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What do you see?

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What do you see now?

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What colour comes to mind?

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So.what then is perception?

How we interpret stimuli

from the environment

Perception is how we

organise and give meaningto new information from the

environment

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Perceptual Process

We receive externalstimuli throughour five senses

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Information processing

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Exposure

Exposure occurs when a stimulus comeswithin range of someones sensory receptors

We can concentrate, ignore, or completely

miss stimuli Cadillacs 5 second ad-Cadillacs can go

from zero to 60 in less than 5 seconds

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Attention

Attention is the extent to which processing activity is devoted to aparticular stimulus

Consumers are often in a state of sensory overload

Marketers need to break through the clutter

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Factors Leading to Adaptation

Intensity Duration

Discrimination Exposure

Relevance

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Stimulus Selection Factors

We are more likely to notice stimuli that differfrom others around them

So, marketers can create contrast through:

Size Color Position Novelty

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Creating Contrast with Size

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Interpretation

Interpretation refers to the meaning weassign to sensory stimuli. Eg:-TOYOTA

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Perception theories that guide marketing

decisions

Absolute threshold

Lowest point that we perceive stimuli

Marketers need to break through the

clutter

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Perception theories that guide marketing

decisions

Webers concept of Just Noticeable Difference (JND) Just Noticeable Difference - the minimum level of

change to a stimulus that is required in order for

the change to be noticed

Webers law states: the stronger the initialstimulus, the greater the change required for the

stimulus to be seen as different

Some things you want your customers to notice -

e.g. specials, improvements Others you dont - changes in packaging, size,

price, etc.

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Perception theories that guide marketing

decisions

Selective exposure We dont notice everything!

We filter out unwanted information

Selective distortion

We add preconceived ideas or attitudes to interpret newinformation that enters the sensory store of the memory

Selective retention We remember information that we find meaningful and interesting

Selective attention We dont take in all the information around us

Marketers need to identify what their customers will noticeand pay attention to

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Perception theories that guide marketing

decisions

Stimulus generalisation When a conditioned response occurs to stimuli

that are similar to the conditioned stimulus

When you find it hard to tell the difference

between two stimuli - e.g. me-too products

Stimulus discrimination

Ability to see a distinct difference between stimuli

What marketers want to achieve from their

products

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Perception theories that guide marketing

decisions

The influence of colour on perception Colours have different meanings, which can vary from culture

to culture

What do these colours mean to you?

Blue

Red

White

Green

Choose colours carefully for advertising, signage and packagingas it can influence what they mean to your target audience

The influence of semantics on perception Words can have double meanings - choose them carefully

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Perception theories that guide marketing

decisions

Perceptual categorisation Personal constructs - we categorise

related information into sets in our mind

Applications for marketers Family branding

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Differential Threshold

The ability of a sensorysystem to detect changes

or differences between two

stimuli

Minimum difference betweentwo stimuli is the j.n.d. (just

noticeable difference)

Ex:if we made a package

smaller to cut our costs, wewould want to make the change

under the j.n.d. so that

customers did not notice that

they were getting less product

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Subliminal Perception

Subliminal perception occurs whenstimulus is below the level of the

consumers awareness.

Embeds: figures that are inserted intomagazine advertising by using high-speed

photography or airbrushing.

Subliminal auditory perception: sounds,music, or voice text inserted into

advertising

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Stimulus Organization

Gestalt : the whole is greater than the sum ofits parts

Closure: people perceive an incomplete

picture as complete

Similarity: consumers group together

objects that share similar physical

characteristics

Figure-ground: one part of the stimuluswill dominate (the figure) while the other

parts recede into the background (ground)

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What do you perceive?

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Application of the

Figure-Ground Principle

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