Perception Flashcards
What is perception?
The process by which sensations are selected, organized and interpreted.
What is a sensation?
The immediate response of our sensory receptors to basic stimuli as such as light, colour, and sound etc
Describe the perceptual process?
Sensory stimuli->sensory receptors->exposure->attention->interpretation
Why is the design of product so important?
Design is substance
Stimulate the senses
Can help better position your product
What is sensory marketing?
Companies pay extra attention to the impact of sensation on the consumer’s product experience
How can companies stimulate vision?
Colour to provoke emotions
- red more attractive
- people willing to pay more with blue background
- branded colours
product differentiation
How can companies stimulate smell?
Branded smells
- Tim Hortons, subway…
Response before thinking with scent
-vanilla, woman
-honey, man
How do companies stimulate hearing?
Music
Slow vs fast
Brand identity
STM, jingles MacDonald, crunch Frosted Flakes, car door sound
How do companies stimulate touch?
Touching the product
- perceived quality
- Endowment effect
Important factor in sales interaction
How do companies stimulate taste?
Developing new flavours
What is the absolute threshold?
The minimum amount of stimulation that can be detected on a sensory channel
If not known people will not notice
Ei. Font on a highway sign
What is the differential threshold?
Ability of a sensory system to detect changes, or differences between 2 stimuli.
Minimum difference between 2 stimuli is the just noticeable difference
What hat do marketers want consumers to notice change?
Price discount
Justification of price
Change in product
When do marketers not want consumer to notice the change?
Shrinkflation
Brand dupes
What is subliminal perception?
Occurs when a stimulus is below the level of a consumer’s awareness.
Ei. Product placement in movies
What is attention?
The extent to which the brain’s processing spasticity is devoted to a particular stimulus
What is perceptual selectivity?
People attend only to a small portion of the stimuli to which they are exposed
Marketers need to break through the clutter
What are some personal selection factors?
Perceptual filters-> based on past experiences
Perceptual vigilance-> aware of stimuli that relate to their current needs
Perceptual defence-> see what you want to see and ignore what they don’t want to see
Adaptation-> the degree to which the consumers continue to notice a stimulus over time
What are some factors which lead to adaptation?
Intensity: less-intense stimuli habituate
Duration: a long attention span
Discrimination: a simple stimuli ei. Garbage can next to door
Exposure: frequently encountered stimuli
Relevance: irrelevant or unimportant stimuli
What are some stimulus selection factors?
Contrast in size
Contrast in colour
Contrast in position
Contrast in novelty
What is interpretation?
The meanings that people assign to sensory stimuli
Consumer assign meaning to stimuli based on the schéma, or set of beliefs, to which the stimulus is assigned
What is stimulus organization?
People do not perceive a single stimulus in isolation; they tend to view it in terms of relationships with other events, sensations, or images
What is gestalt psychology?
People derive meaning from the totality of a set of stimuli rather than from any individual stimulus.
The whole is greater than the sum of its part
What is the gestalt principle of closure?
Consumer tend to perceive an incomplete picture as complete
