Lecture 2-Perception Flashcards
What is sensation?
Our immediate response of our sensory receptors (eyes, ears, nose, mouth, skin) to basic stimuli (such as light, color, sound, odor and texture).
What is perception?
The process by which stimuli are selected, organized and interpreted. This adds to raw sensations.
What is perception influenced by?
- structural factors- contrast, position, color, size.
2. individual factors- needs, experiences, unique biases, cognitive accessibility
What are examples of sensory stimuli:
sights, sounds, smells, tastes, textures
What are examples of sensory receptors:
eyes, ears, mouth, nose and skin
What is sensory marketing?
marketing strategies that focuses on the impact of sensations on product experiences (car shows, costco samples, perfume samples)
Tell us more about how sight impacts marketing
Marketers communicate meaning through colour, size and styling
What does colour do?
- adds and directly influences emotion
- colours are rich in symbolic value and cultural meanings
- some color combinations come to be associated so strongly to a corporation that they become known as the companies trade dress
Tell us more about hearing?
- second most used sense by marketers
- limbic system process scent cues
- music is very powerful in influencing behaviour (triggers emotions)
- way a word sounds influences our assumptions about a product
Tell us more about smell?
-car and fragrance all have a scent element
-odours stir emotions and bring back memories
odours relieve stress (connect tot eh brain section that processes emotions and memories)
Tell us more about touch?
- moods are relaxed and stimulated by skin
- people associate fabrics with product quality
- touching an item to form a relationship with the product
sound symbolism:
the process by which the way a word sounds influences our assumptions about what it describes and its attributes such as size
When is sound used:
- supermarkets, stores
- restaurants/coffee shops
- waiting rooms
- elevators
- in commercials
endowment effect:
consumers ascribe more value to something simply because they own it
Taste:
first taste item will have priority. Culture influences our taste preferences
Exposure:
a stage of perception where a sensation comes within range of a consumers receptor (consumer must see/notice message)
psychophysics:
science of how the physical world is integrated with our personal subjective world. Study of physical properties of stimuli and psychological responses.
attention:
consumer must look at/attend to “your message”.
interpretation:
consumer must “make sense” of your message
sensory threshold
the study of the relationship between the physical properties of stimuli and the “psychological responses” . Psychophysics helps us to measure the threshold
Absolute threshold
the minimum amount of stimulation that can be detected on a sensory channel
Differential threshold
ability of a sensory system to detect changes in a stimulus or difference between two stimuli
Just noticeable Difference:
minimum change in a stimulus that can be detected
webers law:
the stronger the initial stimulus, the greater the change must be for it to be noticed
webers law:
K= JND/I
subliminal perception:
information presented below the level on consumers awareness, similar to subliminal messages but they are not hidden, they are present, you just have to focus to see it
Attention
the extent to which the brains processing activity is devoted to a particular stimulus
an example of subliminal priming
apple logo flashed for 30ms and then it is masked to interrupt conscious processing (individuals who saw apple logo are more creative).
sensory overload
more information than able or willing to process
perceptual selectivity
people attend only small portions of the stimuli to which they are exposed to in order to avoid being overwhelmed
guerilla marketing:
unexpected and unconventional marketing approaches to get attention
what are the perceptual selection factors
- perceptual filters
- perceptual vigilance
- adaptation
- intensity
- discrimination
- exposure
- relevance
perceptual vigilance
aware of stimuli that relate to their current needs
perceptual defence:
see what you want to see and ignore what they don’t want to see
Perception depends on stimuli factors which include:
- novelty
- contrast
- color
- size and position
- sex and humor
- odor
- movement
- price
interpretation:
meaning that people assign to sensory stimuli
how do people interpret thing?
the stimulus is assigned to a schema
schema:
mental structure that encompasses a persons knowledge and feelings that are related to an object or event
gestalt psychology:
the whole is greater than the sum of its parts. Meaning is derived from the totality of a set of stimuli rather than individual stimulus
gestalt psychology includes:
- principle of closure
- principle of similarity
- principle of figure-ground
stimulus interpretation
is associated with other related events, sensations or images
principle of closure:
consumers tend to perceive an incomplete picture as complete
principle of similarity
consumers group together similar objects
principle of figure-ground
one part of the stimulus will dominate the perception
proximity
items close to each other in space of time tend to be perceived as being related or belonging to each other
continuity
elements are seen as belonging to each other if they appear to be a continuation of the direction of previous elements
positioning strategy:
the place a brand occupies in the consumer mind with regard to important attributes and competitive offering
functional attributes + symbolic attributes=
brand perception
brands position is a function of
- lifestyle
- price leadership
- attributes
- product class
- competitors
- occasions
- users
- quality
