Perception, Learning & Memory

People undergo stages of information processing in which stimuli are input and stored. We do not passively process whatever information happens to be present.
1. SENSATION: Refers to the immediate response of our sensory receptors, to basic stimuli as light, colour and sound.
2. PERCEPTION - Is the process by which these stimuli are selected, organised and interpreted.
3. We process raw data
SENSORY SYSTEMS
1. VISION
  1. Marketers rely heavily on visual elements in advertising, store design and packaging.
  2. They communicate meaning on the visual channel through a product's colour, size and styling.
  3. COLOUR provokes emotion
    1. Reactions to colour are BIOLOGICAL and CULTURAL
    2. RED - Creates feelings of arousal and stimulate appetite. BLUE - Creates more relaxed feelings.
    3. TRADE DRESS - Colours associated with specific companies.
      1. Advertising, Packaging and Store Fronts
        Coca-Cola = Red Facebook = Blue
2. SCENTS AND SMELLS
  1. ODOURS create mood & promote memories.
    1. Can either stir emotions or create a calming feeling. People who are exposed to chocolate and the flowery odour are more likely to spend time processing the product information.
    2. Spawned new products. [Glade]
    3. Marketers use scents for: Inside Products, In promotions and Scent marketing is a form of sensory marketing that we may see in lingerie, detergents, and more.
3. TOUCH
  1. Haptic Senses - or "touch" - are the most basic of senses; we learn this before vision and smell.
    1. Affect product experience and judgement.
      1. Touching a product for 30 seconds or less means we are more likely to be more attached to a product. In turn boosts what they are willing to pay for it.
4. TASTE
  1. Sensory analysis is used to account for the human perception of sensory product qualities.
  2. Food companies go to great lengths to ensure that their products taste as they should.
  3. Cultural changes determine desirable tastes.
5. SOUND
  1. PHONEMES: Individual sounds that might be more or less preferred by consumers.
    1. High Tempo - More stimulation Slower Tempo - More relaxng
    2. Many aspects of sound affects people's feeing and behaviours. [One British company stresses the importance of the sound a packaging makes when opened].
    3. TIME COMPRESSION - A techniques used by broadcasters to manipulate perceptions of sound. It is a way to pack more information into a limited time by speeding up an announcer's voice in commercials.
      1. The speaking rate is typically accelerated to about 120 to 130% of normal. [Most fail to notice this effect].
EXPOSURE
1. When a stimulus comes within range of someone's sensory receptors.
2. SENSORY THRESHOLDS
  1. The ABSOLUTE threshold - The minimum amount of stimulation a person can detect on any given sensory channel.
  2. The DIFFERENT threshold - The ability of a sensory to detect changes in or difference between two stimuli.
  3. JUST NOTICEABLE DIFFERENCES (JND) - The minimum change in a stimulus that can be detected. [Subtle Change, Brand still noticeable]. Pepsi prime example.
  4. WEBER'S LAW - The amount of change that is necessary to be noticed is related to the original intensity of the stimulus.
    1. More likely to notice a 50p price rise in a chocolate bar than on a car.
SUBLIMINAL TECHNIQUES
1. Most marketers want to create messages above consumers' thresholds so people will notice them.
2. SUBLIMINAL TECHNIQUE - Refers to a stimulus below the level of the consumer's awareness.
3. EMBEDS - Figures that are inserted into magazine advertising by using high-speed photography or airbrushing.
4. SUBLIMINAL AUDITORY PERCEPTION - Sounds, music, or voice text inserted into advertising.
5. Hiding words and images within the picture to attract to the unconscious state of the mind. It can be unethical, could be used in a positive way (Stop smoking, No drinking and driving).
Attention
1. The extent to which processing activity is devoted to a particular stimulus.
2. SENSORY OVERLOAD - Where they are exposed to far more information that they can process.
3. Average adults are exposed to abut 3,500 pieces of advertising information every single day - up from 560 per day 30 years agao.
  1. Marketers are becoming more creative. Apple, Nike, Gap etc, have created a more visual identity with their television ads.
4. GETTING CONSUMERS' ATTENTION
  1. Consumers are more likely to be aware of stimuli that relate to their current needs (Known as perceptual Vigilance)
  2. Perceptual Defence - People see what they want to see - and don't see what they don't want to see.
    1. If a stimulus is threatening to us in some way, we may not process it - or we may distort the meaning so that it's more acceptable. [A heavy smoker will block out facts and images about lung cancer.
  3. ADAPTATION - The degree to which consumers continue to notice a stimulus over time. The process of adaption occurs when consumers no longer pay attention to a stimulus because it is so familiar.
    1. Factors Leading to Adaptation
      1. INTENSITY - Less-intense stimuli (e.g soft sound or dim colours) habituate because they have less sensory impact.
      2. DURATION - Stimuli that require relatively lengthy exposure in order to be processed habituate because they require a long attention span. Therefore, marketers use short ads as people have limited attention span.
      3. DISCRIMINATION - Simple stimuli habituate because they do not require attention to detail. Use stand out packaging.
      4. EXPOSURE - Frequently encountered stimuli habituate as the rate of exposure increases. Do not want to over expose.
      5. EXPOSURE - Frequently encountered stimuli habituate as the rate of exposure increases. Do not want to over expose.
      6. RELEVANCE - Stimuli that are irrelevant or un-important habituate because they fail to attract attention.
  4. PERCEPTUAL VIGILANCE - Things we are interested in
INTERPRETATION - Refers to the meaning we assign to sensory stimuli. Just as people differ in terms of the stimuli that they perceive, the eventual assignments of meanings to these stimuli varies as well.
1. The intended meaning may be literal
2. The meaning may be indexical, it relies on shared characteristics.
PERCEPTUAL POSITION
1. Brand Perceptions = functional attributes + symbolic attributes.
2. PERCEPTUAL MAP - Map of where brands are perceived in consumers' minds.

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	Created by Crogers about 11 years ago