Perception - Week 2 Flashcards
(56 cards)
Perception
Is the process by which physical sensations such as sights, sounds and smells are selected, organised and interpreted.
The eventual interpretation of the stimulus allows it to be assigned meanings.
Stimuli
Input of information processing
Consumers are exposed to loads of stimuli (including those provided from marketing).
Only few are noticed and even fewer attended
Even when consciously processed, stimuli might not be processed objectively
Sensation vs perception
Sensation - immediate response to a stimuli provided by sensory reception
Perception - stimuli are selected organised and interpreted adding meaning
Selective exposure
Consumers are often in a state of sensory overload, exposed to too much info and are unable and unwilling to profess all of the info at their disposal.
May involve perceptual vigilance or perceptual defence
Perceptual defence
Inhibits potentially threatening or unpleasant stimuli
Can be overcome with shock advertising
Woman’s aid - brushing pcs
PETA - woman hanging next to pigs hanging
NSPCC
Perceptual vigilance
Consciously or unconsciously filtering stimuli for relevance
Sensory systems (SSSTT)
Sight Sound Smell Tough Taste
Sight
Sight - marketers rely heavily on visual element in advertising, store design and packaging. Colours are rich in symbolic value and cultural meaning and can be critical spurs to sales
Red colour of passion, excitement energy. Virgin
Using size to get attention, VW example
Sound
Can affect peoples feelings and behaviours
Suzuki’s uses of music to inject fun into brand
Smell
Some smells more acceptable that others (fish counter v bakery)
Odours can stir the emotions or have a calming effect, they can invoke memories or relieve stress
Touch
Tactile cues can have symbolic meaning
Sheldon and arens - after the eyes, hand the fist sensor to pass on acceptance. If object is most attractive but unfavourable to hand then won’t get popularity it deserves
Taste
Can contribute to our experiences of many products
Marmite you either love or hate it
Absolute threshold
The lowest level of input to be detected by the various sensory receptors in the human body
Differential threshold
the point at which we notice a difference between two stimuli
Differential threshold examples
Just noticeable difference (jnd) - the minimum change in sensation necessary for person to detect it. (Cadbury’s bar examples - each bar is stimuli, so the difference between he 2)
Weber’s law - the stronger the initial sensory stimulus the greater the additional intensity needed for the second stimulus to be perceived as different
Attention
Degree to which consumers focus on stimuli during exposure; which typically depends on: personal specific factors and stimulus specific factors
Personal specific factors
Need/motivation
Attitude ls
Adaptation level
Attention span
Stimulus specific factors
Colour Movement Position of message Novelty Human attraction Participation
Interpreting stimuli
Gestalt psychology
People derive meaning from the totality of a set of stimuli rather than from any one individual stimulus
Creating meaning
Priming
Symbolic consumption
Polysemy
Priming
Where consumers assign meaning based on the set of beliefs held
Symbolic consumption
Where the meanings attached to the act of consuming the goods, for example trendiness, wealth, femininity etc
Polysemy
Where consumers project their own experiences and aspirations to assign meaning
The role of symbolism
Every message has 3 basic components Object Sign Interpretant Marlboro man advert 3 triangle diagram - Solomon
