Perceptual & Sensory marketing

The definition of "Perceptual" is relating to the ​ability to ​notice something or come to an ​opinion about something using ​your ​senses. However, in this article it is more than this. It also useful into market with sensory marketing and perceptual mapping.

How sensory marketing and perceptual mapping can be use into market?
Marketers and organizers create different attractions from different sensory directly or indirectly, if they want to get consumers' attention.

There are 2 ways to get it: personal selection and stimulus selection. For the personal one, marketers can focus on: Experience / Perceptual filters and Adaptation.
- Experience :attention+exposure ≈ might change  human behavior , but sometime human brain will ignore the thing that they know which decrease or cannot charge human behavior.
-  Perceptual filters : Some kind of  people have the concept or position about the thing that they know such as vegetarians cannot eat meant. However, it does not mean that it cannot be change. Use different part of ways to consider and notice people to something and find a way to change it.
- Adaptation : it means consider and create the new thing. People like the new thing which can impressed them.

On the other hand, Stimulus selection should think about it BEFORE design the event which including Contrast / Size / Color / Position / Novelty.

The event not only provides or designs the activities/ services / products, it creates the experiences to the consumers at too. Event manager can based on 5 human senses : vision / taste / smell / touch / hearing to set up various experiences. 

Here are LUSH be example to explain how human senses (smell/vision and touch) help or use into costumer' market.

SMELL 

LUSH which sells fresh hard-made cosmetics. It uses smell to attract people to go in when they go thought each LUSH. This result is according to "limbric system"in of human' brain. This area is the fastest emotional response of those 5 senses. 

VISION

For vision, colour is a huge part of perception. All LUSH' products are colourful. LUSH prefer to uses more bright colour such as white, pink, red, sky blue etc. Bryant (1999) points out colour can affect emotions: red stimulates appetite, blue relaxes, calms and positive. However, Colour is very dependent on personal preference, experiences, cultural differences such as older people prefer white and bright tones as vision becomes duller with age ( Thomas,2001) Moreover, most men prefer bold colours while women prefer softer colours. 

Therefore, LUSH keeps all stores simple and clean. It makes consumers feel more comfortable and fresh. 

Mitchel et al( 2005) states that the experiences with visuals and scent of items ,it processed consumers for longer and formed more favorable perceptions.

Touch

There are many samples to let consumers to try LUSH own products.Sometime, LUSH staff will explain and recommend more the detail of the products during costumers are trying it.

Touch is the most powerful senses than others because some researches shown consumers have higher level of attachment to the product if they can touch it. This experiences can be part of consumers behavior and it can leads markers and researchers understanding more about consumers needs and their behavior.

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