Sensation and Perception 2 Flashcards
- Branded goods and services within the content of popular media
- When done right, has a sense of realism that a “generic coke” can’t
- When done poorly, you feel subjected to an infinite commercial (not about the story)
Visual ___ ___: No interaction with the product
Product placement
____. Three factors.
Individual factors: Variability on what we do, find interesting, personality characteristics
Stimulus factors: Physical characteristics of the stimulus itself
Situational Factors: Environment stimulus
Attention
Attention: ___ Characteristics:
- Traits
a. Physiological thresholds and preferences
b. Physiological cognitive, affective, and behavioral differences- Learning and Knowledge
a. How much you already know about the product
b. Culture dependent learning
c. Learn about brands through experience
d. Interpret information based on initial attitude towards brand
i. “confirmation bias”
ii. Attitudes are a lens in which we view the world - Expectations
a. In line with our expectations or no?
b. Expectation bias; interpret stimuli in line with initial expectations
- Learning and Knowledge
Individual Characteristics
Attention: _____ _____.
- Size - Intensity - Salience & contrast - color and movement - position - format - expectations - novelty - information quantity
Stimulus factors
____ _____.
- Draw consumers attention involuntarity because they are interesting and different
Operates on figure/ground principal
Salient stimuli
- Draw consumers attention involuntarity because they are interesting and different
Operates on figure/ground principal
_____.
- Novelty
○ New/original/ different/unexpected
○ Toblerone ( know what its like in the dark)
Originality
___ and ___ attract attention and are important in ads
○ Apple ads, make you FEEL a certain way, want the product
- Brightly colored package is more likely to receive attention
Color and movement
Make up your mind about a product in 90 seconds, 60-80% of this assessment is based on ____. Can ○ Influence consumer to think positively or negatively about a product
Influence moods/feelings
Color
___. Warm/cool because of universal associations
Warm: excited/revved up/ excitement and stimulating
Cool: soothing and relaxing, calm/make them feel colder
colors
Using ____.
Do you want consumers to be excited or calm?
§ Do you want consumers to slow down or spend more time or spend less time?
Do you want consumers to think carefully or not?
□ Lower-income prefer hot, bright colors
□ Higher income segments prefer rich, deep colors
Las Vegas is red/bright/energizing
□ Fast food logso are red/yellow – energizing
Spa products are blue/green (calm/relaxation)
Color
___ reverences. We like round objects
Shape
____.needs to be functional
handles on heavy, hard to pour products like milk/laundry detergent
Packaging
___ and quality. soup described as rich and creamy is rated more declicious if it labeled with a cursive font
Font and Quality
A familiar font enables the eyes to skim effortlessly
across a text, often without much attention being paid.
“People associate familiarity with truth, and high fluency
can lead to an inference that a statement is familiar. The
more easily a given target can be processed, the more
positively it is evaluated.” – Novemnsky et al.
Font & perceptual fluency
____ stmuli.
Draw attention involuntarily, Emotionally interesting, Concrete and imagery provoking, Sensory, temporal and spatially proximate, Vividness is context independent but subjectively
dependent
Very similar to salient stimuli, in that they draw
attention automatically and involuntarily – however
the difference is that __ __ is attractive in ALL
contexts
Vivid Stimuli
