The main subject of the chapter is to explain how perception of people works and how looks a way from our senses to interpretation of its signal from marketing perspective. It also describes how marketers use our perceptional behaviors to position different brand.
I find the chapter very interesting because it clearly explains important things in a simple way. What is more, inside this part of the book you can find many practical examples as well as pictures from marketing world which helps you to better understand theoretical knowledge.
Psychology & Marketing, Vol. 22(8): 649–668 (August 2005) Published online in Wiley InterScience (www.interscience.wiley.com) © 2005 Wiley Periodicals, Inc. DOI: 10.1002/mar.20078
Review of article from a Proquest data base:
The market of alcohol beverages is very profitable and sophisticated as exists on them huge competition. One of the most desirable consumers are young students who just begin their adult life, The article tries to explain why youth from colleges and universities start drinking, what are their main reasons to do so and how often they used to drink during their studies. All the answers are based on random group of people from biggest American universities.
In my opinion the article itself is not as interesting as of its subject. The language is very specialized and should be understood for people dealing with statistic research rather than marketing behaviors. The main topic is not to explain reasons why college students start drinking but if the results answer some hypothesis given at the beginning. Positive side of the article is huge bibliography on which it is based on so everyone who is interested in this kind of research can easily extend his or her knowledge by reading other publications mentioned in text.
