PERCEPTIONPERCEPTION

DefinitionDefinition

The process by which an individual selects, The process by which an individual selects,

organizes, and interprets stimuli into a meaningful organizes, and interprets stimuli into a meaningful

and coherent picture of the world.and coherent picture of the world.

SensationThought

PerceptionPerception

Perception ProcessPerception Process

Sensation (Sensory Organs)

Attention Interpretation

STIMULISTIMULI. Vision. Hearing. Smell. Touch. Taste

Exposure

Sensory Sensory ReceptorsReceptors

The human organs (eyes, The human organs (eyes, ears, nose, mouth, skin) ears, nose, mouth, skin)

that receive sensory inputs.that receive sensory inputs.

Sensory ReceptorsSensory ReceptorsHuman being and Adaptation:

To maintain an equilibrium.

Marketing and Senses.

Colors and Ads… Vision.

Importance of smells…what is the cost? (90 M$)

Background Music and speaking rate. (mood, confidence and processing time).

Touch…a persuasion tool.

Taste…important but not always the only variable . (Quaker Oats, Nabisco, Coke ).

Sensory ThresholdSensory Threshold

Absolute Threshold.

Absolute threshold (limen): The lowest level of stimulation at which you can detect a difference between “something” and “nothing.”

Differential Threshold.

Ability of a sensory receptor to detect a difference between two stimuli or a change in a stimulus level.

Just noticeable differenceJust noticeable difference (j.n.d.): stimulation change required to result in detection of a change. This is usually a constant proportion (k) of the baseline intensity of the stimulus.(JND)

Weber Law

II

= K

Differential ThresholdsDifferential Thresholds

Application

Remain below JND for a negative change (size reduction, price increase)

Have noticeable changes but limites (new packaging, discount)

Examples: Hershey, coffee, Starkist Tuna (qty), P&G diapers (88 to 80), regular and limited changes in packaging to remain below JND.

AttentionAttention

Sensation Overload (3000 messages/jour, 163M coupons)

Adaptation (panneaux publicitaires)

To Get Attention = Key to Perception.

AttentionAttention

Characteristics of Attention

– Attention Is Selective– Attention Can Be Divided– Attention Is Limited

Methods of Enhancing AttentionMethods of Enhancing Attention Make the Stimuli:

– Personally Relevant – Pleasant

Using Attractive Models Using Music Using Humor

– Surprising Using Novelty Using Unexpectedness

– Easy to Process Prominent Stimuli Concrete Stimuli The Amount of Competing Information

Other Factors Influencing Other Factors Influencing AttentionAttention

External factors

Intensity (volume during commercial break- colors)

Size (size and attention in magazines)

Contrast. (Foreign Language, slogan).

Repetition

Movement

Position.

back

Internal Factors

Motivation (relevant, Pleasant, Easy to process)

Expectations.

Status.

Other Factors Influencing AttentionOther Factors Influencing Attention

AD SampleAD Sample

InterpretationInterpretation

Process through which an individuals gives meaning to a stimulus

Based on learning and categorization.

Role of Organization in Interpretation

Tendency to group stimuli and interpret them as a whole rather than individually (Gestalt).

Figure-Ground (contrast increases memory)

Grouping (proximity, continuity)

Closure

Zeigernik Zeigernik EffectEffect

A person beginning a task needs to complete it. When he or she is prevented from

doing so, a state of tension is created that manifests itself in improved memory for the

incomplete task.

Marketing and PerceptionMarketing and Perception

Consumers’ defense mechanisms

Selective Exposure.

Perceptual Distorsion.

Selective Attention.

Perception versus Reality

Maple Syrup.

Beer.

Subliminal PerceptionSubliminal Perception

Threshold story.

Efficient or not…? (Stairway to heaven, shoplifting).

Role of the conditions.