Chapter 2: Perception Flashcards
(15 cards)
What is the model of Perceptual Process?
Sensory Stimuli: Sights, sounds, smells, tastes, textures >
Sensory Receptors: Eyes, ears, nose, mouth, skin >
Exposure > Attention > Interpretation
Define ‘Perception’…
The process by which people select, organise and interpret stimuli.
Explain the 3 main stages of the perception process…
Exposure occurs when a stimulus comes within the range of someone’s sensory receptors.
Attention is the extent to which processing activity is
devoted to a particular stimulus.
Interpretation is the meaning we apply to sensory stimuli.
Define ‘Sensation’…
The immediate response of our sensory receptors to basic stimuli.
What is ‘Embodied Cognition’?
The idea that without our conscious awareness, our bodily sensations help determine our perceptions or decisions we make.
Sensory Marketing: Vision
Marketers rely heavily on visual elements in advertising, store design and packaging. Meanings are communicated on the visual channel through product colour, size, styling.
Some reactions to colour are due to biological and cultural differences, and learned associations:
e. g. women are drawn to brighter tones.
e. g. black is associated with mourning in the US, whereas it is white in Japan.
Sensory Marketing: Smell
Odours can stir emotions or create a calming feeling. Some responses to scents result from early associations that call up good or bad feelings:
E.g., Peter Alexander stores have a distinct smell that consumers automatically associate with the brand.
Sensory Marketing: Sound
- Advertising jingles create brand awareness.
- Background music creates desired moods.
- Sound affects people’s feelings and behaviours.
e.g., When the banana boat jingle comes on consumers automatically think of the brand and associated emotions.
Sound symbolism:
The way a word sounds can influence our assumptions about what it describes and its attributes.
Sensory Marketing: Touch
Touch can influence moods: The softer the touch, the happier and more generous you are. The harder, the more selfish and aggressive (e.g., people sitting in hard, cushionless chairs are less willing to compromise in price negotiations than people sat in soft, comfortable chairs)
Perceived richness or quality of the material in clothing is linked to its ‘feel’, whether rough or smooth (e.g., silk – luxury; denim – practical and durable)
Sensory Marketing: Taste
Taste receptors contribute to our experience of many products.
Specialised companies called ‘flavour houses’ are constantly developing new concoctions to please the changing palates of consumers.
Changes in culture also determine the tastes we find desirable.
Define ‘exposure’…
Exposure occurs when a stimulus comes within the range of someone’s sensory receptors.
What are the ‘Sensory Thresholds’?
Psychophysics: The science that focuses on how the physical environment is integrated into our personal subjective world.
Absolute Threshold: Minimum amount of stimulation detected on a sensory channel (e.g., size of highway billboard ad)
Differential Threshold: Ability of a sensory system to detect changes/ differences between two stimuli.
What is ‘Weber’s Law’?
The amount of change necessary to be noticed is related to the intensity of the original stimulus. The stronger the initial stimulus, the greater a change must be for it to be noticed.
Example:
$10 product offers $3 discount vs.
$100 product offers $3 discount.
What is ‘subliminal perception’?
Occurs when the stimulus is below the level of the consumer’s awareness.
Define ‘Attention’…
Attention is the extent to which processing activity is
devoted to a particular stimulus.
