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46 Cards in this Set
- Front
- Back
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Perception |
The process that transforms raw stimuli into meaning (sensations are selected organized and interpreted) |
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Stages in the perception process |
- Exposure - Attention - Interpretation |
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Steps in the perception process |
- Primitive categorization - Cue check - Confirmation check - Confirmation competion |
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Primitive categorization |
Basic characteristics of a stimulus are isolated |
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Cue check |
Characteristics are analysed un preparation for the selection of a schema |
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Confirmation check |
The schema is selected |
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Confirmation completion |
Decision is made as what the stimulus is |
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Primitive categorization example |
Male consumer feels he needs to bolster his image so he chooses aftershave |
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Cue check example |
Everyone has different types of aftershave "mysterious" "fancy". We use certain cues, as the color of the bottle to decide where a particular cologne fits (in what schema). |
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Confirmation check example |
The consumer might decidethe brand falls into the mysterious schema |
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Confirmation completion |
The consumer decides he has made the right choice, then reinforces the decision by considering the color of the bottle and the interesting name of the aftershave. |
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The perceptual map |
By identifying the important dimensions and then asking consumers to place the brand we can see product alternatives consumers see and opportunities |
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Threshold of perception |
What a person can receive as stimuli is within the range of someone's sensory receptors. |
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Absolute threshold |
The minimum amount of stimulation that can be detected ib a sensory channel |
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Differential threshold |
The ability of a sensory system to detect changes or differences between two stimuli |
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JND (just noticeable difference) |
If you update the package periodically, the small changes might not be noticed at the time |
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Weber's Law |
The greater the initial stimulus the greater the change must be in order for it to be noticed |
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Perceptual selectivity |
When people attend to only a small portion of the stimuli that they are exposed to |
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Audio watermarking |
A trick used by composers and producers to weave a sound motive into a piece of music |
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Sound symbolism |
The process by which the way a word sounds influences our assumptions about what it describes and attributes, such as size |
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Psychophysics |
The science that focuses on how the physical environment is integrated into our personal, subjective world. By understanding some of the physical laws the knowledge can be translated into a marketing strategy. |
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Augmented reality |
- Web-based AR - Kiosk - based AR - Mobile AR |
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Web-based AR |
These techniques use your PC and webcam to offer an enhanced experiece, often via a marker, image or through motion caption |
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Kiosk-based AR |
This is similar to web-based AR, but you can often find more powerful applications that use 3D or facial tracking |
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Mobile AR |
These applications use the viewfinder on a mobile phone to access enhanced digital information |
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Attention |
The extento to which processing an activity is devoted to a particular stimulus |
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Attention depends on: |
- Stimuli - Recipient |
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Sensory overload |
Consumers receive more information that what they can process therefore they have to break through the clutter |
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Principles of perceptual organization |
- Closure - Similarity - Figure-ground relationships |
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Types of selection |
- Personal selection - Stimulus selection |
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Personal selection |
- Experience - Perceptual filters - Adaptation |
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Personal selection: - Experience - Perceptual filters - Adaptation |
Result of acquiring and processing simulation over time. It helps determine how much exposure to a particular stimulus a person accepts. |
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Personal selection: - Experience - Perceptual filters - ??? - Adaptation |
- P. vigilance - P. defense |
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Personal selection - Experience - P. vigilance |
Consumers are more likely to be aware of stimuli that relate to their current needs. A consumer who rarely notices cars will become more aware when they want to buy a new car. |
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Personal selection - Experience - P. defense |
We see what we cant to see. If a stimulus is threatening in some way, we might not process it, or we might distort the meaning so that it becomes more acceptable |
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Personal selection: - Experience - Perceptual filters - Adaptation |
The degree to wich consumers continue to notice a stimulus over time. This process occurs when the consumer is no longer paying attention to a stimulus because it is so familiar. A consumer can "habituate" and require increasingly stronger doses of a stimuli to notice it |
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Factors leading to adaptation |
- Intensity - Duration - Exposure - Discrimination - Relevance |
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Stimulus selection |
- Contrast - Size - Color - Position - Novelty |
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Golden Triangle |
It illustrates how our eyes see websites |
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Gestalt |
Interpret the meaning of a set of stimuli rather than individual stimuli |
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Priming |
Certain properties of a stimulus evoke a shema. This leads us to compare the stimulus to a similar one. |
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Subliminal techniques |
- Embeds - Subliminal autidory perception |
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Embeds |
Figures that are inserted into magazine advertising by using high speed photography airbrushing |
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Subliminal auditory perception |
Sounds, music, or voice text inserted into advertising |
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Semiotics |
The field of sembiotics helps us to understand how marketers use symbols to create meaning |
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Semiotics diagram |
- Object - Sign - Interpretant |
