Perception Essay Flashcards
Paragraph 1 of Perception Essay
- Solomon et al (2016) definition
- Prefer to use Mowen and Minor (1997)
- Value of definition
- To better understand perception, answer will explore the various key issues surrounding it in more detail
- Worth noting that both definitions suggests importance of cognition and memory
Paragraph 2 of Perception Essay
- Solomon et al (2013) model of perceptual process
- Positives of Model
- Identify stimuli
- Negatives of model
- Perceptual Variance
- Black/Blue/White/Gold dress example
- Link to other areas of CB - Self-identity and age cohorts
- Study about milennials
- GoPro
Positives of Solomon et al (2013) perceptual process model
- Attempts to bring together elements of definitions noted earlier (EXTERNAL & INTERNAL) in a way that allows those elements to be explored within more manageable, useful and meaningful parts
- Model offers simple separation of sensation + meaning but suggests this split is overcome by processes of the mind that enable sense-making of incoming stimuli.
Negatives of Solomon et al (2013) perceptual process model
- Fails to accommodate perceptual variance which marketers must do if they wish to be successful in marketing practice
Perceptual Variance
- Perception will vary depending one one’s goals, previous experiences, products function (Haugtvedt et al, 2008)
Black/Blue/White/Gold Example
- illustrates that even though everybody is shown the same image, there are still differences in what people see
- Marketers should consider, as just because consumer falls within target market does not imply they will interpret external stimuli in the same manner as others
ResearchLive 2016 Study
Found milennials to be most brand loyal generation
Value of Mowen and Minor (1997) Definition of Perception
- Splits perception into categories of external (exposure to stimuli) and internal (attention/comprehension/interpretation)
- Offers marketers opportunity to realise if they can control external worlds, could then in turn control internal construction of meaning within internal process of individuals.
- Depending on level of understanding of this, it can help marketers to form basis of marketing activity in organisation
Solomon et al (2016) defines perception as..
the process by which… stimuli are selected, organised and interpreted
Mowen and Minor (1997) define perception as…
the process through which individuals are exposed to stimuli, attend to those stimuli and comprehend them
GoPro
GoPro marketing team have done well to understand that the presence of perceptual variance means they can utilise self-identity and age cohorts. They have appealed to milennials through the want to capture and share experiences, so have reaped the brand loyalty as a result.
Paragraph 3 of Perception Essay
- Sound affects mental states - mood
- McDonalds example
- Link back to reliance of stimuli success on cognition and memory.
- Concept of attention
- Benefits of understanding attention
- Teaser adverts as a solution to attention
- IKEA example
McDonalds example
- Im Lovin’ it jingle
- Effective example of sound stimuli in marketing and suggests the credibility of using sound in marketing as it is synonymous with a company as successful as McDonald’s
What is the concept of attention?
- Consitutes that we may be aware of stimuli, but not attend to them which would result in less effective marketing practice
- If we attend to stimuli then there is higher chance for information to be processed through memory which would result in effeftive marketing practice
Benefit of understanding Attention concept
- Allows marketers to search for ways around this problem
IKEA example
- Man walking over mountains, company wasnt named or shown until latest ad in series where he walks over mountain and sees IKEA store below him
- Used suspense and tension to grab viewers attention
How are teaser ads a solution to attention issue?
Prompt audience to expect something to increase chances of them attending to stimuli
Paragraph 4 of Perception Essay
- Branding essential aspect of marketing, increasingly exposed to (Todor, 2014)
- State close link between branding and semiotics
- semiotics definition - de Saussure (1983)
- Superiority of definition to Chandler (2007)
- Variations of semiotic theory is useful for marketers
- de Saussure & Pierce theories notable (Chandler, 2007)
- Although used de Saussure definition, Pierces theory simpler
- Sign, Object, Interpretant
- Within sign - Icon, Index, Symbol
- Value of literature
de Saussure (1983) defintion of semiotics
“a science which studies the role of signs as part of social life.”
Chandler (2007) definition of semiotics
“the study of signs”
Value of de Saussure (1983) definition
Provides societal context to the study of signs which marketers can use to inform their practices.
Why are de Saussure and Pierce’s theory notable?
They are “widely regarded as the co-founders of semiotics” (Chandler, 2007)
What is a sign?
Sensory inputs (images, colours)
What is object?
The focus of the message
What is interpretant?
Meaning to receiver
What are iconic signs?
Have a basic relationship where interpretation represents object
What are indexical signs?
Have a cause-and-effect relationship between the sign and the meaning of the sign
What are symbolic signs?
no relation to message and relies on previous convention
What is the value to marketers of literature surrounding semiotics?
They shape marketers’ understanding of how to deconstruct and reassemble the way individuals place meaning on something
Paragraph 5 of Perception Essay
- Polo example
- Could be iconic sign
- Could be indexical sign
- Could be symbolic sign
- Critique of essential theory around semiotics
How could the example of Polo be iconic/indexical/symbolic?
Iconic - image resembles object which is a polo player riding a horse wearing polo clothing
Indexical - links to higher status activities and exclusivity
Symbolic - Polo doesn’t only sell Polo-playing attire
Shortcomings of essential theory surrounding semiotics
- Polo example shows it is unclear as it could be any component
- Overlapping exemplars show the theory cant keep up with cognitive variaton
- These theories make assumption that every individual goes through same process.
