C4 Flashcards
Perception
the process by which we notice, attend to and interpret the stimuli- objects, messages and events- that we encounter in the world around us.
Perceptual process - exposure, attention, interpretation, memory.
Sensory marketing - vision
Marketers reply heavily on visual elements in advertising, store design and packaging.
Meanings are communicated on the visual channel through a products colour, size and styling.
Colours may influence our emotions more directly - blue: relaxation, green: nature, white: pure, red: excitement and strength.
Sensory marketing - smell.
Odours can stir emotions/create a calming feeling. Some responses to scents result from early associations that call up good or bad feelings.
Scented clothes, stores, cars, household products, advertisements.
Sensory marketing - sound
Advertising jingles create brand awareness. Background music creates desired moods. Sound affects people’s feelings and behaviours.
Stimulus progression: to increase the normally slower tempo of workers during mid morning and mid afternoon time slots.
Sound symbolism: the way a word sounds can influence our assumptions about what it describes and its attributes.
Sensory marketing - touch
People associate textures of fabrics and other surfaces with product quality. Perceived richness/quality of the material in clothing is linked to its feel, whether rough or smooth. E.g silk.
Sensory marketing - taste
Taste receptors contribute to our experience of many products. Specialised companies called flavour houses are constantly developing new conceptions to please the changing palates of consumers. Changes in culture also determine the tastes we find desirable.
Sensory thresholds
Psychophysics - science that focuses on how the physical environment is integrated into our personal subjective world.
Absolute threshold- min amount of stimulation that can be detected on a sensory channel.
Differential threshold - ability of a sensory system to detect changes/differences between 2 stimuli.
Augmented reality
Media that combines physical layer with digital layer to create a combined experience. E.g yellow pages app.
Subliminal perception
Occurs when the stimulus is below the level of the consumers awareness.
Subliminal techniques: impressions- 2 and 3 frame adds that last for 13-26 seconds. Does subliminal perception work? Little evidence that it does.
Attention
Extent to which processing activity is devoted to a particular stimulus.
Attention economy: the Internet has transformed the focus of marketers from attracting dollars to eyeballs.
Perceptual selection - people attend to only a small portion of the stimuli to which they are exposed.
Perceptual selection factors
Experience- result of acquiring and processing stimulation over time.
Perceptual vigilance- consumers are aware of stimuli that relate to their current needs.
Perceptual defence- people see what they want to see.
Adaption- degree to which consumers continue to notice a stimulus over time.
Stimulus selection factors
Size- size of stimulus itself in contrast to the completion helps to determine if it will command attention.
Colour- powerful way to draw attention.
Position- stimuli that are present in places we’re more likely to look stand a better chance of being noticed.
Novelty- stimuli that appear in unexpected ways/places tent to grab our attention.
Stimulus interpretation
Refers to the meaning we assign to sensory stimuli. Consumers assigns meaning to stimuli based on the schema (beliefs). Priming is where certain properties of a stimulus will evoke a schema which leads us to evaluate the stimulus in terms of other stimuli we have encountered and believe to be similar.
Stimulus organisation
One factor that determines how a stimulus will be interpreted is its assumed relationship with other events, sensations, images. The perceived organises a lot of separate images into a familiar image.
Closure principle- perceiving incomplete picture as complete.
Principle of similarity- consumers tend to group together objects that share the same physical characteristics.
Figure-ground principle- one part of a stimulus will dominate and others will recede into background.
Semiotics
Field of study that examines the correspondence between signs and symbols and their role in the assignment of meaning.
Message has 3 components:
- object: the product that focuses the message.
- sign: sensory image that represents the intended meanings of the object.
- interpretant: meaning derived
