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Perception

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Perception Perception is Reality Are The Center Circles the Same Size? Are the Purple Lines Bent or Straight? A Sax Player or a Woman s Face? – PowerPoint PPT presentation

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Title: Perception


1
Chapter 2
  • Perception

2
Perception is Reality
Louis Cheskin
3
Are The Center Circles the Same Size?
4
Are the Purple Lines Bent or Straight?
5
A Sax Player or a Womans Face?
6
Sensation and Perception
  • Sensation
  • Refers to the immediate response of our sensory
    receptors (eyes, ears, nose, mouth, fingers) to
    such basic stimuli as light, color, and sound.
  • Perception
  • Process by which these sensations are selected,
    organized, and interpreted.
  • People only process a small amount of information
    (stimuli).
  • An even smaller amount is attended to and given
    meaning.

7
The Perception Process
Sensation
Exposure
Attention
Interpretation
STIMULI or SENSORY INPUTS
Meaning
Response
Perception
8
Sensory Systems
Vision
Smell
  • Visual Elements in Advertising,
  • Store Design and Packaging.

Sound
  • Odors Can Stir Emotions or Create
  • Feelings Such as Happiness/ Hunger.

Touch
  • Research Has Analyzed Effects of
    Background Music Speaking Rates

Taste
  • Shown to Be a Factor in Sales Interactions.
  • Ethnicity Affects Taste Preferences.

9
Exposure
  • Degree to which people notice a stimulus that is
    within range of their sensory receptors.
  • Consumers
  • Concentrate on some stimuli,
  • Are unaware of others,
  • Even go out of their way to ignore some messages.
  • Pychophysics - Science that focuses on how the
    physical environment is integrated into our
    personal, subjective world.

10
Sensory Thresholds
Lowest Intensity of a Stimulus That Consumers are
Capable of Perceiving
Differential Threshold refers to the ability of a
sensory system to detect changes or differences
between two stimuli. (j.n.d.-Just Noticeable
Difference Webers Law)
Absolute Threshold refers to the minimum amount
of stimulation that can be detected on a sensory
channel. Marketing Stimuli
11
(No Transcript)
12
Subliminal Perception
Auditory Messages Messages on Sound Recordings
Low-Level Auditory Stimulation Threshold Messaging
13
Does Subliminal Perception Work?
Threshold Differences
Distance and Position Control
Influence of Subliminal Messages
Viewing Attention Control
Generalized Effect
14
Attention
  • Refers to the extent to which processing activity
    is devoted to a particular stimulus.
  • Consumers often suffer Sensory Overload, exposure
    to far more information than they are capable of
    or willing to process.
  • Example More than 6000 TV commercials are run
    each week.

15
Perceptual Selection
Experience Result of Acquiring Information Over
Time
Perceptual Filters Past Experiences Influences
What We Decide to Process
Perceptual Selection Means that People Pay
Attention to Only a Small Portion of Stimuli to
Which They Are Exposed. How do Consumers
Choose What to Pay Attention To?
Adaptation
Perceptual Defense
Perceptual Vigilance
16
Intensity
Adaptation
Relevance
Duration
Factors Leading to Adaptation
Discrimination
Exposure
17
Perceptual Selection
How do Consumers Choose What to Pay Attention
To? Stimulus Selection Factors
Size
Color
Position
Create Contrast so That Stimuli is More Likely to
Be Noticed. Remember Webers
Law.
Novelty
18
Interpretation
  • Refers to the meaning that we assign to sensory
    stimuli.
  • Consumers assign meaning to stimuli based on
    Schema, or set of beliefs, to which the stimuli
    is assigned.
  • The schema will determine what criteria will be
    used to evaluate the
  • product,
  • package,
  • message.

19
Interpretation
  • Semiotics The Symbols Around Us
  • The study of how consumers interpret the meanings
    of symbols
  • Object
  • Sign
  • Interpretant

20
Semiotics
21
Stimulus Organization
The Gestalt Perspective (Summarized as The Whole
is Greater Than the Sum of Its Parts) Provides
Several Principles Relating to the Way Stimuli
Are Organized
Principle of Similarity Consumers Tend to Group
Objects That Share Similar Physical
Characteristics.
Closure Principle People Tend to Perceive an
Incomplete Picture as Whole.
Figure-Ground Principle One Part of the Stimulus
Will Dominate (the Figure) While Other Parts
Recede Into the Backdrop (the Ground)
22
Perceptual Positioning
Quality
Lifestyle
Positioning Strategy Uses Elements of the
Marketing Mix to Influence the Consumers
Interpretation of Its Meaning.
Users
Price Leadership
Attributes
Occasions
Positioning Dimensions
Product Class
Competitors
23
Repositioning
Current Brand is Cannibalizing Other Brands in
Product Line.
Repositioning Occurs When a Brands Original
Market Position is Modified Because
Too Many Competitors Are Stressing the Same
Attribute.
Original Market Evaporates or Is Unreceptive to
the Offering.
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