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PERCEPTION
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Definition The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world. Sensation Thought Perception
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Perception Process Sensation (Sensory Organs) AttentionInterpretation STIMULI. Vision. Hearing. Smell. Touch. Taste Exposure
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Sensory Receptors The human organs (eyes, ears, nose, mouth, skin) that receive sensory inputs.
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Sensory Receptors Human being and Adaptation: To maintain an equilibrium. Marketing and Senses. ColorsColors and Ads… Vision.Ads Importance of smells…what is the cost? (90 M$)smells Background Music Background Music and speaking rate. (mood, confidence and processing time). Touch…a persuasion tool. TasteTaste…important but not always the only variable. (Quaker Oats, Nabisco, Coke ).
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Sensory 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 difference Just 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 I = K
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Differential 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.remain below JND
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Attention Sensation Overload (3000 messages/jour, 163M coupons) Adaptation (panneaux publicitaires) To Get Attention = Key to Perception.
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Attention Characteristics of Attention – Attention Is Selective – Attention Can Be Divided – Attention Is Limited
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Methods 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
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Other Factors Influencing Attention External factors Intensity (volume during commercial break- colors) Size (size and attention in magazines) ContrastContrast. (Foreign Language, slogan). Repetition Movement Position.
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Internal Factors Motivation (relevant, Pleasant, Easy to process) Expectations. Status. Other Factors Influencing Attention
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ADAD Sample Samp ADSamp
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Interpretation 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
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Zeigernik Effect 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.
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Marketing and Perception Consumers’ defense mechanisms Selective Exposure. Perceptual Distorsion. Selective Attention. Perception versus Reality Maple Syrup. Beer.
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Subliminal Perception Threshold story. Efficient or not…? (Stairway to heaven, shoplifting). Role of the conditions.
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