Perception

Perception

1. perceptual selection

   • augmented reality
     • subliminal perception
       • attention
         • degree to which consumers focus on stimuli within their range of exposure
       • stimulus below the level of consumer awareness
         • subliminal messaging techniques such as embeds tiny figures inserted into magazines exert strong but unconscious influences on readers
     • media that combines a physical layer and digital layer to create a combined experience
       • web based AR - webcams
         • kiosk based AR
           • mobile AR - use view finder to access enhanced digital information
   • people only attend to only a small proportion of stimuli they are exposed to

2. perceptual vigilance - when you become aware of something as it fits to our current needs you notice car ads because you need to buy a car

   • perceptual defense - blocking out things you dont want to see - rotten lungs as a smoker for example
     • adaptation when you dont even notice a stimulus anymore as you are so used to it
       • factors that lead to adaptation include - intensity, duration, discrimination, exposure, relevance

3. stimulus selection factors

   • size, colour, position novelty

4. interpretation - deciding what things mean

   • meaning that you assign to sensory stimuli
     • through a process called priming certain properties of a stimulus are more likely to evoke a schema than others
       • semiotics - how customers interpret the meanings of symbols and signs
         • products have learned meanings and we rely on advertising to work out what those meanings are
           • charles sanders peirce - semiotician says every messages has an object sign and interpretant

5. the gestalt

   • a school of thought maintaining that people derive meaning from the totality of a set of stimuli rather than from any individual stimulus
     • the whole is greater than the sum of its parts
   • principle of closure
     • principle of similarity
       • figure ground principle
         • where one part dominates and others recede into the background your eye goes to a certain part
       • group hings that have similar physical characteristics true for companies with extended product lines who want to keep certain features similar so consumers recognise the brand
     • we perceive an incomplete picture as complete - we fill in the blanks based on prior experience