.

When consumers are able to physically interact with a product through touch, it can create a
stronger emotional connection between the consumer and the product. For example, if a
consumer is shopping for a new phone, being able to feel the weight and texture of the device in
their hand can make them more likely to feel confident in their purchase decision.

Texture can also play an important role in influencing consumer reactions to products. A study by
the University of Michigan found that adding a rough texture to a product made consumers more
likely to perceive it as high-quality and expensive.

In addition, the sense of touch can also influence consumers' perceptions of a product's
functionality. For example, a product that is easy to grip and hold may be perceived as easier to
use than a product with a slippery or awkward surface.

Overall, the sense of touch can greatly impact the way consumers perceive and react to products.
Companies can leverage this by designing products with textures and features that are pleasing to
the sense of touch, and by creating opportunities for consumers to physically interact with
products before making a purchase decision.

3.3: Identify anIdentify and describe the three stages of perception.

Perception is the process by which individuals interpret and make sense of sensory information
from the world around them. The three stages of perception are:

Sensation: This is the first stage of perception in which sensory receptors, such as sight, sound,
smell, taste, and touch, receive and detect external stimuli from the environment. These stimuli
are then transmitted to the brain for processing.

Interpretation: In this stage, the brain processes the sensory information received during
sensation and interprets it based on prior knowledge, expectations, and context. This
interpretation is influenced by individual factors such as beliefs, attitudes, values, and past
experiences, and can vary greatly among different individuals.

Response: This is the final stage of perception, in which individuals respond to the interpreted
sensory information with an action or behavior. The response can be behavioral, emotional,
cognitive, or a combination of these, depending on the nature of the stimulus and the individual's
interpretation of it.

It is important to note that perception is a subjective process, influenced by a range of individual

and contextual factors. As such, two individuals may perceive the same stimulus in very different
ways, depending on their unique interpretations and responses to it.

Weber's Law has been applied to many areas of psychology, including perception, memory, and
decision-making. It provides a quantitative framework for understanding how humans perceive
and respond to changes in sensory stimuli, and its applications are widespread in fields such as
marketing, advertising, and product design.

3.4: Why is Weber's Law a challenge for green marketers?

Ironically, Weber's Law presents a barrier to green marketers who aim to reduce package sizes
when producing concentrated (and more earth-friendly) versions of their products. Laundry
detergent manufacturers must persuade their customers to pay the same price for almost half the
detergent. Furthermore, the size of detergent bottles is dropping dramatically due to demand
from large merchants such as Walmart that want to place more bottles on their shelves. Procter &
Gamble, Unilever, and Henkel all claim that their new concentrated detergents will allow users to
wash the same number of loads with half the amount of detergent. The modification of the bottle
cap is one perceptual technique they're using to try to persuade consumers of this: P&G and
Church & Dwight are both manufacturers. use a cap with a broader base and shorter sides to
persuade consumers that they need a smaller amount

3.5: Does subliminal perception work? Why or why not?

Some studies have shown that subliminal messages can influence behavior, emotions, and
attitudes. For example, research has suggested that subliminal messages can affect preferences
for certain products or influence decision-making. Other studies, however, have failed to find
any evidence of subliminal perception and suggest that any effects observed could be due to
other factors such as demand characteristics, participant expectations, or chance.

3.6: Compare and contrast perceptual vigilance and perceptual defense.

Perceptual vigilance and perceptual defense are two psychological concepts related to our
perception of stimuli in the environment. Here is a comparison between the two:

Perceptual Vigilance

Perceptual vigilance is the tendency to be more aware and attentive to stimuli that are personally
relevant or important to an individual. People who exhibit high levels of perceptual vigilance pay
closer attention and process information more deeply when they encounter stimuli that are
meaningful to them.
For example, if someone is very interested in cars, they may notice every detail about the cars
they see on the road, such as their make, model, and color, even if they are not consciously trying
to do so.

Perceptual Defense

Perceptual defense, on the other hand, is the tendency to screen out or diminish the impact of
stimuli that are threatening or anxiety-provoking. This can occur when an individual is exposed
to stimuli that conflict with their beliefs, values, or self-concept.

For example, if someone strongly believes that they are a good driver and they get into a car
accident, they may be less likely to remember details about the accident that would suggest they
were at fault. Their brain may unconsciously filter out this information as a way of protecting
their self-esteem.

Comparison

While both perceptual vigilance and perceptual defense are related to how we perceive and
process information in the environment, they differ in their underlying mechanisms. Perceptual
vigilance involves being more attentive to stimuli that are relevant or important to us, while
perceptual defense involves screening out or diminishing the impact of stimuli that are
threatening or anxiety-provoking.

Overall, these two processes highlight how our perception and interpretation of the world around
us can be influenced by our personal experiences, beliefs, and motivations.

3.7: “The whole is greater than the sum of its parts”. Explain this statement.
This statement, often attributed to the philosopher Aristotle, means that when individual parts are
combined together to form a whole, the resulting entity is greater in value, quality, and
complexity than the sum of its individual parts considered separately. In other words, the whole
has emergent properties that cannot be explained by analyzing its components alone. This
concept is commonly used in fields such as psychology, biology, and philosophy to describe
complex systems that exhibit behavior or characteristics beyond what can be predicted by simply
studying their individual components. It highlights the importance of context, relationships, and
interaction between elements in understanding complex phenomena.

3.8: How do you identify a product’s object, sign (or symbol), and interpretant?
Identify the Object: The object is what the product represents or what it is designed to do. To
identify the object of a product, ask yourself, "What is the purpose of this product?"

Identify the Sign or Symbol: A sign or symbol is something that represents or stands for the
object.

Identify the Interpretant: The interpretant is the meaning that the sign or symbol conveys to the
consumer. To identify the interpretant, ask yourself, "What does the sign or symbol mean to the
consumer?"

-> Overall, understanding the object, sign (or symbol), and interpretant of a product can help
companies better market their products and connect with their target audience.

3.9: What do we mean by the concept of augmented real-ity? Give an example that is not
discussed in the chapter. How does this concept differ from virtual reality?
The concept of augmented reality (AR) refers to the integration of digital information or virtual
objects into the real world environment. This is achieved by using a camera and/or sensors on a
device such as a smartphone or tablet to overlay computer-generated images onto physical
objects.

An example of AR that is not discussed in the chapter could be an application that uses AR to
help people with visual impairments navigate their surroundings.

AR differs from virtual reality (VR) in that VR creates a completely artificial, computer-
generated environment for the user to interact with. In contrast, AR overlays digital information
onto the real world, enhancing the user's perception of their environment rather than replacing it
entirely. Another key difference is that VR typically requires specialized equipment such as a
headset or goggles, while AR can be experienced through more widely available devices such as
smartphones or tablets.

3.10: How does semiotics help marketers understand con-sumer behavior?

By analyzing the signs and symbols used in advertising, packaging design, and other marketing
materials, semiotics can reveal the underlying meanings and associations that consumers make
with certain products or brands.

Semiotics can also help marketers identify cultural and social trends that shape consumer
behavior. By studying how different groups interpret and respond to signs and symbols,
marketers can develop more effective strategies for reaching their target audience.

Overall, semiotics can help marketers gain a deeper understanding of how consumers perceive
and respond to marketing messages, allowing them to develop more effective campaigns that
resonate with their target audience.

DISCUSS
3.11: Subliminal advertising is not illegal in the United States, but it is in the United
Kingdom and Australia. Should it be made illegal globally considering there is no proof it
actually works?
The legality of subliminal advertising varies by country and region. Some countries have laws
banning subliminal advertising, like the UK and Australia, so it’s illegal in these places. There is
no clear evidence to prove the effectiveness of subliminal advertising, and experts are still
debating whether it actually works. Therefore, considering the legality of subconscious
advertising globally depends on the views of each country and the scientific community.
3.12: The slogan for the movie Godzilla was “Size doesn’t matter”. Should this be the
slogan for the United States as well? The standard for TV sets used to be 19 inches; now
it’s 32 inches and growing. Hulking sport utility vehicles (SUVs) have replaced tiny sports
cars as the status vehi-cle of the the new millennium. What’s up with our fascina-tion with
bigness? Is this a uniquely U.S. preference? Do you believe that “bigger is better”? Is this a
sound mar-keting strategy?
The tagline “Size doesn’t matter” may be appropriate for a Godzilla movie, but not always for
the United States. The increase in the size of consumer prroducts such as drinking water, food
and TV has raised many public health concerns. Larger products not only contain more calories,
but also lead to many health problems such as obesity, diabetes, and cardiovascular disease.

The production of larger products is driven by market demand, but we need to consider their
impact on human health. Instead of encouraging greater consumption of products, we should
look for solutions to ensure everyone’s health and well-being.

So we shouldn’t apply the slogan “Size doesn’t matter” to the United States but instead should
focus on health and avoid overconnsumption.

3.13: Augmented reality applications may reach the level of sophistication where we
observe almost everything through the screen of our smartphones to receive an “enhanced”
experience. Do you review this as a positive development or a problem?
Augmented reality applications have the potential to revolutionize various industries, but may
also bring issues of over-reliance on screens and loss of touch with physical reality. There are
also concerns about privacy and security when using AR technology is used in a responsible and
mindful manner. In conclusion, this idea can be viewed as both a development and a problem.

3.14: Analysts believe that augmented reality (AR) apps will be worth $5.2 billion
(approximately) by 2017. However, AR will not be available to everyone. Is your country’s
infrastructure ready for this next leap in technology?
While analysts predict significant growth AR market, infrastructure limitations may limit its
accessibility to some regions of our country. Governments and private organizations need to
invest in developing the necessary infrastructure and technology to make AR more widely
available, while also ensuring that adequate regulations are in place to protect users’ privacy and
security.

3.15: Identify a locally produced brand that has retained its normal packaging size despite
having less contents. Did the manufacturer make this change clear?
In many countries, manufacturers are required to comply with regulations regarding product
information, including the size and composition of the product on the packaging. If the
manufacturer has changed the size or composition of the product, it is obligated to provide
information about this change to the customer.

However, if the manufacturer does not provide complete information about the product, this may
be considered fradulent or fradulent practice and they may be held liable under the law.
Therefore, this information is very important for consumers to make purchasing decisions as per
their expectations.
CASE STUDY
3-1: Based on your understanding of the perceptual pro-cess, discuss how Lush uses
sensory marketing for its products and encourages its customers to process information.
The theory goes that smell is the most dominant when it comes to influencing our purchasing
decisions. Sensory branding is a type of marketing that uses the senses to connect with customers
on an emotional level. Scent taps into consumer memory, associating positive feelings with their
product or service and influence their behavior based on how your brand and tactics make them
feel. Sensory marketing is simply the process of winning a customer's trust.

3-2: Are the decisions of Lush’s consumers driven by a ra-tional consumption appeal that
uses the messages of ethical, organic, fresh, and healthy products, or is it influenced by the
hedonic consumption and the plea-surable multi-sensory experience they encounter in the
stores?
People who care to use products which are not harmful to environment and also choose carefully
the products that are not going to harm their skin or bodies which will make them buy any cost to
experience these good pleasurable feelings associating buying Lush Products. The company
appeals to all five senses by using natural scents, bright colors, personalized attention, and
background music.
Lush also encourages customers to process information about their products through interactive
displays, sample stations, and social media engagement. These efforts result in a unique
shopping experience that promotes customer.