Chapter 3 - Perception Flashcards
What is Perception?
Perception is the process by which sensations are selected, organized, and interpreted.
Perceptual process
Sensory stimuli: sights, sounds, smells, taste, textures.
-> Sensory receptors: eyes, ears, nose, mounth, skin.
- > Exposure
- > Attention
- > Interpretation
Hedonic vs Utilitarian consumption
Hedonic consumption: Hedonic goods are consumed for luxury purposes, which are desirable objects that allow the consumer to feel pleasure, fun, and enjoyment from buying the product.
Utilitarian consumption: These goods are purchased for their practical uses and are based on the consumer’s needs.
Vision
“Colors attract attention”
- Color produces emotion.
- Reactions to color are biological and cultural.
eg: black - funeral, white - funeral in korea
Scents
-Odors create mood and promote memories.
- Marketers use scents:
Inside products, stores and in promotions (eg. scratch and sniff)
The stages of perception
Stage 1: Exposure
- Exposure occurs when a stimulus comes within range of someone’s sensory receptors.
- we may pay attention to, ignore, or miss stimuli.
Sensory thresholds
Absolute threshold: the minimum amount of stimulation that can be detected.
Differential Threshold: the ability of a sensory system to detect changes or differences between two stimuli.
Thresholds and marketing implication
Absolute threshold:
- Hybrid car engine sound.
- Targeting older consumers.
Differential threshold:
- Product improvement
- Package update
The stages of perception
Stage 2: Attention
Consumers
- multitask and they are sensory overloaded, so do not pay attention to ads.
- hate ads and try to avoid them.
- get accustomed to ads easily and bored.
Marketers need to break through the clutter
2.1 Personal selection factors
Perceptual vigilance: The attention we give to something.
Perceptual defense: the way we look for different excuses to defend ourselves. (eg. smokers that do not want to stop)
Adaptation: the way we adapt to products.
-> Factors leading to adaptation: Intensity, duration, discrimination, exposure and relevance.
2.2 Stimulus selection factors
We are more likely to notice stimuli that differ from others around them.
So marketers can create “contrast” through: size, color, novelty, position.
2.3 Situational factors
- Clutter
- Involvement: High involvement with our smartphone.
- Subliminal ads: not paying attention, but effecting our behaviours indirectly.
The stages of perception
Stage 3: Interpretation
- Interpretation: the meaning we assign to sensory stimuli, which is based on a schema.
eg. cereal with milk
Schema of breakfast or lunch?
3.1. Personal factors to interpretation
Age, experience and knowledge -> Individual differences.
Expectation
eg. green ice cream. For some is pistaccio and for others is green tee flavor.
3.2. Stimulus factor: Organization
Gestalt: the whole is greater than the sum of its parts.
Closure, Similarity, figure-ground (figura de fondo)
