Lecture 2_ Perception Flashcards
Definition of perception
The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world
What is a perception map?
Marketing tool to evaluate the relative position of competitive brands along relevant dimensions
Give the three stage of perception
Exposure (sensation)
Attention
Interpretation
Definition of sensation
is the immediate and direct response of the sensory organs to stimuli
Definition of the stage “exposure”
Possibility of noticing the information
How the stage of exposure works?
Registration stimuli through the five senses (sights, sounds, smells, tastes, textures)
Warm colors?
Attract people to a store
Cool colors
Encourage more contemplation and higher sales
Slow music
Makes people take their time and spend more money
Loud music
Doesn’t affect the sales
Classical music
Leads people to buy more expensive merchandise
Which are the two stage of attention
Location state (where) and Identification state (what)
Which are the two stages in the location state?
Saliency map & systematic search
What is saliency map
capture the attention involuntarily and instantaneously (salient color/ size & orientation/ novelty
Novelty definition
Stimuli that appear in unexpected ways or places tend to grab our attention (model with tache)
