Chapter 2: Perception 👀 Flashcards
Sensation:
Immediate response of sensory receptors to stimuli.
Perception:
How the stimuli are interpreted in our minds. How sensations are selected, organized and interpreted.
Sensory marketing:
A marketing strategy that focuses on the impact of sensations on our product experiences.
Companies pay extra attention to the impact of sensation on our product experiences.
Sensory marketing: Brand experience
Goal: To create an integrated, specialized and consistent brand experience by the use of engaging consumers’ senses
Integrated: All elements of the brand experiences are aligned.
Specialized: Unique elements to the brand (unique logo, combination of colours (sight))
Consistent: Across repeated experiences (through different mediums, the same logo and colours are used).
Perception: Exposure:
A stimulus is noticed by our senses.
Perception: Attention:
Mental activity is devoted to the stimulus.
Perception: Interpretation:
We give meaning to the stimulus
Perception: Perception can be biased
When what we perceive (understanding/interpretation of a stimuli) is different from we actually sensed.
Perceptual Biases: The Delboeuf Illusion
Shows how our perception of the relative size of objects can be influenced by the surrounding context.
The circle surrounded by the larger ring is perceived to be smaller.
Perceptual Biases: The Elongation Bias
Visual perception phenomenon where we tend to perceive elongated shapes as being larger than they actually are.
Exposure: Sensory threshold: Absolute Threshold
The lowest threshold (level/ amount of stimulation) that can be detected by humans.
Exposure: Sensory threshold: Differential threshold
Just noticeable difference between two stimuli.
Can be between pricing, ingredients (gustatory), sizing (visually).
Would want the “positive” differences to be easily noticeable and the negative different (downsizing) to be unnoticeable.
Exposure: Sensory threshold: Weber’s Law
The law states that the just noticeable difference (JND) between two stimuli is proportional to the magnitude of the stimuli, rather than to their absolute difference.
The bigger the original stimulus, the larger the change needs to be for a person to notice the difference.
Ex: It’s harder to identify the difference
between 105 and 110 than between 5 and 10 (in colour shade).
Exposure: Brand Visual Identities
Better to have a smooth gradual change in visual identity (logos) to avoid confusing consumers.
Exposure: 1D vs 3D
1D: Changes in size are more noticeable in 1D -> decrease (consumers are more price sensitive, would be willing to pay less relative to if the change was shown in 3D) -> but an increase in 1D is more prominent (better).
3D: Decrease in volume is less noticeable in 3D.
Exposure: Subliminal Perception:
Sub-conscious perception of a stimulus, below the absolute threshold level (not consciously detected).
Ex: Hidden messages in logos.
Exposure: Mere Exposure Effect:
People tend to develop a
preference for things merely because they have
been previously exposed to it; it “feels” familiar or there’s fluency (it’s easy to understand).
Familiarity -> Safety -> Liking
Familiarity -> Fluency -> Liking
Exposure: Adaptation
When people no longer pay attention to stimulus because it becomes too familiar.
Perceptual Process:
Sensory stimuli (sights, sounds, smells, tastes, textures) reaches our sensory receptors (eyes, ears, nose, mouth, skin) = exposure -> attention -> interpretation (affected by expectations) / exposure -> expectations -> interpretations (don’t quite understand why it skips attention).
Attention: Advertising characteristics most likely to capture attention:
- Pleasant stimuli (attractive, funny, entertaining)
- Easy to process/ fluent (prominent stimuli in size, intensity or contrast)
- Perceptual vigilance (stimuli that relate to current needs, values and goals)
Attention: Perceptual defence:
Consumers ignore
stimuli that are offensive, unpleasant,
or threatening.
Medium fear arousal causes the most change in attitude (behaviour, cognition, affect) not high or low.
Brand Architecture Models: Branded House/ Product Line Extensions
In a Branded House strategy, the parent brand is the primary focus, and all new products or sub-brands carry the parent brand’s name. This creates a strong association between the new products and the parent brand, leveraging the existing brand equity and recognition.
Brand Architecture Models: House of Brands
In a House of Brands strategy, the parent company manages multiple brands, each with its own identity.
This allows for more flexibility in targeting different market segments and avoids diluting the established brand’s identity.
Interpretation:
Meaning assigned to stimuli that is based on people’s beliefs.
Interpretations can be shaped by expectations (beliefs about a brand or product can influence the sensory perception and behavioural effect [actions and choices one makes due to their beliefs about the product]).
