PERCEPTION. Definition The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world.

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Presentation transcript:

PERCEPTION

Definition The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world. Sensation Thought Perception

Perception Process Sensation (Sensory Organs) AttentionInterpretation STIMULI. Vision. Hearing. Smell. Touch. Taste Exposure

Sensory Receptors The human organs (eyes, ears, nose, mouth, skin) that receive sensory inputs.

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 ).

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 II I = K

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

Attention Sensation Overload (3000 messages/jour, 163M coupons) Adaptation (panneaux publicitaires) To Get Attention = Key to Perception.

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

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

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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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

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.

Marketing and Perception Consumers’ defense mechanisms Selective Exposure. Perceptual Distorsion. Selective Attention. Perception versus Reality Maple Syrup. Beer.

Subliminal Perception Threshold story. Efficient or not…? (Stairway to heaven, shoplifting). Role of the conditions.