Chapter 2: Perception Flashcards
Perception
process an individual selects organizes and interprets the information
stages that makeup perception
exposure
attention
interpretation
Overview of the perception process
Sensory stim: sight sound smell tastes textures
Sensory receptors eyes ears nose mouth skin
perceptions of emotions
- with who you empathize with? why?
- what factors explain their moods & behaviours?
- is this behaviour given the circumstances?`
Perceptual filters
Vigilance
Defense
Perceptual filter - Vigilance
consumers more likely to be aware of stimuli that relates to their needs
Perceptual filter - Defence
people see what they want to see and don’t see what they don’t want to see
i.e. smokers don’t look at cancer scared lungs
Factors that shape perceptions
Stimulus characteristics
Context
Customer Characteristics
Factors that shape perceptions - Stimulus characteristics
perception is multi-sensory
Factors that shape perceptions - Context
Judgements are often based off / influenced by setting, situation & surrounding circumstances
Factors that shape perceptions - Customer Characteristics
- Shaped by personal knowledge & experiences
* don’t see things as they are, we see them as we are
Golden triangle
Space on screen where we are virtually guaranteed to view listings
Figure-ground principle
on part of nice words and others go to the background
I.e. taking a photograph focused on one item and the background is bulrry
Principle of similiarty
consumers tend to put objects together that share physical characteristics that a particular item sets for an integrated whole
Interpretation
- meaning people assign to sensory stimuli
i. e. 2 kids get McDonald’s fries and 1 kid eats them out of the bag and the other eats them out of a plastic container and they don’t taste as good
Stimulus selection factors
Size
Colour
Position
Novelty
Stimulus selection factors - Size
size of stimuli that differ from others around them are more likely to be noticed
webbers law
Stimulus selection factors - Colour
Powerful way to draw attention to a product or give it an identity
- trade dress*
i. e. DeWalt tools yellow & black
Stimulus selection factors - Positon
Stimuli that are in the places we’re most likely to look
golden triangle
Stimulus selection factors - Novelty
Communication that use novel stimuli or appear in unexpected place tend to grab attention
i.e. back of shopping cart, on consumers, public washrooms
Positioning strategy
- the way markets want the brand to be viewed in the eyes of the consumer
i. e. most automobile companies want to be known for safety & Sabaru want to be known as a pet friendly car and they are “dog tested”
Positioning dimensions
- price leaderships
- users
- attributes
- designs
- product class
- occasions
Reposition
Updates the brand image
i.e. Estée Lauder started to be seen as an older lady company so they hired Kendall Jenner to be the face of the brand
Sensation
immediate response of our sensory receptors (5 senses) to basic stimuli such as light, colour & sounds
Sensory marketing
comapnies pay extra attention to the impact of sensation on our product experiences
Sound symbolism
the way a word sounds influences our assumptions about what it describes about it’s attributes such as sound
Endowment effect
When consumer thouch an item for 30 seconds or less and feel a greater level of attachment and are willing to pay more for it
Exposure
when stimulus comes within the range of the individuals sensory receptors so they have the potential to notice
Psychophysics
Science that focuses on how the physical world is integrated in to our personal subjective world
Absolute threshold
Minimum amount of stimulation that can be dected on a sensory channel
Differential threshold
Ability of a sensory system to dectect changes in a stimulus or differences between two stimuli
Perceptual activity
People only pay attention to a small portion of the stimuli which they are exposed to
Adaption
Degree to which consumers continue to notice stimulus over time
Adaption factors
- intensity
- duration
- discrimination
- exposure
- relevance
Adaption factors - Intensity
Consumers become habituated to less-intense stimuli - they have less of a sensory impact
Adaption factors - Duration
Stimuli that require realively long exposure to be processed then to be habituated because they require a longer attention span
Adaption factors - Discrimination
Simple stimuli tend to be habituated because they do not require attention to detail
Adaption factors - Exposure
People tend to habituate to frequently encountered stimuli as the rate of exposure increases
Adaption factors - Relevance
People tend to habitutate stimuli that are irrelevant or unimportant because they feel fail to attract attention
Sensory overload
they are exposed to far more infromation than they’re able or willing to process
i.e. bombardments with commercials, writing a test with someone talking, TV and music all playing in the background
Multitask
Ability to process information from more than one medium at a time
i.e. TV and phone
Guerrilla marketing
- marketers use it to get noticed
- involved using communication in unexpected & unconvential ways to target customers in unexpected places
i.e. stunts, viral videos, stencil graffiti
Gestalt psychology
school of thought maintaining that people derive meaning from the totality of a set of stimuli rather than from any individual stimulus
Principle of closure
Implies that consumers tend to perceive an incomplete picture as complete
i.e. fill in the blanks
