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Consumer > Lecture 3: Perception, Attention and Eye Tracking > Flashcards

Lecture 3: Perception, Attention and Eye Tracking Flashcards

1
Q

define perception

A
  • The ability to see hear or become aware of something through senses

The neurophysiological processes including memory, by which an organism becomes aware of and interprets external stimuli

Info through senses but it’s about how you deal with that

Info through senses is often a cue for memory

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2
Q

how do we perceive things

A

Info through senses but it’s about how you deal with that

Info through senses is often a cue for memory

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3
Q

why are taste tests conducted

A

Marketers will normally conduct a thorough testing phase to establish how best to formulate their product.

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4
Q

what occurred in Project Kansas taste test

A

– piloted a sweeter drink mixture using taste tests, surveys, & focus groups

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5
Q

what were the results in Project Kansas taste test

A
  • 10-12% in focus groups were unhappy about the new product being sold as Coca-Cola
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6
Q

what happened when coca cola tried to pilot a new coke and when did this occur

A

April 23, 1985

Vocal, well-led, campaign against the new taste, meanwhile production of the old mixture had ceased.

o Challenging loyalty to coca-cola brand
o Biasing perception in focus group?
o Sweeter drink/formulation was so well taken – except 10-12%
o That 10-12% bit back- it wasn’t coke- its something different, not what have loyalty to
 Backlash so strong that had to reintroduce old formula
o Now have new ways of new formuations- ‘family of brands’- coke 0, diet coke, cherry coke etc

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7
Q

how did coca cola create sensation transference

A
  • Coca-Cola did not realise that the success of the brand came from sensation transference – tasters unconsciously add their reaction to the packaging/brand to their sensations of taste.
    o If you change it- changes peoples loyalty
    o Well known brand- likely to interfere with perception of taste (same if a perfume with smell) sensation transference
    o Adding memory of brand to what they are already experiencing
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8
Q

what happened in Dubow & Childs (1998) study

A

gradually changed the taste from ‘classic’ to the ‘new’ sweeter mixture – participants generally did not notice this gradual change.

Small changes can occur to a product without anyone noticing if do it gradual enough

If done this people may have not noticed- ‘just noticeable difference’

Dubow= implemented changes which were just noticeable for a difference

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9
Q

what is webbers law

A

just noticeable difference’
- ignored by coca cola

-The ability of the sensory system to detect a difference between stimuli

DI/I = K

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10
Q

what are the negative changes in webebrs law

A

reductions in size; increase in price) should be small enough to be undiscernible

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11
Q

what are the poritive changes in webbers law

A

improved packaging or taste) should be enough to be perceived but not too much

In marketing have to keep just below level which is a noticeable difference

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12
Q

define the visual system

A
  • The visual system is …. centrally implicated in learning, higher-order, cognitive-affective processes, decision making and its behavioural implementation and co-ordination. Yet, relatively little attention in marketing and consumer science is devoted to the role of such visual processes.
  • Wedel & Pieters (2007)
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13
Q

where is the olfacatory bulb connected to and associated with

A

associated with smell

Olfactory bulb is directly connected to the limbic system in the brain, a system linked closely to emotion
o If want to elicite emotional response to a product so thinking of the smell of the product may be useful

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14
Q

when would you use the olfacatory bulb in consumer psychology

A

If want to elicite emotional response to a product so thinking of the smell of the product may be useful

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15
Q

what did hertz 1998 find

A

senses evoke equally accurate memories but scents evoke more emotional ones

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16
Q

what are the two main theories behind why might senses influence shopping behaviour

A

mood theory

cognition theory

either scent influences mood or our cognitions

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17
Q

describe the mood theory as to why might senses influence shopping behaviour

A

Individuals react to an environment by either approaching it or avoiding it, and therefore a pleasant scent will make them more likely to approach

Approach or avoid depending on scent- ambient setting

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18
Q

descudbe the cognition theory as to why might senses influence shopping behaviour

A

Individuals display greater attention to products when exposed to pleasant scents, but why is unclear

If you are a consumer you tend to approach more if you are exposed to pleasant scents

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19
Q

is there any evidence for the mood/ cognitive theory of why senses may influence shopping behaviour

A

o Little evidence for mood theory, some evidence for cognitive theory (Bone and Ellen, 1999

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20
Q

what are the different types of scent

A

marketer scent

product scent

ambient scent

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21
Q

what is marketer scent

A

scents used as a promotional tactic

Using scent to elicite positive response

e.g. smell of baking in a home for sale; new car smell

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22
Q

what is product scent

A

perfumes, air fresheners, etc.

Scent is the product- wanting to typify where that product is in the market

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23
Q

what is ambient scent

A

scents present in the retail environment; introducing odours to influence behaviour

Idea that scents can be present in retail enviro- designed to influence research in some way

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24
Q

what did Hirsch (1995) investigate about scent

A

scented Las Vegas casinos - 45% more sales

casinos in hotels open 24/7= potential for not amazing smells

introduced pleasant scents in gambling areas in casinos

sales went up- people more likely to go into those casinos and gamble when scent smells nice

25
Q

what did Spangenberg et al. (2005) investigate about scent

A

when scent & music congruent products more positively evaluated

Using combination of scent and music  too obvious? , xmas scents and smells with xmas music

26
Q

what is the implications of Doucé et al. (2013) study

A

Shows difficulty in interpreting findings in these experiments about smell

27
Q

what pretests occurred in Doucé et al. (2013) study

A

20 people confirmed that scent was pleasant

48 people confirmed that they did not notice a scent until mentioned, i.e. the scent was not salient

Just below smell threshold

36 people identified cookbooks and romantic novels as congruent with chocolate scent and least congruent were history and crime novels

28
Q

what was the field test in Doucé et al. (2013) study

A

10 days in chain bookstore

Direct observation of approach and buying behaviour (goal directed)

29
Q

what was found/ concluded in Doucé et al. (2013) study

A

A positive effect of chocolate scent on approach and buying behaviour for congruent books: Cookery books/romantic novels

A negative effect of chocolate scent on approach and buying behaviour for incongruent books: Crime novels, historical

BUT these effects did not carry through to total sales

Whats really happening here? Whats really having an effect?

Most people didn’t notice chocolate smell

30
Q

what were the goal directed behaviours in Doucé et al. (2013) study

A

Searching for a specific book
Going to the cash register
Asking assistants about a product upon entering the store
Goals towards buying

31
Q

what were the approach behaviours in Doucé et al. (2013) study

A
  • Examining multiple books
  • Reading book synopses

Lingering in the store and chatting to store personnel

Saw as positive approach behaviours which would measure

32
Q

what occurred in Krishna et al 2010 study of scent

A

o Warm scents: Vanilla, cinnamon

Cool scents: Peppermint, eucalyptus

Cooling packs infused with cool scents were perceived to be more effective

Thought to be due to semantic congruency of olfactory and tactile cues

Used peppermint VS vanilla cool packs seen as ‘more effective’cool packs sensation transcripts?

Scents associated with coolness being added to a product which should be seen as cool, adds to perception and makes think more effective at being cool
 Idea of congruency- meaning , positive effect

33
Q

who investigated touch

A
  • McCabe et al. (2003)
34
Q

what did Mcabe et al 2003 find in their study about touch

A

o Consumers are more likely to purchase certain products such as clothing if they are able to touch the fabric

Asda removed the wrapping from several brands of toilet roll so that customers could compare them

Sales of their own brand increased considerably

Commonly associated with fabrics demonstrates quality of fabric when allowe to touch fabric

Not as well needed now due to online shopping???

35
Q

what happens in congruent sound studys

A
  • Some evidence that using conguremnt sound can influence product – music influences mood

Music can be used as a way of experimentally influencing mood

36
Q

what did Bruner 1990 argue about sound

A

o Argued that music can influence mood, which in turn can influence consumer behaviour

If you can induce a pos mood in consumers- more likely to buy?

37
Q

what did Gorn et al 1993 conclude about sound

A

o Music can influence the evaluation of products – provided that the customer is not aware that their mood is being influenced by the music

38
Q

what did Chebat et al 2004 conclude about sound

A

o The tempo of music could be used to increase sales, provided that it was used appropriately

39
Q

define the visual system

A
  • The visual system is …. centrally implicated in learning, higher-order, cognitive-affective processes, decision making and its behavioural implementation and co-ordination. Yet, relatively little attention in marketing and consumer science is devoted to the role of such visual processes.

Wedel & Pieters (2007)

Saying: visual system centeral to our consumer processes- so consumer psychologists must ensure they are taking this into account

Little systematic research and assumptions

40
Q

what are the three gestalt laws

A

law of closure
law of similarity
law of proximity

41
Q

what did gestalt psychology argue

A
  • Gestalt psychology argues that humans are biased towards seeing distinct forms
42
Q

what is gestalts law of closure

A

people will tend to fill in any missing information, and in the process are more likely to focus on a stimulus

Argues that humans are biased towards seeing things as distinct forms- see things in a certain way- series of laws which bias us towards how we see things

Closure- people tend to see things even if they aren’t there- eg seeing a triangle

43
Q

describe gestalts law of similarity

A

people will tend to group similar looking objects together

Eg packaging on own brands (eg tesco) follows packaging of major brands- using memory for branding in order to co-brand

44
Q

describe gestalt law of proximity

A

objects that are close together tend to be perceived as belonging together

45
Q

what is visual convention

A

Used to guide our attention on websites

When not well organised see as negative or not attractive

Way group – way of guiding attention and positive aesthetic appeal and appeal of product

46
Q

what is Oranges mobile campaign

A

Brand aim: to move mobile phones to personal everyday use rather than business use

Brand conceived of as being warm, friendly, energetic and optimistic

Using the colour orange meant that the marketing campaign became very memorable and impactful quickly

Within 2 weeks 45% awareness of brand in the UK had been achieved

1994- relaunch of mobile phone (previously large and chunky)- called name of company orange

As influential back then as apple is now

Relaunch effective as used colour orange as a way of conveying meaning of the product

Sociable colour/ attention grabber

Things associated orange colour with – meaning of orange colour = implicit semantics to make more memorable and typify brand message

Also used by easyjet

47
Q

what did Cyr, Head & Larios (2010) study investigate

A
  • Wanted to look at effects of colour appeal- hypothosised that if colour scheme of website appealing- would effect other things of the consumer- more trustworthy/ satisfaction knock on effects of loyalty for product
48
Q

what were the hypothoses in Cyr, Head & Larios (2010) study

A

H1 - Increased colour appeal

  • increases trust
  • increases satisfaction

H2 - Increased trust
- increases e-loyalty

H3 - Increased satisfaction
- increases e-loyalty

H4 - Effects of culture
 – on appeal, trust and satisfaction
- Germans will ‘prefer’ blue (Cyr & Trevor-Smith, 2006)
- Canadians will ‘prefer’ grey
-Japanese will ‘prefer’ yellow
49
Q

what measures were used in Cyr, Head & Larios (2010) study

A

o Questionnaire data
o Eye tracking data
o Interview data

50
Q

what was concluded in Cyr, Head & Larios (2010) study

A

Colour appeal affects trust and satisfaction (H1/H2)

Trust & satisfaction are strong predictors of E-loyalty (H3)

All cultures dislike yellow schemes, but Germans prefer blue and Canadians grey (H4)

  • Found that when tried to replicate earlier findings- all disliked yellow dispite what found previously-> need for replication!
  • Important to be aware of national colour preferences- particularly for national products

No differences in the time spent viewing colour schemes

Interviews revealed that colour appeal produces feelings of beauty, positive emotion (warm, fun), harmony, etc.

Found a lot of positive effects

51
Q

what is the mere exposure effect according to Zajonc 1968

A
  • “ mere repeated exposure of the individual to a stimulus is a sufficient condition for the enhancement of his attitude toward it” (p.1)
    o Effects of repeated exposure- series of stimuli for 2 seconds- nonsense words/ Chinese characters/ photos- wouldn’t expect to build in their appeal
52
Q

what happened in Zajonc 1968 study

A
  • Stimuli shown for 2 seconds
  • 0-6 scale
  • How ‘good’ is the meaning of Turkish words or Chinese characters?
  • How much do they like individuals in photographs?
53
Q

what is the explanation behind Zajonc 1968 study

A

o Previously seen items are processed more fluently
o Individuals generate positive cognitions/thoughts based on their experience of fluency
o Explained by processing fluency – what occurs when see something several times- better at processing stimulus
 Ease of processing- attributed positively, not nessacarily aware of process
- This is NOT the same as saying that the more we think and reflect on an object, the more we will tend to like it – exposure, rather than cognition or thought, is enough. It is automatic.
- Been replicated many times – eg alter and oppenheimer
- ‘halo effect’
- Norman (2004 ) visceral beauty responses
o Responding by makig decisions very quickly- build up a halo effect

54
Q

what is visceral beauty repsonses according to Norman 2004

A

o Responding by making decisions very quickly- build up a halo effect

55
Q

how many pps were there in Fang, Singh & Ahluwalia (2007) study of the mere exposure effects on the internet

A

232 students from the University of Kansas

56
Q

what was the procedure in Fang, Singh & Ahluwalia (2007) study of the mere exposure effects on the internet

A

Banner ads on the web page being read changed regularly

Participants saw target ads 0, 5, or 10 times

Participants rated ads after reading the web page

57
Q

what was rated I lindgard et al 2006s study of the mere exposure effects on the internet

A

o Rated liking for 100 web pages seen for 500 milliseconds

Rated liking for 100 web pages a 2nd time to check reliability

Ratings were reliably the same on the 2nd occasion.

58
Q

what were the results in lindgard et al 2006s study of the mere exposure effects on the internet

A

Really strong correlation of .9
When saw something = higher liking

Liking = halo effect

Showed that that decision instantaneous

59
Q

what was found in Olivia et al (2004) study of the mere exposure effect- scene gist capture

A

Found that the gist of a scene can captured in a single glance/fixation

This includes both ‘bottom-up’ information – colour, surface, volume – and ‘high-level’ information – objects, semantic knowledge activation

Thus, gist is captured ‘at a glance’ at both perceptual & conceptual levels

Ability to perceive scenes ‘jist of scenes’- estimated time would take= 67 miliseconds

Stimuli using= decide what type of landscape they had seen- x1 countryside, with trees, x1 townscene, with skyscrapers,  some similarity

At level of 67 miliseconds- could pick up sufficient info to make basic perceptions

Builds halo effect if you instantaneously like it

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