Flashcards
Perception
Cards in this deck (25)
- 1Why discussed? 4-marketers want consumer to perceive brand as part of their world
- place psychological and practical benefits of the brand into the foreground
- impossible to build knowledge and learning about a brand without perception
- perceptions change between people and situation → everyone own perception - 2Perception Definition 2process of converting sensory input into an understanding of how the world works
process by which an individual selects, organises, and interprets stimuli into a meaningful and coherent picture of the world: how we see the world around us - 3Elements of Perception 7- Definition
- Process involves combining many different sensory inputs, and the overall result is complex to analyse
- Humans have more than 5 senses → each sense feeding infos to brain constantly → overload → brain selects
- Absolute Threshold
- Differential Threshold
- Weber's Law
- Subliminal Perception - 4Human senses 8touch, taste, smell, sight, hearing, direction, balance, clear knowledge of which way is down and so forth
- 5Absolute Thresholdlowest level at which an individual can experience a sensation
- 6Differential Thresholdminimal difference that can be detected between two similar stimuli
- 7Weber's Lawthe Just Noticeable Difference (JND) (dependent upon intensity of first stimulus)
- 8Subliminal perceptiontoo weak or brief to be consciously seen or heard
- 9Subliminal advertising 2- Theory: brief exposure to a message would cause people to experience a sudden desire
- message appeared and disappeared much to quickly for the input selector mechanism to operate - 10Differential variance and JND for Marketers 2- marketers try to minimise impact of negative changes → Toblerone failed
- improvements should be 'very discernible' - 11Warr and Knapper, 1968 Six components of perception to create a world view1. Stimulus: object being perceived
2. Input Sector: mechanism by which the individual selects cues from the stimulus and assigns a meaning to each one
3. Processing Centre: influenced by 4.
4. Consumer's current state
5. Consumer's stable characteristics
6. Response - 12World-views are affected by / perceptual mapping1. Subjectivity: Judging everything form a personal viewpoint
2. Categorisation: pigeonholing of information in order to prejudge events and products
3. Selectivity: part of perception that deals with rejecting unnecessary stimuli
4. Expectations: existing information and attributes that cause people to interpret later information in a specific way
5. Law of Primacy: first experience affect the interpretation of later experiences - 13Perceptual Selection- stimuli depending upon: consumers' previous experience, consumers' motives
- selection depends upon: nature of stimulus (instincts, drives, motives, goals), Expectations, Motives
- Selective Exposure
- Selective Attention
- Perceptual Defence
- Perceptual Blocking - 14Selective ExposureSeeking messages that are pleasant, sympathetic, reassuring
- 15Selective AttentionStimuli that meet their needs (distraction) or preference to Adwords message over TV ad
- 16Perceptual DefenceIgnoring or screening out any stimuli that are threatening
- 17Perceptual BlockingAvoidance of bombardment, turning out or choosing different consumption patterns
- 18Perceptual Organisation- Figure and Ground
- Grouping (proximity, similarity, continuity, connectedness)
- Closure (Connectedness) - 19Figure and Groundfundamental fore recognising objects from vision → marketers use so that figure is noted
- 20GroupingSenses group our stimuli to formed and unified impressions or concepts, helping our memory and recall
- 21Proximity Similarity Continuity Connectednessgroup nearby images together
group images that appear similar
recognise continuous patterns
spots, lines, areas are seen as a unit when connected - 22Closure (connectedness)we ignore gaps and complete the incomplete image
- 23Perceptual Distortion- physical appearances and model selection
- stereotypes influence how stimuli are perceived
- jumping to conclusions, we anchor prior to understanding all the information
- first impressions impact the JND and what consumers associate as important - 24Perception and Marketing- Positioning
- Companies need to find an 'unowned' position
- some products are positioned against a specific benefit - 25PositioningEstablishing a specific image for the brand in the consumer's mind (differentiated from competing brands, product fulfils consumer's needs; distinctive, positive brand image)
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- Flashcards on Perception, created by Jill Amend on 15/01/2019.
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- Jill Amend
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