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Perceptions
Karten in diesem Stapel (20)
- 1What is consumer perception?'The process whereby stimuli are perceived and interpreted by the individual and translated into a response'
(Engel et al., 1986) - 2Sensory preferencesThe sights, sounds, tastes, smells and feelings that people like over other sensations. They are the important part of hedonic consumption (e.g. Marmite have then based their identity upon the difference in perception that consumers have of their products and the sensory preferences associated with the brand)
- 3The perceptual process...Companies are paying more attention to the impact of sensations on our product experiences. The perceptual process is influenced by sensory thresholds, physical limits on attention, voluntary and involuntary selectivity and personal and situational factors.
- 4Sensory Marketing- VISION: Use of colour (packaging etc.)
- SOUND: Fast music instore, fast shopping
- TOUCH: Not too researched. Consumers like to touch fabric, problem for online...
- TASTE: Blind taste tests show importance of brand image...
- SMELL: Aroma (synthetic or real) os bread - 5Hedonic ConsumptionMulti-sensory, fantasy and emotions
- 6Sensory ThresholdsSensations:
- The absolute threshold: As exposure to the stimulus increases, we notice less. It's the minimum amount of stimulation that we can detect on any given channel.
- The differential threshold: The Just Noticeable Difference (JND) - 7Subliminal Advertising- 2/3 of people believe in subliminal advertising (even though no evidence to show it works)
- Most things people think of as subliminal are not - they're in full view and waiting attention - they are within perceptual range - 8Why might subliminal advertising not work?We don't all have the same threshold levels
- 9What influences our perceptual selection?- Expectations
- Motives
- Imagery (historical/fantasy)
- Perceptual filters: selective exposure; selective attention; perceptual defence; blocking - 10How might companies get over our blocks and drive attention?Size. Colour. Position. Novelty.
e.g. America loved the 1960s Volkswagen Beetle adverts - in an age of blustery pitches glorifying size, power and prestige, the VB was the calm voice for a different set of values. Plus, it made you smile. They were funny. 'Live below your means', 'Think small' - 11SCHEMASOrganised collections of beliefs and feelings (and priming certain properties of a stimulus evoke schema)
- 12The role of symbolism in interpretation- We interpret meaning in the light of our interpretation of symbols
- Signs/symbols are understood through semiotics
- Object, sign (signifier) and interpretant (signified) - 13Perceptual Organisation- People do not perceive a single stimulus in isolation
- The Gestalt: 'The whole is greater than the sum of its parts'
- 3 of the most basic principles of perceptual organisation are: Closure, figure and ground, grouping - 14Perceptual organisation: 'Closure'If a pattern is incomplete we consciously or subconsciously fill in the pieces. The act of completion serves to involve the consumer more deeply. Also used with music.
- 15Perceptual organisation: 'Figure & Ground'People have to determine what aspects of stimuli they should focus on. People tend to place important stimuli in the foreground and move less important stimuli to the background. 'Figure-ground' relationships can influence how something is interpreted. You can't see both images at the same time.... Advertisers have to plan their adverts to make sure the stimulus they want noticed is seen as the figure and not the ground!
- 16Perceptual organisation: 'Grouping'Individuals tends to group stimuli so that they form a unified picture of impression. Facilitates the memory and recall.
- 17Perceptual positioningProduct positioning: A distinctive brand image on which consumers rely when making product choices
Product re-positioning: In response to market. In response to changing consumer preferences. - 18Perceived risksFUNCTIONAL RISK (product won't perform)
PHYSICAL RISK (the self or others)
FINANCIAL RISK (product not worth cost)
SOCIAL RISK (embarrassment)
PSYCHOLOGICAL RISK
TIME RISK - 19Ethics + consumer perceptionRelates to how marketers use the knowledge of perception to manipulate consumers...
Blue distinctions between figure and ground (i.e. product placements; embedded ads in news content). Manipulation through physical settings (e.g. cold supermarkets increases hunger). Reinforcing undesirable stereotypes. - 20Dynamics of perceptionWhat we subconsciously add to or subtract from raw sensory inputs to produce our own private picture of the world. There are 2 types of inputs: Physical stimuli and previous experience. Individuals are very selective as to which stimuli they recognise. They give meaning to the stimuli depending on their needs, expectations and experiences (SELECTION, ORGANISATION AND INTERPRETATION)
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- Beschreibung
- Consumer Behaviour Karteikarten am Perceptions, erstellt von Abigail Cullis am 26/07/2016.
- Erstellt von
- Abigail Cullis · Jul 2016
- Aktualisiert
- 6 Nov 2016
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- 1
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