Lecture 1 Flashcards
What is perception?
translating stimuli into meaning
what is the perception process?
by which physical sensations (5 senses) are selected, organised and interpreted
give an example of perception
Auntie Anne’s focus on smell
what does the study of perception focus on?
what we add or take away from the raw sensations that we choose to notice and assign meaning to them
the interpretation of a stimulus allows…
…it to be assigned meaning
what are the five sensory systems?
- vision
- scent
- sound
- touch
- taste
what is the perceptual process made up of?
1) exposure
2) attention
3) interpretation
what is the process of perception?
sensory stimuli (sensory systems) and sensory receptors, leading to exposure, attention and interpretation
From the perceptual process, what five things does exposure include?
- sensory threshold
- psychophysics
- absolute threshold
- differential threshold
- just noticeable difference (JND)
From the perceptual process in exposure, what is psychophysics?
it is how an individual takes account of their environment (social context), e.g. not walking into an empty restaurant
From the perceptual process in exposure, what is absolute threshold?
minimum level that you will be attracted to a stimulus
From the perceptual process in exposure, what is differential threshold?
might attract your attention based on packaging
From the perceptual process in exposure, what is just noticeable difference?
How much should it change for you to notice the difference? Marketers use subtle changes because they want you to notice it
Example: Pepsi logo development
from the perceptual process, what is attention?
the extent to which processing activity is devoted to a stimulus
from the perceptual process in attention, what is weber’s law?
the stronger the initial sensory stimulus, the greater the additional intensity for the second stimulus to be perceived as different
what does grabbing attention result in?
becoming cognitively alert and start building a relationship
how do marketers get attention?
- personal selection
- perceptual filters including perceptual vigilance and perceptual defense
- adaptation
- stimulus selection
