Unit 3 - Exposure, attention and interpretation Flashcards
on the perceptual process
- marketing stimulus plays a role in determining whether the consumer will make sense of it or even notice it at all
The meaning of a stimulus is interpreted by
the individual, who is influenced by their unique biases, needs and experiences.
process of perception
exposure, attention and interpretation
Exposure/Sensation:
immediate response of our sensory receptors (e.g. eyes, ears, nose, mouth, fingers) to such basic stimuli as light, colour and sound.
Perception
stimuli are selected organised and interpreted
interpretation
we process raw data (sensations). Focuses on what we add to or take away from these sensations when we assign meaning to them.
The schema to which an objects is assigned is crucial
to evaluate an object at a later time.
selective exposure
when consumers tune into messages that they find pleasant or with which they are sympathetic, and they actively avoid painful or threatening ones.
selective attention
consumers’ heightened awareness of stimuli that meet their needs or interests and minimal awareness of stimuli irrelevant to their needs.
perceptual defence
takes place when consumers subconsciously screen out stimuli that they find psychologically threatening, even though exposure has already taken place
Example: Surveys showed that most smokers no longer pay attention to the written warning labels on cigarette packs, some laws now require tobacco firms to feature graphic health warnings on cigarette packs and vary the text of these messages.
perceptual process stages
- primitive categorisation
- cue check
- confirmation check
- confirmation completion
on primitive categorisation
the basic characteristics of a stimulus are isolated
on cue check
characteristics of the product are analysed in preparation for the selection of a schema
on confirmation check
the schema is selected and the consumer decides that a brand falls into a category
on confirmation completion
a decision is made as to what the stimulus is
marketers use perceptual maps for
positioning their products & brands
Perceptual Map:
By identifying the important dimensions related to the brand/product, marketers ask consumers to place competitors within this space.
Sensory Marketing:
Companies pay extra attention to the impact of sensations on our product experiences.
on colours
- colours may influence our emotions more directly
- some colours create feelings of arousal and stimulate appetite (red) and others (blue) create more relaxing feelings
company’s trade dress
covers all elements that make up the overall image of a product or service
this includes, but not limited to, the colour, shape, size, configuration, and packaging of a product
marketing applications of colours
yellow - optimistic, youthful red - energy blue - trust, security green - wealth orange - aggressive black - powerful, sleek purple - soothing
on smell
- odours can stir emotions and create feelings
- they can invoke memories
- consumers’ love of fragrances has contributed to a very large industry
sound concepts
time compression and audio watermark
time compression
- packs more information into a limited time by speeding up an announcer’s voice in commercials
- speaking rate is accelerated to about 120-130% of normal
on audio watermark
parapapapa i’m lovin it
on touch
researchers found that participants who simply touched an item for 30 seconds or less created a greater level of attachment to the product
on taste
food companies go to great lengths to ensure that their products taste as they should
sensory panellists
professional tasters recruited because they have superior sensory abilities
on sensory thresholds
- some people are not capable of perceiving some stimuli
- 3 different types of sensory thresholds:
- absolute threshold
- differential threshold
- subliminal perception
The Absolute Threshold:
The lowest level at which an individual can experience a sensation
The point at which a person can detect a difference between “something” and “nothing” is that person’s absolute threshold for that stimulus
Sensory adaptation:
We experience sensory adaptation, that is, becoming accommodated to a certain level of stimulation and becoming less able to notice particular stimulus.
the differential threshold
minimal difference that can be detected between two similar stimuli
It is also called Just Noticeable Difference (JND)
subliminal perception
people can be stimulated below their level of conscious awareness as well
they can perceive stimuli without being consciously aware that they are doing so
Physical stimuli that affect consumers’ perceptions of products and evoke attention include
the product itself, its attributes, package design, brand name, advertisements, commercials (including copy claims, choice and sex of mode, positioning of model, size of ad, and typography), and placement of promotional messages within the advertising space.
on personal expectations
In a marketing context, a person tends to perceive products and product attributes according to his or her own expectations.
on stereotypes
biased notions that people carry in their minds about the meanings of various stimuli
triggers of stereotyping
- physical appearance
- descriptive terms
- halo effect (Apple iPod Halo Effect)
Consumer Imagery:
it refers to consumers’ perceptions of all the components of products, services, and brands, as well as how consumers evaluate the quality of marketers’ offerings.
perceived value by customers
customers’ view of the value they receive for their money is relative
Perceived Quality:
If consumers do not perceive offerings as superior products that satisfy their needs and provide value, they will not purchase them.
Price-quality relationship:
A situation occurring when consumers rely on prices as indicators of product quality and view more expensive products as having higher quality and value.
