Attention and Perception

Question 1

Perception is a three-stage process

Answer 1

1. Exposure
2. Attention
3. Interpretation
   All include motivation

Question 2

1. Exposure
   Sensation

Answer 2

the passive process of bringing information from the outside world into the body and to the brain.
- Sensory inputs are picked up by sensory organs

Question 3

What sensory inputs are picked up by sensory organs

Answer 3

Sights - eyes
Sounds - ears
Smells - nose
Tastes - mouth
Textures - skin

Question 4

What is the dominant sense?

Answer 4

Vision, but marketers are more and more attempting to appeal to all senses.

Question 5

The power of colour

Answer 5

Red - avoiding, captures attention
Blue - approach, enhances performance in creative task

Question 6

Signature sounds

Answer 6

Netflix sound
MacDonalds

Question 7

Touching experiment

Answer 7

Illionois AG’s office issed a warning for holiday shoppers to be “cautious of retailers who encourage you to hold objects and imagine the objects as your own when shopping”
-Experiment confirms: that touching (or imagining touching) increases sense of ownership.

This strategy has been picked up by:
-Ikea: see furniture in room through phone
-Glasses company: see glasses on before you buy them online.

Question 8

Linkage between the senses

Answer 8

Food can be made to taste different through the addition or subtraction of sound alone e.g. crips

Question 9

How many ads do we see in a day?

Answer 9

Exposure

Question 10

How many ads do we remember seeing?

Answer 10

Attention

Question 11

What is attention

Answer 11

the extent to which mental processing energy is devoted to a given stimulus.

Question 12

Attention is… and….

Answer 12

Limited and selective

Question 13

When do consumers notice something new - Weber’s Law

Answer 13

Weber’s Law: the higher the initial level of an attribute, the greater the amount that attribute must be changed before people will notice the change.

Question 14

What is the equation for Weber’s Law

Answer 14

K = △s/s

-K = a constant (e.g. for price, this might be as low as 10%)
-△s = amount by which the attribute (or stimulus changes)
-s = initial intensity of the attribute (or stimulus)

Question 15

If K = △s/s

Answer 15

When these quantities are equal, you have a “just noticeable difference”

Question 16

K>△s/s

Answer 16

When this is the case, your difference falls below the awareness threshold, and is unlikely to be noticed.

Question 17

Weber’s law - pricing example

Answer 17

K =10%
Price of good A drops from $10 to $9
- △s/s = 1/10 =10%

Price of good B drops from $50 to $49
-△s/s = 1/50 = 2%

Question 18

Volume of TV commercials

Answer 18

Commercial Advertisement Loudness Mitigation (CALM) Act passes in 2012 to address problem
- A commercial may have louder and quieter moments, but overall it should be no louder than the surrounding programming”

Question 19

Marketers don’t want all their changes noticed

Answer 19

Shrinkflation
-Making hole in cheerios larger

Question 20

Consumers sometimes suffer from “change blindness”

Answer 20

The big mac mind test
The “Door Study”

Question 21

If a stimulus isn’t noticed, can it still have an influence?

Answer 21

The mere exposure effect
Participants shown two shapes:
People like the shape they saw first better
- people tend to develop liking / disliking for things they are similar with.

Question 22

The unusual uses test

Answer 22

-Think of as many unusual uses for a brick as possible
-Separate group of judges rated the creativity of the uses on a 1-10 scale

Results:
Number of apple users is higher than IBM
Creativity of apple users is higher than IBM but close

Question 23

What we expect to see and what we want to see

Answer 23

Perception

Question 24

What is perception

Answer 24

The active process of selecting, organizing, and interpreting the information brought to the brain by
the senses.
-Assigning meaning to sensory stimuli, how we “make sense” of the world
-Consumers can be biased throughout this process: goals, motivations, expectations

Question 25

Principles of perception

Answer 25

1. Closure principle
2. Principle of similarity
3. Figure-ground principle

Question 26

Closure principle

Answer 26

Individuals have a need to organise perceptions so that they form a meaningful whole.

Question 27

Principle of similarity

Answer 27

we often group stimuli to form a unified picture or impression, making it easier to process them.

Question 28

Figure-ground principle

Answer 28

People interpret incoming stimuli in contrast to a background

Question 29

What we expect to see/experience
-> what we see and experience
Appearance changes expectations

Answer 29

-Ps randomly assigned to taste custard: vanilla custard or vanilla custard with brown food colouring
-Vanilla custard brown: consumers complained it tastes different (“oily” and “sickly”)
-If it looks different from what people are used to they often perceive the flavour to be different.

Question 30

Ingredients change expectations - beer

Answer 30

Peoples preference for beer was the highest when they went in blind with no information before sampling.