exercise 2
Chapter 3: Perception
Dr. Jennifer Houston mar4503
sensation
In studying perception, we look at what marketers can add to the raw sensation's consumers experience to give them meaning
Marketers can influence the sensory inputs that consumers receive, and appeal to consumers across multiple senses
Sensory marketing can be used to create a competitive advantage
Sensation refers to the immediate response of our sensory receptors to basic stimuli such as light, color, sound, odor, and texture
Perception is the process by which people select, organize, and interpret these sensations
Sensation Marketing
Marketers communicate meaning via the visual channel through a products color, size, and styling
Colors have been linked to consumers emotional responses
Choosing an appealing color palette is a key issue in package design
Companies can develop a trade dress and color forecasts
Sensation Marketing
Odors can stir emotions or create a calming feeling
Fragrance cues are processed in the limbic system of our brains
Sensation marketing
Music and other sounds affect people’s feelings and behaviors
Corporations can create audio watermarks to establish a brands sound distinctiveness
Companies can benefit from sound symbolism, or the process by which the way a word sounds influences our assumptions about the attributes of a product
wewewe
Sensation marketing
The ability to incorporate the sense of touch has been important and profitable for companies
Technology has grown into a natural user interface, where users use touchscreens on virtually any type of technological device
Sensations that reach the skin can stimulate or relax us; we are haptic creatures who identify touch as an important sense to our experience with products
Buyers tend to want to touch objects before buying them
Encouraging shoppers to touch a product prompts consumers to imagine owning the product (the endowment effect)
Sensation marketing
Gastrophysics looks at how physics, chemistry, and perception influences how we experience what we taste
Some companies are developing an “electronic mouth” to test products prior to release
Augmented and virtual reality
Augmented reality refers to media that superimposes one or more digital layers of data, images, or video over a physical object (think Google Glass or PokemonGo)
Virtual reality technology in the consumer market drives the integration between physical sensations and digital information (think the Oculus)
The stages of perception
Our sensory threshold is what we are capable of perceiving from our environment
Our absolute threshold refers to the minimum amount of stimulation a person can detect on a given sensory channel
We also have a differential threshold, or an ability to detect changes or differences between two stimuli
The minimum difference we can detect between two stimuli is the just noticeable difference
Weber’s law says that the stronger an initial stimulus is, the greater a change must be for us to notice it
Stage One: Exposure
Exposure occurs when a stimulus comes within the range of someone’s sensory receptors
Consumers concentrate on some stimuli, are unaware of others, and even go out of their way to ignore some messages
Here’s a little psychology…
Before information even makes it into our working memory, we have a brief “pre-memory” system called sensory memory that holds information for a fraction of a second and allows for cognitive processing
Our sensory memory is a buffer system that lets us make decisions on how important a stimuli is and whether we should attend to it
How a stimulus is presented can drastically impact our ability to remember it
Information that is chunked together is easier to remember
The time it takes you to say something out loud impacts remembering
The amount of meaning a stimulus has can make us more likely to rehearse new information and in turn remember it
We have a working memory – it’s our short-term memory system (15-30 seconds) and it processes new stimuli
This is a limited capacity system, and we can only hold a certain number of stimuli in our working memory before our brain decides if we’re going to keep it, or toss it
Alan Baddeley & working memory
Baddeley is a memory psychologist that introduced the idea of subsystems in our working memory
There’s different subsystems for visual memory, auditory memory, semantics, and directing attention to multiple sources of competing information
Back to perception in marketing
Perception can be subliminal, and stimuli can be covertly embedded & perceived below the level of a consumes awareness
These are things that you may see or hear (and is processed by your working memory) that never make it into your conscious awareness
The stages of perception
If we look back at Baddeley’s model of working memory, the Central Executive is the part of the system that directs our cognitive resources and divides our attention to external stimuli
Overexposure to stimuli can cause sensory overload – more information comes in than we are able to process at once
As a society, we are becoming professional multitaskers, attending to multiple sources of media and stimuli at once
A marketer's job is to grab the attention of consumers by utilizing rich media messages that are just the right amount of attention-grabbing without overloading users
Stage Two: Attention
Attention refers to the extent to which processing activity is devoted to a particular stimulus
The stages of perception
How do marketers know when to market in order to get your attention at the right times?
A successful marketer catches a user’s attention in a time of perceptual vigilance – when a consumer is more likely to be aware of stimuli that relate to their current needs
On the flip side, a marketer should be cautious when consumers are in perceptual defense – seeing only the things they want, and ignoring other stimuli
Stage Two: Attention
Attention refers to the extent to which processing activity is devoted to a particular stimulus
The stages of perception
As unique as marketer’s attempt to be, consumers may adapt or habituate to a stimulus over time
Habituation can occur due to a stimuli’s:
Intensity – the less intense, the less impact
Discrimination – the simpler, the less memorable
Exposure – the more we see it, the less we care
Relevance – the less it relates to us, the less we care
Stage Two: Attention
Attention refers to the extent to which processing activity is devoted to a particular stimulus
The stages of perception
There are some tricks that marketers can use to make a stimuli stand out, or create contrast
The size of a stimulus in contrast to competing stimuli can make things more memorable
The color of a stimuli gives it a distinct identity
Stimuli that are positioned in a more noticeable way are going to be, well… more noticeable!
Novel stimuli that appear in unexpected ways tend to grab our attention
Stage Two: Attention
Attention refers to the extent to which processing activity is devoted to a particular stimulus
The stages of perception
Much like our friend Weber, a researcher named von Restorff found that we tend to remember things that “stand out like a sore thumb” – this is the von Restorff effect
Stage Two: Attention
Here’s a little more psychology…
The stages of perception
Gestalt psychology is a set of theories about how our brains relate incoming sensations to others already in our memory
When attending to stimuli, humans have some tendencies in how they organize incoming stimuli…
We operate by the closure principle – we tend to perceive incomplete pictures as complete, and fill in the blanks ourselves
We operate by the similarity principle – we group objects that share similar physical characteristics
We see stimuli based on the figure-ground principle – some stimulus will be dominant and other parts will recede to the background
Stage Three: interpretation
We assign different meaning to different sensory stimuli
The stages of perception
Another way of understanding how consumers interpret the meanings of symbols is semiotics – a discipline that studies the correspondence between signs and symbols and their roles in how we assign meaning
According to semiotics, every marketing message has three basic components:
The object – the product in the focus of the message
The sign – sensory images like icons, indexes, symbols, emojis
The interpretant – the meaning we derive from the sign
Stage Three: interpretation
We assign different meaning to different sensory stimuli
The stages of perception
Marketers can use perceptual positioning to influence the interpretation of a stimulus
Cater to a certain lifestyle
Establish price leadership
Define a products attributes
Cater to a certain social class
Position yourself against competitors
Define occasions for using your product
Target users in ideal demographics
Emphasize your quality
Stage Three: interpretation
We assign different meaning to different sensory stimuli
.MsftOfcThm_Accent4_lumMod_75_Fill_v2 { fill:#318B71; }
.MsftOfcThm_Accent4_Fill_v2 { fill:#42BA97; }
.MsftOfcThm_Accent2_lumMod_75_Fill_v2 { fill:#1D6295; }
.MsftOfcThm_Accent4_lumMod_40_lumOff_60_Fill_v2 { fill:#B3E4D6; }
.MsftOfcThm_Accent1_lumMod_60_lumOff_40_Fill_v2 { fill:#77CEEF; }