MARK217 Lecture Notes - Lecture 5: Neural Adaptation, Semiotics, Subliminal Stimuli
Document Summary
Perception: the process by which an individual selects, organises, and interprets stimuli into a meaningful and coherent picture of the world, how we see the world around us. Advertising evaluation; measures of: exposure: it must reach the consumer, attention: it must be attended to by the consumer. Interpretation: it must be interpreted correctly: memory: it must be stored and retrievable. Sensory receptors: the human organs (eyes, ears, nose, mouth, skin) that receive sensory inputs. The dynamics of perception - 1: perception is not a function of sensory input alone, but is the result of 2 different kinds of input and conditions, physical stimuli: sight, smell, audio etc. Inherent predispositions: expectations, motives, learning: because of this, no two people will see the world in exactly the same way. Some marketing variables influencing consumer perception: nature of product, physical attributes of product, package design, brand name, advertisements and commercials.
