Chapter 8 Perception PDF

Chapter 8- Perception Thursday Jan.16 MKT 3020-001 [email protected] Perception: a way regarding, understanding or interpreting something (a mental impression) -Neurophysiological processes Including memory! What does this mean? How human beings take in the world around them, how they proc...

Chapter 8- Perception Thursday Jan.16 MKT 3020-001 [email protected] Perception: a way regarding, understanding or interpreting something (a mental impression) -Neurophysiological processes Including memory! What does this mean? How human beings take in the world around them, how they process the world. Exposure: when a stimulus is detected by the person's sensory receptor nerves. ​ Ex: smelling cookies in the oven Are you capable of picking up on something? Voluntary vs. involuntary Involuntary: forced exposure- huge billboard on a highway, product placement in T.V, native advertising (publisher puts out content that a firm has paid them to publish, yet it blends in with their content.) Voluntary: You are choosing to be exposed to content- allowing a company to send you emails (permission based MKT) Selective Exposure: Use tools we have as an audience to filter what we want to be exposed to Ex: changing the channel, fast forwarding through commercial, mute the commercials ​ “Zipping, zapping,and muting” Think about tiktok, we are in charge of “making” our algorithm. We train the platform to show us what we want to see as viewers. Attention: When stimulus information is sent to the brain for processing -highly variable (same person devotes different attention levels on different days of class) Three sets of factors: -stimulus -individual -situational Physical characteristics: Size, intensity, attractive visual (picture superiority effect), color/ movement, position, format, isolation, format, information quantity, Contrast and expectations (habituation and the adaptation level theory) What physical characteristics does this billboard have? Individual factors: Motivation- product involvement- are you interested in that product? Ability-brand familiarity- are you familiar with the brand? Situational factors: things that happen in the moment, and have an impact on how you receive it -clutter -program involvement Non-Focused attention: Cocktail party effect, hemispheric lateralization, subliminal stimuli Left: logical, good with numbers, analytical, use when studying, gets tired Right: creative, music & arts, processing emotions, scan the area- doesn't get tired (not as much effort) Subliminal Stimuli Being shown to the brain, but we are not aware of it. Ex: You aren’t aware right away, but a part of you understands it. Interpretation Relative process, different people are going to interpret the same thing in different was It can be a cognitive or emotional process Ex: McGurk Effect video Individual characteristics ​ Traits -how physiologically sensitive are you -Affect intensity -Need for cognition ​ Learning and Knowledge ​ -brand loyalty can influence interpretation ​ Expectations ​ -learned associations Situational characteristics Contextual cues -color -music -nature of programming Stimulus characteristic -Stimulus traits -Organization- based on Gestalt principles* -Changes- sensory discrimination, j.n.d., referent state (can influence if and when we can tell there has been a change) ​ (you can make a change without anyone realizing its been made) *Gestalt Principles Detecting changes in price! Reference prices- the price we have in our head to what something should cost Consumer inferences: ​ Quality signals - price perceived, advertising intensity, warranties, country-of-origin, package size ​ Interpreting images ​ Missing information and ethical concerns