Perception and Attention Flashcards
Perception
the way in which information acquired from the environment via sense organs is transformed into experiences of objects, events, sounds, tastes, touch, etc (process of interpreting stimuli)
Gestalt theories
Law of Proximity, Law of Closure, Law of Similarity, Figure-ground Principle
Visual
first thing that a consumer does is to conduct visual search
Hearing
sounds can communicate with consumers, alter people’s perception and create different moods
Smell
different types of odours can make people perceive environments in different ways
Touch
alters the way consumers view products; used to form discrimination
Taste
allowing shoppers to sample food increases likelihood of purchase; samples reduces ikelihood of product perception being influenced by product’s packaging and labelling
Attention
the contents of short term memory which can be drawn from both internally and externally presented stimuli
Colour
is easily detected by our pre-attentive system; produces favourable product attitudes compared to b&w
Novelty
novel products easily capture attention cause distinctively different from other products. however, as novelty wears off, they capture less attention
Personal Relevance
consumers with particular interest will spend time seeking out information directly related to them
Brand Identity
creating a visual identity helps consumers notice products
Perceived Risk
is the uncertainty that consumers face when he cannot forsee the consequences of their purchase decisions
6 types of perceived risk
Functional, Financial, Time, Social, Physical, Psychological (FFTSPP)
How do consumers handle perceived risk?
seek information, stay brand loyal, select by brand image, rely on store image, buy the most expensive model, seek reassurance
