5 Perception
ref: Michael R. Solomon (2014), Consumer Behavior 11/e. Global edition. Pearson.
Information Processing
Exposure Attention Interpretation memory purchases
Perception
Perceptual Process
We receive external stimuli through our five senses
• Subconscious judgment
about a product within 90
seconds
• 62 ~ 90 % of assessment
based on color alone
Colors
■ McDonalds -
■ Burger King -
■ Shin-Ramen -
■ Starbucks -
10 MIO bottles in the first 7 months $23 MIO in sales
Dunkin’ Donuts outlets near bus stops: Customer Visit 16% Sales 29%.
Sound
■ Audio watermarking
■ Sound symbolism
■ Phenomes
Threshold
■ Absolute threshold: the minimum amount of stimulation a person can detect on any given sensory channel
■ differential threshold: intensity difference needed for a person detect changes in or differences between two stimuli
■ j.n.d (just noticeable difference)
Subliminal Techniques
Stage 1: Exposure
■ Key Concepts
■ Sensory threshold
■ Psychophysics
■ Absolute threshold
■ Differential threshold
■ JND (just noticeable difference)
Selective Exposure
■ Zipping: Fast-forwarding through a commercial
■ Zapping: switching channels
■ muting
Voluntary Exposure
■ Infomercials
■ Permission-based marketing