Session 5 Flashcards
Perceptual process
Sensation -> perception
Sensation -> exposure -> attention -> interpretation
Sensation : definition
Immediate response of sensory receptors to sensory stimuli
Perception : definition
PRocess of selecting, organizing and interpreting the sensation
Sales method : auction or best offer background color : white, blue or red ?
Auction
- Consumers compete against each other to give the highest bid
- Red background increases the willingness to pay due to agressive and competitive mindset
Best offer
- Consumers compete with the seller to acquire the product at the lowest price possible
- Red background decreases the consumers willingness to pay for the product
Sight : elongation bias
Taller of two objectfs will appear bigger desipte their volumes being equal
ex: glasses, pizza
Would consumers choose unhealthy food options more when it smells loke cookies around to it or smells like strawberries ?
- Cookies scent for long duration : decreases unhealthy choices (exposure to the scent for a long time satisifies the need for indulgence)
- Cookies scent for short duration : increases unhelathy choices because it doesn’t satisfies the need for indulgence
Can the pitch of the background noise in a restaurant influence consumer’s order?
Low pitch from strangers : less likely to try new dish because it induces anxiety
This effect disappears when the source of the sound is benign ( no treath, no need to be anxious)
Mere touch : power vs dark side
Power of the mere touch
Increases tips
Dark side of the mere touch
- Accident interpersonal touch decreases product evaluations
- Consumers are less likely to purchase products when theey think a stranger recently touched the product
Exposure : definition + 3 types
When a stimuli enters the range on an individual’s sensory receptors
- Absolute threshold
- Differential threshold (just noticeable difference)
- Subliminal perception
Exposure : absolute threshold
Minimum amount of stimulation that can be detected on a sensory channel
Exposure : Differential Threshold
Ability of a sensory system to detect changes within or between stimuli
When brands market new products, they want to make sure the consumer would notice the difference compared to the new product : they want the difference to be ___
When brands market new products, they want to make sure the consumer would notice the difference compared to the new product : they want the difference to be above the differential threshold
Brands sometimes do no want consumers to notice the changes they make to a new product, especially when ___
Brands sometimes do no want consumers to notice the changes they make to a new product, especially when they decrease the amount of the product
Exposure : subliiminal perception
Perception of stimuli below the level of consciousness
ex: consumers who were subliminally primed with an appele logo had a goal to be creative
Attention : definition
Brain’s processing activity is devoted to a stimulus
Attention : perceptual selectivity (2 types of factors)
- Personal factors
- Stimulus factors
*
4 personal factors
- Perceptual filters : not paying attention from a filtered source (ex: FOX news)
- Perceptual vigilance : paying attention to information relevant to a pressing need (database when writing report)
- Perceptual defense : not paying attention that you don’t want to know (issue that makes me sad)
- Adaptation: not paying attention to information due to overexposure and familiarity (jannah, hanene) /
4 stimulus fators
- Size
- Colour
- Position (netflix movie)
- Novelty (ex: windex bus stop)
Interpretation: definition
Meanings people assign to sensory stimuli
ex: kids who tasted carrots put in a McDonald’s pack found the carrots more delicious compared to kids who tasted carrots without a brand cue
Interpretation : schemas and categorization
Schema and mental categorization consumers have in their brains leads to different interpretation of sensory stimuli
ex: if my schema regarding white wine includes :”old people’s drink, cheap, not tasty”; I won’t like the white win in tasting
Stimulus organization : 3 principles
- Principles of closure
- Principle of similarity
- Principe of figure-ground
Principle of closure: definition
Tend to perceive incomplete stimuli as being complete
ex: IBM
Principle of similarity : definition
People tend to group together objectfs that share similar characteristics
ex: KIA ad (make the product stand out)
Principle of figure-ground : definition
Simplify an image into the main object (figure) and background (or ground)
ex: vase,tree
