Week 4 Lecture Flashcards
Pyramid of perception
If things go through the filter mechanism, we will be conscious of it
The unconscious –> reality –> filter –> consciousness
Perception
the process by which sensations are selected, organised and interpreted
The study of perception focuses on how we give meaning to raw sensations
3 stages of perception
- Exposure –> registration of stimuli through 5 sensations (eyes-vision; ears-hearing; nose-smell; mouth-taste; skin-feeling)
- Attention – allocating mental resources to stimulus
- Interpretation –> giving meaning to the stimulus that has been attended to
Vision
Marketers rely heavily on visual elements in advertisements, packaging and store design
Colour, styling and size are communicated through the visual channel
Colours influence our emotions: arousal and stimulating appetite (red apple); relaxation (blue)
Saturated colours capture attention: don’t overdo it, extensive use can overwhelm people and cause visual fatigue
Trade dress
colours that are strongly associated with a corporation (red with Coca-Cola)
Smell
influences our behaviour (smelling freshly baked bread and wanting to buy it)
Odours can stir emotions; create calming effects
Marketers use smell
Scented stores
Scented clothes
Scented advertisements
Scented cars and planes
Sounds (marketing actions)
Famous songs in ads
Advertising jingles create brand awareness
Background music creates the desired mood
Exposure
occurs when a stimulus comes within the range of someone’s sensory receptors
Sensory thresholds
Absolute threshold –> the minimum amount of stimuli that is needed to detect a stimulus
Differential threshold –> the ability to detect changes or differences between 2 stimuli
the minimum difference that can be detected is the jnd (just noticeable difference)
Power of branding
Consumers are bad at detecting differences
Differential threshold in brand redesigns
Subliminal perception
occurs when the stimulus is below the level of the consumer’s awareness
below the absolute threshold
Attention
the extent to which processing activity is devoted to a particular stimulus
Differences in definitions
Subliminal –> below absolute threshold, so cannot be processed
Unconscious –> above the absolute threshold but receives no conscious attention
Perceptual selection
people attend to only a small portion of stimuli to which they are exposed
Vision tends to scan in a predictable pattern –> you look at the centre of the page and then scan as in reading
Implications of attention for marketing action
Position –> place ads in the centre of the page in the upper-left-hand corner
Place products at the eye-sight level at stores
Size –> the size of the stimulus itself compared to its competition
Colour –» a powerful way to draw attention to the product
Interpretation
the meaning that we assign to sensory stimuli that caught our attention
Fairly superficial vs Throughout or detailed
Organization of info
Consumers organize incoming stimuli into a meaningful unit
What is the most important part of incoming stimulus?
What is relevant and irrelevant info?
Gestalt principles
Set of laws taht describe how consumers perceive objects as meaningful wholes
Humans see objects by grouping similar elements, recognising patterns and simplifying complex images
Commonly used forms (Gestalt)
Similarity –> people tend to perceive a single unit when shapes have a similarity
Anomality –> an object can be emphasized when it is dissimilar to the others
Closure –> people tend to perceive an incomplete picture as a complete and meaningful whole
Figure-ground –> one part of the stimulus will dominate (the figure) and other parts will decide to the background (the ground)
