Question

Describe the effect of a product’s packaging from exposure to perception.

Surprising stimuli can affect consumers’ processing of that stimuli in both good and bad ways. Describe two things that make a stimulus surprising and their effects on consumers.

Marketers have used product placement in movies and TV shows to expose consumers to their brands. Some people call this subliminal advertising. Are they correct? What would be the correct way to label the processing of a brand name in product placement?

Answer 1

Packaging can function as a gateway to the product. Consumers look at the packaging and respond to how it makes them feel at that moment. If the consumer feels that the product can potentially satisfy their needs, it influences their buying behavior. However, the task of purchasing a product can be cumbersome. Consumers receive information about products from various sources and these inputs acts as a signal that affect their attitudes and perception towards the product. Filtering information to find the right signals is difficult and it is even harder to retain this information. In this context, consumers can rely on product packaging to provide visceral cues which enables them to skip through several decision making stages.

Please post the other questions separately as we are supposed to answer just one question or four sub parts of a question.