Week 4 Lecture

Question 1

Pyramid of perception

Answer 1

If things go through the filter mechanism, we will be conscious of it
The unconscious –> reality –> filter –> consciousness

Question 2

Perception

Answer 2

the process by which sensations are selected, organised and interpreted
The study of perception focuses on how we give meaning to raw sensations

Question 3

3 stages of perception

Answer 3

1. Exposure –> registration of stimuli through 5 sensations (eyes-vision; ears-hearing; nose-smell; mouth-taste; skin-feeling)
2. Attention – allocating mental resources to stimulus
3. Interpretation –> giving meaning to the stimulus that has been attended to

Question 4

Vision

Answer 4

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

Question 5

Trade dress

Answer 5

colours that are strongly associated with a corporation (red with Coca-Cola)

Question 6

Smell

Answer 6

influences our behaviour (smelling freshly baked bread and wanting to buy it)

Odours can stir emotions; create calming effects

Question 7

Marketers use smell

Answer 7

Scented stores
Scented clothes
Scented advertisements
Scented cars and planes

Question 8

Sounds (marketing actions)

Answer 8

Famous songs in ads
Advertising jingles create brand awareness
Background music creates the desired mood

Question 9

Exposure

Answer 9

occurs when a stimulus comes within the range of someone’s sensory receptors

Question 10

Sensory thresholds

Answer 10

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)

Question 11

Power of branding

Answer 11

Consumers are bad at detecting differences
Differential threshold in brand redesigns

Question 12

Subliminal perception

Answer 12

occurs when the stimulus is below the level of the consumer’s awareness
below the absolute threshold

Question 13

Attention

Answer 13

the extent to which processing activity is devoted to a particular stimulus

Question 14

Differences in definitions

Answer 14

Subliminal –> below absolute threshold, so cannot be processed
Unconscious –> above the absolute threshold but receives no conscious attention

Question 15

Perceptual selection

Answer 15

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

Question 16

Implications of attention for marketing action

Answer 16

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

Question 17

Interpretation

Answer 17

the meaning that we assign to sensory stimuli that caught our attention
Fairly superficial vs Throughout or detailed

Question 18

Organization of info

Answer 18

Consumers organize incoming stimuli into a meaningful unit
What is the most important part of incoming stimulus?
What is relevant and irrelevant info?

Question 19

Gestalt principles

Answer 19

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

Question 20

Commonly used forms (Gestalt)

Answer 20

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)