Class 3: Perception

Question 1

Sensation

Answer 1

The immediate response of our sensory receptors (eyes, ears,
nose, mouth, and fingers) to basic stimuli (light, color, sound,
odor, and texture).

Question 2

Perception

Answer 2

The process by which sensations are selected, organized, and
interpreted.

Question 3

Perceptual Process

Answer 3

Sensation:

Sights -> Eyes
Sounds -> Ears
Smells -> Nose
Taste -> Mouth
Textures -> Skin

Process of Perception:

Exposure -> Attention -> Interpretation

Question 4

Sensation: Vision

Answer 4

• Many of our consumption decisions are based on how things look.
• Colors can provoke emotions.
• ‘Trade Dress’ plays an important role in how consumers recognize products and brands.

Question 5

Sensation: Smell

Answer 5

• Odors create mood and promote memories.
• Marketers use scents:
• Inside products, in promotions (e.g., scratch ‘n sniff), in
  stores

Question 6

Sensation: Hearing

Answer 6

• Sound affects behaviour and feelings
• Music in stores can sway purchases
• Jingles are an effective advertising tool

Question 7

Sensation: Touch

Answer 7

• Haptic senses—or touch—are the most basic, and
  earliest learned.
• Touching affects the product experience:
• Waitresses who touch patrons get bigger tips
• Contagious consumption
• Touching an item forms a relationship with the product

Consumers are willing to pay more for products they have touched vs. products
they have not touched.

Touching creates a sense of perceived
ownership which increases perceived –
this is called the endowment effect.

Question 8

Sensation: Taste

Answer 8

• People form strong preferences for particular flavours
• Tastes can evolve
• As we age, our taste buds become less sensitive
• Link between taste and colour

Question 9

Exposure

Answer 9

▪ Exposure occurs when a stimulus comes within
range of someone’s sensory receptors
▪ We can concentrate on, ignore, or completely miss
stimuli.
▪ There are so many sensory stimuli in our environment that we are in a state of sensory overload.

Question 10

What do we Notice? - Sensory Thresholds

Answer 10

Absolute threshold:
The minimum amount of stimulation that can be
detected on a given sensory channel

Differential threshold:
Ability of a sensory system to detect changes or
differences between two stimuli (i.e., pricing,
packaging)

If you do not want consumers to notice a change→ fall below Just Noticeable Difference (JND)

Question 11

Attention

Answer 11

Attention – The extent to which processing activity is
devoted to a particular stimulus.
▪ Marketers spend a great deal of effort attempting to attract attention.
▪ Typically through the use of surprising or unexpected stimuli – expectancy violation.

Question 12

Attention: Perceptual Selection

Answer 12

People attend to only a small portion of the stimuli to which they are exposed.

Perceptual vigilance → pay attention to things that relate to current needs.

Perceptual defense → ignore things that don’t fit with our existing beliefs.

Adaptation → stop paying attention to something because it is familiar.

Question 13

Interpretation

Answer 13

▪ Consumers consider the entire situation – gestalt – to discern overall patterns and meanings.
▪ Consumers think about both the functional elements of brands and products as well as the symbolic elements.
▪ Consumers try to make sense of what they are exposed to and tend to relate incoming sensations to those that are already in memory.

Question 14

Semiotics

Answer 14

Semiotics: correspondence between signs and
symbols and their role in the assignment of meaning
▪ Marketing messages have three basic components:

Object (Product)
Interpretant (Meaning)
Sign (Image)

Question 15

Perceptual Positioning

Answer 15

Brand perceptions = functional attributes + symbolic attributes

Question 16

CleanSlateUV Case

Answer 16

• Mobile devices were banned in the neonatal intensive care unit of a major hospital because they can spread superbugs.
• Similar, and often ineffective, bans were in place in other intensive care units, emergency rooms, and operating rooms.
• mobile technology is critical for the smooth operation of these units.
• Taylor co-founded CleanSlate UV, a company dedicated to developing easy-to-use products that rapidly eliminate pathogens on mobile electronics by harnessing the power of ultraviolet (UV) light.
• Devices are designed to be integrated into high-traffic workspaces where staff can clean their technology with no training required.
• Currently, the team is the early stages of developing a “kiosk” or wall-mounted product design for sanitizing phones in corporate stores, transit hubs, malls and other public areas.
• To the uninformed passerby in a mall or train station, UV disinfection is mysterious and intangible. Technology enters and exits the CleanSlate device looking identical, making the service invisible, silent, and a tough sell to the average consumer. Two complex elements of consumer behaviour therefore need to prioritized in the design and deployment of the CleanSlate kiosk: consumer engagement and consumer trust.

Question 17

CleanSlateUV Case: Goals

Answer 17

Engagement

Taylor plans incorporate a display screen into the design of the kiosk to somehow appeal to consumer engagement.

The screens could display customizable customer information (e.g. news, directory) or graphics to involve or update consumers on the sanitization process. Recent academic literature suggests that operational transparency increases consumers’ perceived value, meaning consumers think a service - like sanitizing a phone - is more valuable when it appears to be effortful.26 A design element to involve consumers and concretize the disinfecting process could therefore add value and excitement to the service.

Trust

In hospital and food processing facilities, CleanSlate already appears legitimate to its users for several reasons. Firstly, the disinfection systems is introduced and used by management, giving the device major credibility from the moment it is installed. Additionally, staff within these facilities are uniquely knowledgeable about bacteria-killing technology given the industries and environments they work in.

Additionally, asking consumers to place their phones in a foreign device in a public space is also met with major skepticism.

Question 18

CleanSlateUV Case: Engagement Solutions

Answer 18

1. Operational Transparency via Visual Feedback

Incorporate LED indicators or animations on the kiosk’s display screen that visually represent the sanitization process (e.g., a UV light simulation or a countdown timer).
Use augmented reality (AR) to show a simulated “before and after” bacteria reduction on a phone screen.

2. Gamification Elements

Offer incentives for frequent use, such as loyalty points or discounts redeemable at partnered stores or transit hubs.
Integrate engaging visuals or trivia games during the 30-second process to retain attention.

3. Dynamic Content on LCD Screen

Display real-time information, such as air quality, public health tips, or entertainment like news or ads, personalized to the kiosk’s location.
Highlight the kiosk’s contribution to health and sustainability (e.g., “You’ve eliminated 99.999% of bacteria—helping to keep your space safe!”).

4. Interactive Design

Allow users to select themes or animations for the screen while they wait, creating a personalized experience.
Integrate social sharing options post-sanitization to encourage word-of-mouth (e.g., “Share your sanitized phone selfie!”).

Question 19

CleanSlateUV Case: Trust-Building Strategies

Answer 19

1. Certification and Validation Display

Clearly showcase certifications, endorsements, or partnerships with trusted organizations (e.g., health departments, hospitals, or major retailers).
Display testimonials or usage data from reputable facilities (e.g., “Trusted by 300+ hospitals worldwide”).

2. Visual Safety and Security Features

Use transparent materials or a partial-view window to let users see their device being sanitized.
Implement secure locking mechanisms to ensure the phone is safe from theft during the process.

3. Simplified User Education

Provide on-screen visuals or infographics explaining the science behind UV-C light and its efficacy in killing pathogens.
Offer short videos or animations about the technology’s hospital-grade origins to underline credibility.

4. Consumer Endorsements and Reviews

Encourage users to leave reviews about their experience directly at the kiosk or online via a QR code.
Highlight positive reviews and social proof directly on the kiosk’s display.

5. Public Demonstrations and Trial Runs

Host events or live demonstrations in malls or transit hubs to showcase the device’s function and results.
Offer free sanitization during initial deployment phases to build familiarity and acceptance.