Perception & Online Shopping

The idea or opinion we have on something is usually associated with our perception. Perception is the process by which sensations are selected, organized, and interpreted. Perception allows us to focus on what we add or take away from raw sensations as we choose which ones to notice and focus on and which ones we assign meaning to. Perception allows us to have an emotional attachment to something or allows us to not care about other things. Perception is primarly explained as the way one sees things. For example the most common way to share someone the different views is by seeing if the see the old lady or a young woman in the picture below. 

Sight is the first sense that is affected by products usually. We view the store or product before we enter it or pick it up. The way we view the store, the colour scheme of it, the lay out, will all affect our purchasing behaviour and our mood within the store. For example, if you were to take a day off and go to the spa to relax, how would you feel if that spa was painted in a bright purple or pink? Chances are you wouldn't be very relaxed at all. That is because associated with bright colours usually comes excitement, where as more neutral colours like beige and green are more calming.

Touch is the second most affected sense. When purchasing a product online you are unable to feel the texture of that product. Many people will refuse to buy certain clothes due to the fabric or the feel of that article. I personally can not stand the feeling of velvet, therefore when I am shopping if I see something that is made from velvet I can't even get myself to touch it without getting goosebumps. The biggest problem with online shopping is that consumers can not feel the texture of the product or for clothing you can not try it on. Stores that operate only online can lose potential customers to that fact that they are unsure of their product. I found this website TOBI. It is a clothing store that only operates online and I was so hesitant to purchase things from it because I was unable to try it on and feel the item and make sure I would be satisfied with it. That has a huge impact on how the consumer perceives the brand. If they have a great experience and love their items they have purchased then they are going to perceive the brand positively. On the other hand if they got stuff and it didn't meet their expectations either in terms of sizing and how it fit, or the fabric and texture used, chances are they are not going to perceive that brand positively at all. My experience with TOBI was very positive and therefore I have been a returning customer, however I am still always hesitant when partings products based on size and material. Products that would also suffer from being sold online are scented candles and stores like Bath and Body Works. Due to the fact that you have to try the scent and see if you like it before you purchase it will have a huge impact on your satisfaction of the product.