Perception Flashcards
What is perception?
the process by which sensations from the environment are selected, organized, and interpreted
What are the steps in perception?
sensory stimuli (sight, sound, smell, etc.) -> sensory receptors (eyes, ears, nose, etc.) -> exposure -> attention -> interpretation
What is another name for a sensory input?
stimulus
What is a sensory input’s affect on marketing?
- sensory inputs can be used for differentiation - can become the trademark of a brand (eg. Harley Davidson motor revving)
What is hedonic consumption?
the multi sensory & emotional aspects of a consumers’ interaction with products
is reaction to colour biological, cultural, or both?
both! (cultural - red = good luck in China) (biological - older people see duller colours)
What is scent marketing?
When products become associated with a certain smell and the company tries to use this in advertising (eg. new car smell)
How are sounds important in brand naming?
brand names need to have a certain composition due to preference by consumers - should be catchy
How does touching the product affect the product experience?
- quality inferences
- helps to form relationships
What is the primacy effect in tasting?
- when tasting 2-3 items, first item in the sequence is preferred
What is the recency effect in tasting?
- when tasting 3-5 items, the most recent (last one) is preferred
Are we capable of noticing stimuli that comes within our range, even if its only for a short time?
yes - see BMW after-image example
What does absolute threshold mean?
the minimum amount of stimulation that can be detected on a sensory channel
What is differential threshold?
the ability of a sensory system to detect changes or differences between 2 stimuli
What does JND stand for and mean?
just noticeable difference - minimum recognizable difference between 2 stimuli
How would you manage product improvements?
- identify the JND and keep the changes above that
How would you manage neutral changes?
identify the JND and keep the change slightly above it
How would you manage reductions?
identify the JND and keep the change below it
Does subliminal perception work?
no, there is little proof in it being effective
Why doesn’t subliminal perception work?
consumers rarely pay enough attention to stimuli to be affected by subliminal works
What is attention?
the extent to which processing of an activity is devoted to a particular stimulus
What are some ways to “cut through the clutter?”
- making surprise movements in rich media
- vivid/ contrasting colours, loud sounds, large ads/ fonts
- interactive displays
What are the stimulus organization principles?
- closure
- similarity
- figure ground
What is the Gestalt organization of closure?
- people can perceive an incomplete picture/ message as complete by matching the missing elements
What is the Gestalt organization of similarity?
- people group similar objects together (bundling products, close on the shelf)
What is the Gestalt organization of figure ground?
- the items in the foreground are the most important
What are some of the biases people have in regards to marketing?
- people assign subjective meanings to stimuli based on schema
What are some interpretation biases of products?
consumers tend to project their own desires or assumptions on to products - think it may be better quality item if they believe it to be (or inferior)
What is perceptual positioning used for?
- to identify a brand’s strengths and weaknesses in comparison to competitors
What is a perceptual map?
a map of where brands are perceived in consumer’s minds
What are some items a brand’s position is a function of?
price, quality, tangible attributes, product class, usage occasions, symbolic attributes, user characteristics
