1. Chapter 2 PERCEPTION

2. PERCEPTUAL PROCESS Sensory Stimuli Sights. Eyes Sounds Ears
Smells Nose
Taste Mouth
Textures  Skin
Exposure
Attention
Interpretation
Sensory Stimuli Sensory Receptors

3. Sensory Marketing
Hedonic Consumption :The multisensory, fantasy, and emotional aspects of consumers’ interactions with products.
Sensory Marketing : Emphasizes impact of sensations on product experiences.

4. THE FIVE SENSES ADDITIONAL SENSES VISION HEARING TASTE SMELL TOUCH
Sense organs in the muscles and joints tell about position of limbs and state of tension in the muscles.
Vestibular (spatial) sense informs us about movement and stationery positions  the key sense to maintain balance.

5. VISION Stimulus – sensation in Vision. 1. Hue (Color)
 Wavelength of light
The color wheel. Any two colors that are opposite to each other are complementaries; this means that combining them produces gray or white. Thus, when red is mixed with its opposite we see a grayish-white color. The number on the spokes of the wheel are wavelengths measured in nanometers. Spectral colors are shown in their natural order, but not at uniform intervals by wavelengths because of space limitations. The nonspectral reds and purples are also shown
Mixing blue, green, red  possible to make every color in the spectrum

6. After image of visual perception
Visual impression that persists after removal of the stimulus that originally caused it.
The phenomenon of after-images can be demonstrated with this reverse American flag. Rest your eyes for a few minutes and then stare intently at the lower right-hand star in transfer your gaze to a white surface, such as a blank sheet of paper. You should see an American flag in its correct colors – blue instead of yellow, red instead of green, and white instead of black.

7. COLOR BLINDNESS Monochromat Dichromat Trichromat
Totally color blind. The world is seen in shades of grey, like in black and white TV.
Dichromat
Red-green blind. They cannot see the colors red and green.
Trichromat
Normal color vision

8. 2. Brightness
Intensity of light stimulus is major determinant of brightness sensation.
Black white
3. Form
Patterns of energy projected on the eye.
Some parts are darker some are lighter makes the shape in the brain.

9. PERCEPTION
Perception is to translate raw sensory information into meaningful patterns.
When sensory information is incomplete, we tend to create a complete perception by supplying the missing details.
When sensory information is incomplete, we tend to create a complete perception by supplying the missing details. In this figure, we fill in the lines that let us perceive a white triangle in the center of the pattern
Knowing beforehand that the black blotches in this figure represent a person riding a horse changes our perception of it.

10. Perceptual Organization
Gestalt Psychology
To study perception in terms of total/whole, form or pattern perception.
The brain creates a coherent perceptual experience that is more than simply the sum of the available sensory information.
Gestalt Psychology studies
Figure-Ground
Perceptual constancies
1. Figure - Ground
Figure : object perceived to stand apart from the background.
Ground : Background against which the figures appear.
One important part of the perceptual process is to distinguish figures from the ground.

12. 2. Perceptual Constancy
Tendency to perceive objects as stable and unchanging despite changes in sensory stimulation.
Once we have formed a stable perception of an object, we can recognize it from almost any position, at almost any distance, under almost any illumination.
Example :
A white house is perceived as a white house by day or by night. From any angle, we perceive it as the same house.
Size constancy
Shape constancy
Brightness constancy
Color constancy

13. Gestalt principles of perceptual organization.

14. Experience leads you to use certain perceptual cues to recognize facial expressions, and the upside-down picture looks normal. Those same cues cause the rightside-up picture to look grossly distorted.

15. Examples of shape constancy
Examples of shape constancy. Even through the image of the door on the retina changes greatly as the door opens, we still perceive the door as being rectangular.

16. OBSERVER CHARACTERISTICS
Perceptual experiences depend on past experience and learning, and other variables :
1. Motivation :
Example :
Ambiguous pictures
People who are hungry tend to see food
People who are in love tend to see romance
Positive thinking
Negative thinking
2. Expectation :
Preconceptions about what we are supposed to perceive can also influence perception PARIS
IN THE
THE SPRING

17. 3. Cognitive style
General methods of processing sense stimulation.
Field dependent approach :
Perceives as whole
Car : body, model, color.
Field independent approach
Perceives elements of the whole.
Car : front shape, bumper shape,tyres
4. Cultural Background
Style of language
Style of behavior

18. ESP – EXTRA SENSORY PERCEPTION
Clairvoyance
Awareness of unknown objects or events.
Telepathy
Knowledge of someone else’s thoughts or feelings.
Precognition
Foreknowledge of future events.

19. Assignment
Give an example of an ad which plays on the visual perception.
Given an example of an ad which plays on the audio perception.