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
