Lecture 4

Lecture 4

1. DEFINITION: The process by which an induvidual selects, organises, and interprets stimuli into a meaningful and coherent picture of the world

   • Elements of Perception = Sensation, Absolute threshold, Differential threshold and Subliminal perception ----->

2. 1. SENSATION = The immediate and direct response of the sensatory organs to stimuli (any unit of input to any of the senses)

3. 2. ABSOLUTE THRESHOLD = The lowest level at which an induvidual can experience a sensation. It changed over time as consumers may get used to a certain ad.

4. 3. DIFFERENTIAL THRESHOLD = Minimal difference that can be detected between two similar stimuli.

   • Weber's Law = The j.n.d between two stimuli is not a fixed amount. It's an amount relative to the intensity of the first stimulus. The stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceieved as different.
     • Marketers need to determine the j.n.d for products so that negative changed are not readily disconcernible to the public AND so that product improvements are apparent to them.

5. 4. SUBLIMINAL PERCEPTION = Stimuli that are too weak or too brief to be conciously seen or heard (may be picked up by one or two receptor cells)

6. 1. SELECTION

   • PERCEPTUAL SELECTION = Selection depends upon three things
     • - Nature of the stimulus (Products design attributes, package design, brand name)
     • - Expectations (Based on familiarity, previous experience or expectations)
     • - Motives (Needs or wants for a product or service)
   • IMPORTANT CONCEPTS
     • 1. Selective Exposure = Consumers seek out messages that are pleasant, reassure them of good purchases, they can sympathize
     • 2. Selective Attention = Heightened awareness when stimuli meet their demands. Consumers then want different messages and medium.
     • 3. Perceptual Defence = Screening out of stimuli which are threatening
     • 4. Perceptual Blocking = Consumers avoid being bombarded by tuning out

7. 2. ORGANISATION

   • Figure and Ground = Organising perceptions into fig&ground relationships. Ground usually hazy, figure should be organised so noticed by stimuli
   • Grouping = Consumers grouping stimuli to form a unified impression or concept. Helps memory and recall
   • Closure = People have a need for closure and organise perceptions to form a complete picture. Filling in the pieces, incomplete messages are more remembered than complete.

8. 3. INTERPRETATION

   • Stereoyypes = People hold meanings related to stimuli
   • Physical Appearances = Positive attributes of people they know who resemble them
   • Descriptive Terms = Verbal messages reflect stereostypes
   • First Impressions = Lasting, perceiever is trying to determine which stimuli are relevant or important
   • Halo Effect = Consumers perceive and evaluate multple objects based on just one dimension. E.g clean waiting room = good dentist