M3 sensation and perception Flashcards
(50 cards)
what is sensation
the raw energy we get from a stimulus/the environment via our 5 senses
what is perception
the story we construct from the sensation/what our senses picked up - how we interpret the sensory information
what is the communication gateway to a consumer?
perception
what is the idea of “even in the dark” with coca cola?
people can identify a coca cola bottle in the dark, from feel alone
the ridges come from a cacao pod
when we watch a magic trick, where in our body does the “magic” occur
in the brain; our eyes are not tricked
our sensation is correct; our perception is wrong
why isn’t perception always the same as reality?
visual capture can occur
it’s the tendency for our vision to dominate other senses (ba/fa example)
what is the absolute threshold?
minimum stimulus required for people to detect it 50% of the time (can change with age)
how many words should be on a billboard? how long do people look at them?
no more than 6 words
6 seconds
what is the signal detection theory
explains why different people respond differently to the same stimulus AND why the same person’s response to a stimulus can change depending on the situation
2 criteria that impact signal detection
signal criteria (characteristics of the stimulus) and subject criteria (biases of the individual)
what is the just noticeable difference
the minimum difference between stimuli required for people to notice it 50% of the time
what does weber’s law state?
JND is a function of proportions; it varies depending on the original stimulus
larger stimulus requires larger change to be noticeable
examples of companies using JND to make more profit
Haagen Dazs downsized from a pint but stayed below the JND line so consumers don’t notice it’s less than a pint
what is adaptation
becoming habituated to a stimulus/desensitized
what 3 things can lead to adaptation, habituation, desensitization
high repetition, simplicity, low intensity
what is the adaptation level theory
suggests that if a stimulus doesn’t change, people become habituated and notice it less
how can marketers keep our interest when showing ads?
originality and surprise, violating expectations, humor (if done correctly)
how do companies exploit inaccuracies in perception with product image placement?
for products where heavier/more = better, putting the image on the bottom right is preferred (we perceive bottom and right as heavy locations)
for diet products/when lighter is better, putting the image in the top left is better (a light location)
individual traits influence interpretation; what are the 2 types of traits
1) physiological: differential sensitivity to stimuli
2) psychological: natural cognitive, emotional, behavioral predispositions
what 2 types of influences determine ability to attend to info
voluntary attention influences: we pay attention to things that are consistent with our current knowledge (confirmation bias)
involuntary attention influences: characteristics of the stimulus may grab attention without us trying or knowing
what is the difference between selective and voluntary exposure
selective: consumer paid attention to the ad because it aligns with their interests (wee look for things we like)
voluntary: consumers may seek out informational/less interesting ads to help guide their purchases
What did the case study on DVRs and selective attention find out?
DVRs allow people to skip through ads –> may increase ad avoidance but inconclusive
What different types of ads can companies use to get around a DVR world (6)
1) ad compression: make the ads shorter and more interesting to get people to watch –> finishes before they can skip
2) still-frame ads: shows clear image even when being fast-forwarded
3) hybrid ads: embed ad into program itself; maybe a character does a cameo –> don’t realize it’s an ad
4) interactive ads: interact with viewer; telling a story
5) dynamic ad placement: can insert personalized ads anywhere in the show/movie
6) product positioning: show a branded pdt/feature it in the program
3 factors that determine attention
1) individual factors (differences between people)
2) stimulus factors
3) situational factors (aside from the stimulus)
