MKC2110 Lecture Notes - Lecture 3: Optical Illusion, Gestalt Psychology, Product Distribution
6 Jun 2018
School
Department
Course
Professor
WEEK 3 NOTES – COMMENCE 11.8.15
**PERCEPTION: Is the process by which an individual selects, organizes and
interprets information received from the environment. Based on us paying
attention to certain pieces of information – Active selection.
→ Process of determining the properties of stimuli using vision, hearing, taste,
smell and touch.
•
Perception is not a function of sensory input alone.
- Physical stimuli – sight, smell, touch, hearing, taste.
- Inherent predispositions – expectations, motives and learning.
•
Perception
- Select, organize and interpret.
STAGES IN PERCEPTION
•
Pre-attentive processing
Preconscious monitoring of all sensory channels for events that will require a
shift in attention. Only divert attention to sensory inputs that are personally
relevant. Constantly monitoring sensations.
•
Sensation/Attention
Attending to an object/event with one of five senses.
•
Organisation
Categorizing by matching sensed stimulus with similar object (or association set
or schema in memory).
•
Interpretation
Attaching meaning to stimulus, making judgments as to value and liking.
- Physical appearance
- Stereotypes
- Irrelevant cues
- First impression
- Jumping to conclusion
- Halo effect
FACTORS THAT SHAPE PERCEPTION
•
Stimulus characteristics
- The nature of the information from the environment.
- Sensory characteristics.
- Information content.
- E.g. Very loud/colourful/strong fragrance.
• Context – Environment within which stimuli received. Lots of
distractions means attention is diverted. Less attention to devote to new
stimuli.
• Customer characteristics – Personal knowledge and experiences,
including expertise and prior experience. – Impact later in the process.
Expectations – What we expect to see often becomes what we end up
seeing because of our expectations.
→Perceiving through vision
find more resources at oneclass.com
find more resources at oneclass.com
• Size and shape: Eye catching shapes contain more of a product. When
product or package size is changed, consumers are less sensitive when
the change involves only one dimension than when the change involves
all three dimensions.
• Lettering: Size and style of the lettering on a product or in an ad can
attract attention and support brand recognition and image.
• Image location on package: Where product images are located on a
package can influence consumers perceptions and preferences. Images
located near package top, on the left side, or top left add to the perception
of a product as lighter.
• Colour: A colour can be described according to hue, saturation, and
lightness.
• Effects of color on physiological responses and moods: Influence our
psychological responses and moods. Warm colours generally encourage
activity and excitement, whereas cool colours are more soothing and
relaxing.
• Color and liking: Have effect on consumers liking of a product.
Perceiving through hearing
Perceiving through taste
Perceiving through smell
Perceiving through touch
EXPOSURE
The process by which the consumer comes in physical contact with stimulus.
Marketing stimuli contain information about products or brands and other
offerings communicated by either marketer or by non-marketing sources.
Marketing stimuli: Information about offerings communicated either by the
marketer (such as ads) or by non-marketing sources. (Word of mouth)
• Occurs when a stimulus comes within range of our sensory receptor
nerves.
• Simply reflects the process by which a buyer comes into physical contact
with a stimulus.
- Consumer seeks information that will help achieve certain goals
→ Immediate
→ Long range
E.g. Washing machine blows up. Shift in focus to washing machine. Ads
will start to pop out because of relevance and need for washing
machine.
• Random exposure to stimuli
• Marketing stimuli
• Factors influencing exposure
- Position of an ad – first/last TV ad has most attention devotion.
First/last ad usually station promo. Smart stations change up the
order.
- Product distribution
- Shelf placement
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
**perception: is the process by which an individual selects, organizes and interprets information received from the environment. Process of determining the properties of stimuli using vision, hearing, taste, smell and touch. attention to certain pieces of information active selection. Physical stimuli sight, smell, touch, hearing, taste. Inherent predispositions expectations, motives and learning: perception is not a function of sensory input alone. Preconscious monitoring of all sensory channels for events that will require a shift in attention. Only divert attention to sensory inputs that are personally relevant. Attending to an object/event with one of five senses: organisation. Categorizing by matching sensed stimulus with similar object (or association set or schema in memory). Attaching meaning to stimulus, making judgments as to value and liking. The nature of the information from the environment. Less attention to devote to new stimuli: context environment within which stimuli received. Lots of: customer characteristics personal knowledge and experiences, including expertise and prior experience.
