Attention and Perception Flashcards
Perception is a three-stage process
- Exposure
- Attention
- Interpretation
All include motivation
- Exposure
Sensation
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
What sensory inputs are picked up by sensory organs
Sights - eyes
Sounds - ears
Smells - nose
Tastes - mouth
Textures - skin
What is the dominant sense?
Vision, but marketers are more and more attempting to appeal to all senses.
The power of colour
Red - avoiding, captures attention
Blue - approach, enhances performance in creative task
Signature sounds
Netflix sound
MacDonalds
Touching experiment
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.
Linkage between the senses
Food can be made to taste different through the addition or subtraction of sound alone e.g. crips
How many ads do we see in a day?
Exposure
How many ads do we remember seeing?
Attention
What is attention
the extent to which mental processing energy is devoted to a given stimulus.
Attention is… and….
Limited and selective
When do consumers notice something new - Weber’s Law
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.
What is the equation for Weber’s Law
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)
If K = △s/s
When these quantities are equal, you have a “just noticeable difference”
K>△s/s
When this is the case, your difference falls below the awareness threshold, and is unlikely to be noticed.
Weber’s law - pricing example
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%
Volume of TV commercials
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”
Marketers don’t want all their changes noticed
Shrinkflation
-Making hole in cheerios larger
Consumers sometimes suffer from “change blindness”
The big mac mind test
The “Door Study”
If a stimulus isn’t noticed, can it still have an influence?
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.
The unusual uses test
-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
What we expect to see and what we want to see
Perception
What is perception
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
