PERCEPTION

1. PERCEPTION

2. Sensation Thought Perception Definition The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world.

3. Exposure STIMULI . Vision . Hearing . Smell . Touch . Taste Attention Interpretation Perception Process Sensation (Sensory Organs)

4. Sensory Receptors The human organs (eyes, ears, nose, mouth, skin) that receive sensory inputs.

5. Human being and Adaptation: To maintain an equilibrium. Taste…important but not always the only variable . (Quaker Oats, Nabisco, Coke ). Marketing and Senses. Colors and Ads… Vision. Background Music and speaking rate. (mood, confidence and processing time). Importance of smells…what is the cost? (90 M$) Touch…a persuasion tool. Sensory Receptors

7. Absolute Threshold. Absolute threshold (limen): The lowest level of stimulation at which you can detect a difference between “something” and “nothing.” Ability of a sensory receptor to detect a difference between two stimuli or a change in a stimulus level. Just noticeable difference (j.n.d.): stimulation change required to result in detection of a change. This is usually a constant proportion (k) of the baseline intensity of the stimulus.(JND) Differential Threshold. Weber Law I = K I Sensory Threshold

8. Remain below JND for a negative change (size reduction, price increase) Have noticeable changes but limites (new packaging, discount) Application Examples: Hershey, coffee, Starkist Tuna (qty), P&G diapers (88 to 80), regular and limited changes in packaging to remain below JND. Differential Thresholds

10. Sensation Overload (3000 messages/jour, 163M coupons) Adaptation (panneaux publicitaires) To Get Attention = Key to Perception. Attention

11. Attention • Characteristics of Attention • Attention Is Selective • Attention Can Be Divided • Attention Is Limited

12. Methods of Enhancing Attention • Make the Stimuli: • Personally Relevant • Pleasant • Using Attractive Models • Using Music • Using Humor • Surprising • Using Novelty • Using Unexpectedness • Easy to Process • Prominent Stimuli • Concrete Stimuli • The Amount of Competing Information

13. Movement Position. Contrast. (Foreign Language, slogan). External factors Repetition Intensity (volume during commercial break- colors) Size (size and attention in magazines) Other Factors Influencing Attention

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17. Status. Internal Factors Motivation (relevant, Pleasant, Easy to process) Expectations. Other Factors Influencing Attention

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19. Process through which an individuals gives meaning to a stimulus Based on learning and categorization. Tendency to group stimuli and interpret them as a whole rather than individually (Gestalt). Figure-Ground (contrast increases memory) Role of Organization in Interpretation Grouping (proximity, continuity) Closure Interpretation

20. Zeigernik Effect A person beginning a task needs to complete it. When he or she is prevented from doing so, a state of tension is created that manifests itself in improved memory for the incomplete task.

21. Consumers’ defense mechanisms Selective Exposure. Selective Attention. Perceptual Distorsion. Perception versus Reality Maple Syrup. Beer. Marketing and Perception

22. Threshold story. Efficient or not…? (Stairway to heaven, shoplifting). Role of the conditions. Subliminal Perception