Chapter 2 Perception Sensation and Perception - …kisi.deu.edu.tr/ozge.ozgen/WEEK 3...
Transcript of Chapter 2 Perception Sensation and Perception - …kisi.deu.edu.tr/ozge.ozgen/WEEK 3...
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Chapter 2
Perception
Consumer BehaviorBuying, Having, and Being
Assist. Prof. Özge Özgen
Department of International Business and Trade
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Sensation and Perception
• Sensation:
– The immediate response of our sensory receptors (eyes,
ears, nose, mouth, fingers) to basic stimuli such as light,
color, sound, odors, and textures
• Perception:
– The process by which sensations are selected, organized,
and interpreted
• The Study of Perception:
– Focuses on what we add to raw sensations to give them
meaning
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An Overview of the
Perception Process
Figure 2.12 - 4
Sensory Systems
• External stimuli, or sensory inputs, can
be received on a number of different
channels.
• Inputs picked up by our five senses are
the raw data that begin the perceptual
process.
• Hedonic Consumption:
– The multisensory, fantasy, and emotional aspects
of consumers’ interactions with products
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Advertisements Appeal to Our Sensory Systems
• This ad for a luxury car emphasizes the contribution made by all of our senses to the evaluation of a driving experience.
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Hedonic
Consumption
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Sensory Systems - Vision
• Marketers rely heavily on visual elements in advertising, store design, and packaging.
• Meanings are communicated on the visual channel through a product’s color, size, and styling.
• Colors may influence our emotions more directly.
– Arousal and stimulated appetite (e.g. red)
– Relaxation (e.g. blue)
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Sensory Perceptions - Vision
• Some reactions to color come from learned associations.
– (e.g. Black is associated with mourning in the United States, whereas white is associated with mourning in Japan.)
• Some reactions to color are due to biological and cultural differences.
– (e.g. Women tend to be drawn to brighter tones)
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Red color stimulates appetite
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Per
cep
tio
ns
of
Co
lor
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Sensory Perceptions - Vision
• Color plays a dominant role in Web page design.
• Saturated colors (green, yellow, orange, and cyan) are considered the best to capture attention.
– Don’t overdo it. Extensive use of saturated colors can overwhelm people and cause visual fatigue.
• Trade Dress:– Colors that are strongly associated with a corporation, for
which the company may have exclusive rights for their use.
• (e.g. Kodak’s use of yellow, black, and red)
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Perceptions of Color
• As this Dutch
detergent ad
demonstrates
(Flowery orange
fades without Dreft),
vivid colors are often
an attractive product
feature.
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• First Heinz gave us
“Blastin’ Green” ketchup
in a squeeze bottle. Now
they have introduced
“Funky Purple” ketchup.
• What sensory perception
is Heinz trying to appeal
to? Do you think this
product will be
successful? Why or why
not?
Discussion Question
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Visual Communication Differences through Culture
Cosmetic Ads in Europe
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Visual Communication Differences through Culture
Cosmetic Ads in Asia
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Visual Communication Differences
through Culture
• Western visual communication is
deeply affected by the convention of
writing from left to right
• Central Composition
– Centering is fundemental principle in visual art in
many Asian countries
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Perceptional Differences about Visuality of Packages
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Sensory Perceptions - Smell
• Odors can stir emotions or create a calming
feeling.
• Some responses to scents result from early
associations that call up good or bad
feelings.
• Marketers are finding ways to use smell:
– Scented clothes
– Scented stores
– Scented cars and planes
– Scented household products
– Scented advertisements
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• Scented paper ads
typically include a
text blurb inviting
readers to “rub here”
or “scratch and sniff
here” to experience
the scent of the
product.
– On average, one in six
(17%) of readers who read
a scented paper ad went
the extra step and
activated the scent
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Sensory Perceptions - Sound
• Advertising jingles create brand awareness.
• Background music creates desired moods.
• Sound affects people’s feelings and behaviors.
• Muzak uses a system it calls “stimulus progression” to increase the normally slower tempo of workers during midmorning and midafternoon time slots.
• Sound engineering:
– Top-end automakers are using focus groups of consumers to help designers choose appropriate sounds to elicit the proper response.
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Sensory Perceptions - Sound
• Advertising jingles create brand awareness.
• Background music creates desired moods.
• Sound affects people’s feelings and
behaviors.
– Jingle bells During new year shopping...
– Coca Cola Ramadan Ads
– 11880
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Sensory Perceptions - Touch
• Relatively little research has been done on
the effects of tactile stimulation on the
consumer, but common observation tells
us that this sensory channel is important.
• People associate textures of fabrics and
other surfaces with product quality.
• Perceived richness or quality of the
material in clothing is linked to its “feel,”
whether rough or smooth.
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Tactile Quality Associations
Table 2.1
Tactile Oppositions in Fabrics
Perception Male Female
High class Wool Silk Fine
Low class Denim Cotton
Heavy Light Coarse
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Sensory Perceptions - Taste
• Taste receptors contribute to our
experience of many products.
• Specialized companies called “flavor
houses” are constantly developing new
concoctions to please the changing
palates of consumers.
• Changes in culture also determine the
tastes we find desirable.
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Exposure
• Exposure:
– Occurs when a stimulus comes within the range of someone’s sensory receptors
• Consumers concentrate on some stimuli, are unaware of others, and even go out of their way to ignore some messages.
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Sensory Thresholds
• Psychophysics:– The science that focuses on how the physical environment
is integrated into our personal subjective world.
• Absolute Threshold:– The minimum amount of stimulation that can be detected
on a given sensory channel.
• Differential Threshold:– The ability of a sensory system to detect changes or
differences between two stimuli. The minimum difference that can be detected between two stimuli is known as the j.n.d. (just noticeable difference).
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Subliminal Perception
• Subliminal perception:
– Occurs when the stimulus is below the level of the
consumer’s awareness.
– “Subliminal” means “below the threshold,"
• Subliminal techniques:
– Embeds: Tiny figures that are inserted into magazine:
advertising by using high-speed photography or
airbrushing.
• Does subliminal perception work?
– There is little evidence that subliminal stimuli can bring
about desired behavioral changes.
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Subliminal Messages in Ads
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Subliminal messages
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Subliminal Advertising
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Attention
• Attention:
– The extent to which processing activity is devoted to a particular stimulus.
– Eye-tracking
• Attention economy:
– The Internet has transformed the focus of marketers from attracting dollars to attracting eyeballs.
• Perceptual selection:
– People attend to only a small portion of the stimuli to which they are exposed.
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Attention and Advertising
• Nike tries to cut through the clutter by spotlighting maimed athletes instead of handsome models.
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Personal Selection Factors
• Experience:
– The result of acquiring and processing stimulation over time
• Perceptual vigilance:
– Consumers are aware of stimuli that relate to their current needs
• Perceptual defense:– People see what they want to see - and don’t see what they
don’t want to see
• Adaptation:– The degree to which consumers continue to notice a
stimulus over time
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Stimulus Selection Factors
• Size:
– The size of the stimulus itself in contrast to the competition helps to determine if it will command attention.
• Color:
– Color is a powerful way to draw attention to a product.
• Position:
– Stimuli that are present in places we’re more likely to look stand a better chance of being noticed.
• Novelty:
– Stimuli that appear in unexpected ways or places tend to grab our attention.
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• What technique does
this Australian ad rely
on to get your
attention?
• Does the technique
enhance or detract
from the
advertisement of the
actual product?
Discussion Question
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Un
exp
ecte
d T
hin
gs
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Un
exp
ecte
d T
hin
gs
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Attention to Stimuli
• Interpretation:
– The meaning that we assign sensory stimuli.
• Schema:
– Set of beliefs to which the stimulus is assigned.
• Priming:
– Process by which certain properties of a stimulus typically will evoke a schema, which leads consumers to evaluate the stimulus in terms of other stimulus they have encountered and believe to be similar.
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Schema-Based Perception
• Advertisers know that consumers will often relate an ad to preexisting schema in order to make sense of it.
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Stimulus Organization
• A stimulus will be interpreted based on its assumed relationship with other events, sensations, or images.
• Closure Principle:– People tend to perceive an incomplete picture as complete.
• Principle of Similarity:
– Consumers tend to group together objects that share the same physical characteristics.
• Figure-ground Principle:
– One part of a stimulus will dominate (the figure) and other parts will recede into the background (the ground).
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Gestalt Principle
• This Swedish ad relies upon gestalt perceptual principles to insure that the perceiver organizes a lot of separate images into a familiar image.
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Principle of Closure
• This Land Rover ad illustrates the use of the principle of closure, in which people participate in the ad by mentally filling in the gaps in the sentence.
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Principle of Similarity
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Figure-ground Principle
• This billboard for Wrangler jeans makes creative use of the figure-ground principle.
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Figure-ground
Principle
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Semiotics: The Symbols Around Us
• Semiotics: Field of study that examines the
correspondence between signs and symbols
and their role in the assignment of meaning.
• A message has 3 components:
– 1) Object: the product that focuses the message
– 2) Sign: the sensory imagery that represents the
intended meanings of the object
– 3) Interpretant: the meaning derived
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Semiotic Components
Figure 2.2