Perception Flashcards
What is Solomon’s (2013) definition of perception
The process by which physical sensations such as sights, sounds, and smells are selected organised and interpreted.
The eventual interpretation of the stimulus allows it to be assigned meaning
What are people’s perceptions
The way they sense and interpret the world around them
People often do not recognise their perceptions are create led through indirect inference and assume other perceive situations in the same way
What are stimuli
The input of information processing
Only a few are noticed and even fewer attended
What is a sensation
Immediate response to a stimuli provided
What is perceptual vigilance
Consciously or unconsciously filtering stimuli for relevance
What is perceptual defence
Inhibits potentially threatening or unpleasant stimuli
What are the sensory systems
Sight Sound Smell Touch Taste
What is the absolute threshold
The lowest level of input to be detected
What is the differential threshold
Just noticeable difference l- the minimum change in sensation necessary for a person to detect it
Marketers may want to sneak changes into the market
Each change must be below the perceptual limit
What is Weber’s law
The stronger the initial sensory stimulus, the greater the additional intensity needed for the second stimulus to e perceived as different
What is attention
The degree to which consumers focus on stimuli during exposure which depends on personal specific factors and stimulus specific factors
What is gestalt psychology
People derive meaning from the totality of a set of stimuli rather than from any one individual stimulus
What is priming
Where consumers assign meaning based on the set of beliefs held
What is symbolic consumption
The meanings attached to the act o consuming the goods
What is poly semy
Where consumers project their own experiences and aspirations to assign meaning
What can perceptual mapping help with
Locating product space and
What are types of perceived risk
Financial risk Performance and functional risk Physical risk Social risk Psychological risk Time risk
What does Hulten identify as the 5 major elements of store atmospherics
Exterior Interior Layout Point of purchase Human variables
What do marketers need to ensure
Messages are not only perceived but interpreted as intended
What are the elements f the perceptual process
Exposure to stimuli- sensory receptors - attention- interpretation- response
How can someone’s perceptual defence be overcome
Can be cut through with shock advertising e.g NSPCC
What are some additional points about sight
Accounts for 80% of perception Levine
Beware of cultural differences- white symbolises cleanliness
Boy and blue girl and pink
What does touch raise questions for online shopping
People want to touch things before they buy - what questions does this raise for online shopping e.g ASOS try before you buy
What is the grocery shrink ray
Small changes to size are not noticed
What is adaptation
The extent to which people’s awareness to a stimulus diminishes over time
Marketers need to be aware that we become accustomed to things
What is attention
When brand evaluation is taking place there is greater attention
Companies must think of different ways to get noticed
Sound may be used as a contrast
Sex, emotion and shock
Shock advertising is highly contentious but it can influence attention, memory and behaviour
What are schemas
Cognitive frameworks that are used to organise and interpret stimuli
What is gestalt psychology
Explains how much of how the brain looks for completeness
Used to improve retention
Audi A3 ad
You don’t need to have everything to have everything
Under what conditions is perceived risk likely to increase
New market offering
Little information about the product or service
There are major differences among brands
Limited experience of product class
Purchased may be likely to be judged by others
Marketer may want to reduce or highten risk
What dids hulten identify in ikea
Atmospherics lay the ground for sensory qualities of servicescape
Consumers become frustrated if they can’t touch
The pleasure of instore atmospherics is important in determining if the person with stay
Displays can encourage touching behaviour and can result in interaction that can cause impulse or unplanned purchases
Visually pleasing design can impact mood, increase problem solving and potentially overrode small details
Becoming a pleasant smell is a cheap and effective means of enhancing customer shopping
What were the outcomes of Hultens ikea study
Introducing smell, vision perspective caption enhancement
Made shoppers stay longer
More time stayed, more purchases
Cues exert a positive impact on shoppers touching behaviour
Increased touching time is correlated with buyer behaviour
Increased touching time increased sales
What are the 3 elements that make up the perceptual process
Exposure
Attention
Interpretation
Hat is the differential threshold
Ability of a sensory system to detect changes or differences between two stimuli
Why is augmented reality important
Opens new world of information and marketing communication
Web based
Kiosk based
Mobile
What is subliminal perception
A stimulus below the level of a consumers awareness
What is adaptation
The degree to which consumers continue to notice stimulus over time
What factors does Solomon identify that lead to adaption
Intensity Duration Discrimination Exposure Relevance
What are the stimulus selection factors
Size
Colour
Position
Novelty
What is interpretation
The meaning people assign to sensory stimuli
What is the main conclusion of Hilton (2012)
The introduction of sensory cues is an effective and inexpensive way of strengthening b2c relationships
When does hulten (2011) identify a multi sensory experience ales place
When one or more of the five senses contribute to the perception of sensory experiences
What is Hulten (2011) definition of a multi sensory experience
An individuals perception of goods/ services or other elements in a service process as an image that challenges the human mind and senses
How does SM differ from TM and RM
Through it’s emphasis on the multi sensory experience
What were the conclusions of hultens (2011) work
Multi sensory brand experience is critical in differentiating distinguishing and positioning a brand in the human mind
Senses can reinforce a positive feeling following experiential logic that creates individual value and brand image
What does Krishna find
Marketing communication is characterised by multidimensional conversations with products finding their own voices
What is the definition of sensory marketing
Marketing that engages the consumers senses and effects their perceptions judgements and behaviours
Stimulus orientation and mental stimulation
Changing products depiction leads viewers to imagine interacting with a product and can therefore increase purchase intention
Handiness increases mental stimulation
Dynamic imagery
Allows for images in the mind to continue in motion creating higher engagement
What is haptic advertising
Messages incorporating a touch element are perceive as more persuasive
Offlictuary advertising
Pictures can improve verbal memory
Smell can enhance effectiveness
What is proximity
Things seen as close together are perceived more related
What is similarity
Things that are similar to one another are perceived to be more related than those that are disimilar
What is sensory overload
Exposed to far more information than can be processed
What is whole foods an example of
Multi sensory experience- Hulten (2011)
Scents of bakery
Pop music
Offers taste samples
Customers invited to touch
What was the sales increase in the ikea study (Hulten 2012)
64.5%
What is lucozade and example of
Repositioning
Used to be seen as a drink for ill people that provided glucose, now market d as an energy drink
What are semiotics
Concerned with exploring the links between signs, symbols and their meanings
What is tobi
Tracking in shopper research- can help test what stimuli people attend to
Useful in supermarket settings where tons of stimuli try to grab attention and products are of close proximity
What did Milan find
Shoppers spent 38% more time in store when sound is played
What is eve mattress
Links to touch
Given 100 day trial
What does pierce identify
Every message has 3 basic concepts
Object- product
Sign- sensory imagery
Interpretant- meaning derived
Malboro man and coke
What is hultens framework of sensory marketing
Sensory strategies
Sensors
Sensations
(Atmospherics, auditory, visual, gastronomic and tactile
What is Asda doing
For Halloween worked with google to make a 360o video that was shopable
4d cinemas
Opens new opportunities for marketers
What are McCain’ doing
Released aroma from bus shelters and have rewarded passers with coupons when they give the poster a high 5
What do Pine and Gillmore (1998) argue
Consumers desire experiences
We live in an experience economy
And experience occurs when companies use services as the stage, goods as the props to engage consumers in ways that create a memorable event
What are the characteristics of experiences
Consumer participation- passive v active
Connection- absorption v immersion
Entertainment
Educational
Escapist
Estethic
What are the components of designing memorable experiences
Theme experience Harmonise impressions with positive cues Eliminate negative cues Mix in memorabilia Engage all 5 senses
What do pine and gillmore say about the importance of engaging all 5 senses
Should support and enhance theme
More memorable the more senses engaged
Rainforest cafe uses all 5 with mist and is impossible to be unaffected
Not all sensations are good e.g duds and suds
What is closure
The tendency for people to fill in the missing elements of an incomplete picture
What are the 5 sensations outlined by Hulten
Atomospheric Auditory Visual Gastronomic Tactile
What does marketing week say about VR
Increased use of VR including those with added sensory experiences involving taste and smell
What does sheldon say
After they eye the hand is the first sensor the pass on acceptance
What is hyperlatability
Flavour that stimulates the appetite
What is novelty
Deviation from the expected likelihood
