Perception - Week 2 Flashcards
Perception
Is 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 meanings.
Stimuli
Input of information processing
Consumers are exposed to loads of stimuli (including those provided from marketing).
Only few are noticed and even fewer attended
Even when consciously processed, stimuli might not be processed objectively
Sensation vs perception
Sensation - immediate response to a stimuli provided by sensory reception
Perception - stimuli are selected organised and interpreted adding meaning
Selective exposure
Consumers are often in a state of sensory overload, exposed to too much info and are unable and unwilling to profess all of the info at their disposal.
May involve perceptual vigilance or perceptual defence
Perceptual defence
Inhibits potentially threatening or unpleasant stimuli
Can be overcome with shock advertising
Woman’s aid - brushing pcs
PETA - woman hanging next to pigs hanging
NSPCC
Perceptual vigilance
Consciously or unconsciously filtering stimuli for relevance
Sensory systems (SSSTT)
Sight Sound Smell Tough Taste
Sight
Sight - marketers rely heavily on visual element in advertising, store design and packaging. Colours are rich in symbolic value and cultural meaning and can be critical spurs to sales
Red colour of passion, excitement energy. Virgin
Using size to get attention, VW example
Sound
Can affect peoples feelings and behaviours
Suzuki’s uses of music to inject fun into brand
Smell
Some smells more acceptable that others (fish counter v bakery)
Odours can stir the emotions or have a calming effect, they can invoke memories or relieve stress
Touch
Tactile cues can have symbolic meaning
Sheldon and arens - after the eyes, hand the fist sensor to pass on acceptance. If object is most attractive but unfavourable to hand then won’t get popularity it deserves
Taste
Can contribute to our experiences of many products
Marmite you either love or hate it
Absolute threshold
The lowest level of input to be detected by the various sensory receptors in the human body
Differential threshold
the point at which we notice a difference between two stimuli
Differential threshold examples
Just noticeable difference (jnd) - the minimum change in sensation necessary for person to detect it. (Cadbury’s bar examples - each bar is stimuli, so the difference between he 2)
Weber’s law - the stronger the initial sensory stimulus the greater the additional intensity needed for the second stimulus to be perceived as different
Attention
Degree to which consumers focus on stimuli during exposure; which typically depends on: personal specific factors and stimulus specific factors
Personal specific factors
Need/motivation
Attitude ls
Adaptation level
Attention span
Stimulus specific factors
Colour Movement Position of message Novelty Human attraction Participation
Interpreting stimuli
Gestalt psychology
People derive meaning from the totality of a set of stimuli rather than from any one individual stimulus
Creating meaning
Priming
Symbolic consumption
Polysemy
Priming
Where consumers assign meaning based on the set of beliefs held
Symbolic consumption
Where the meanings attached to the act of consuming the goods, for example trendiness, wealth, femininity etc
Polysemy
Where consumers project their own experiences and aspirations to assign meaning
The role of symbolism
Every message has 3 basic components Object Sign Interpretant Marlboro man advert 3 triangle diagram - Solomon
Perceptual mapping
Try to decide the key criteria customers are using to judge our offerings
Help find gap in market and reposition
Burberry example - Solomon
Computer examples -szmigin and piacentini
Types of perceived risk
Financial risk Performance or functional risk Physical risk Social risk Time risk
Perception can be
Limited and highly subjective
The perceptual process
Exposure to stimuli Sensory receptors Attention Interpretant Response
Levine
Sight accounts for 80% of perception
People want to touch before they buy
What does this mean for online shopping?
Asos new try before you buy
Eve mattress only online - 100 day trail
Taste can be culture bound
Kitkat green tea
Adaptation
The extent to which people’s awareness to a stimulus diminishes over time
Marketers need to be aware we become accustomed to things
Sensory thresholds
Absolute
Differential
Adaptation
Attention (Solomon)
When brand evaluation is taking place. There is greater attention
Companies need to find different ways to get attention
Movement can be effective
Shock advertisement can backfire -wwf
Interpretation (Solomon)
May depend on existing schemes
Perceptual risk (Solomon)
Peoples behaviour is mediated by their subjective perceptions of risks when:
New market and offering
Little info about product or service
There are major difference between brands
The consumer has limited experience of products class
The purchaser may be likely to be judged by others for the purchase decision
Kotler - atmospherics
Store atmosphere
Sight sound scent and touch are major sensory channels
Vision and smell alone not enough for consumers to evaluate products…
Want other important info such as the form, sturdiness, textures, or weight of a product that the sense of touch might convey (hulten)
Visual and olfactory sensory cues encourage hem to…
Stay longer in an emotionally appealing atmosphere at point of purchase
Results in more purchases
(Hulten)
Positive impact of touching behaviour (wine glass)
More time touching wine glass, the greater the probability of making a purchase.
Increased touching - sales increased 64.5%
Dynamic imagery
Allows for images within the mind to continue in motion, creating a higher engagement.
In experiment more dynamic logo lad to more favourable attitude
Peck and wiggins
Incorporating touch in message is more persuasive than one without
Nielson
Almost every television ad includes music
Faster tempo can evoke more positive feelings
Repetitive rhythm can generate more energy
Consumers look for and buy…
Emotional experiences around what has been bought and no longer buy products and services Alone.
Volvo
Put a lot of effort into making car smell good
S80 model recommended for allergenic environment
Ambercromie and Fitch
Sound strategy Expressed through famous songs mixed to create right atmosphere V loud Give impression of night club Employees dance
Ikea
Touch
During summer 2007, company let customers stay the night to feel the bed and how it was for a night in bed
See it feel it try it buy it
SM (sensory marketing) model highlights the significance …
Of multi sensory brand experience in differentiating; distinguishing and positioning a brand in the human mind as an image
Pine and Gilmore 4 realms of experiences
Education
Entertainment
Esthetic
Escapist
Nike town stores
Use basketball court and virtually play against NBA players
Could buy customised t shirt
Photos commemorating
Characteristics of experiences
Customer participation
Connections
Designing memorable experiences
Theme the experience - entertainment - Hard Rock Cafe
Harmonise impressions with positive cues
Eliminate negative cues
Mix memorabilia (Rolling Stones concert goer)
Engage all five senses
Engaging all five senses in experience
The more senses - more effective and memorable
The most at rainforest cafe - speaks serially to all five senses. It is first apparels as a sounds…sszzzsss. Then you see it rising from rocks and feel the soft and cool against skin. Finally you Smell it’s tropical essence and imagine tasting the freshness
Need to keep refreshing experiences tho as have recently encouraged trouble because of not doing so
VR
Asda - 360 online show of there Halloween stuff
Attention - trout
Americans repeatedly buy the same 150 products, it’s hard to get something new on the radar
Like shim et al says reverse socialisation is occurring with the digital native generation teaching adults. So the mix of the teen market and the newly trained adults turning digital could be a big potential to expand experience online
L2 question
