Perception PDF

PERCEPTION ◦ Sensation involves the neural stimulation of sensory systems by physical changes. ◦ Perception involves recognizing the meaning of what has been sensed. How do we perceive the world? Perception- Selection, Sensation - organization & Activatio...

PERCEPTION ◦ Sensation involves the neural stimulation of sensory systems by physical changes. ◦ Perception involves recognizing the meaning of what has been sensed. How do we perceive the world? Perception- Selection, Sensation - organization & Activation in interpretation sensory of the receptors information Transduction - Conversion of external stimuli into neural signal Psychophysics ◦ Classical psychophysical studies have examined - ◦ Absolute thresholds (the minimum energy needed to sense a stimulus) ◦ Difference thresholds (the minimal stimulus change that can be recognised)  Perception Gestalt Psychologists : Kohlar, Koffka & Wertheimer in early 1900 The human mind has an innate tendency to perceive sensory patterns as organised wholes rather than separate isolated parts. ‘Whole is more than sum of its parts.’  Perceptual organization ◦ The process by which we group outside stimuli into recognisable and identifiable patterns and objects. ◦ How do we assemble, organise and categorise information? Figure-ground effect Perceptual grouping  Figure-ground effect The tendency to distinguish and focus on a stimulus that is classified as a figure against a background. When you look at the figure you will see either a vase or two faces. If you continue to look, the figure will appear to shift to the alternative organisation http://psycharts.com/opt_illus.html Old Woman or Young Girl? http://psycharts.com/opt_illus.html Man/Woman http://psycharts.com/opt_illus.html  Embedded Images http://psycharts.com/opt_illus.html  PERCEPTUAL GROUPING In order to make sense of our world our brains try to see patterns or shapes that are recognizable. This principle is called “grouping”. -Perceptual grouping http://www.keele.ac.uk/depts/aa/widening/uniworld/webclub/rs/optical.htm  Perceptual Constancy We perceive objects as unchanging even though the stimulation we receive about those objects changes. ◦ Importance of experience and expectations? Perceptual Illusions Instances in which perception yields false interpretations of physical reality The mind forms shapes that don't exist http://psycharts.com/opt_illus.html http://psycharts.com/opt_illus.html Parallel Lines? http://psycharts.com/opt_illus.html  Compare the shades of red… The shades of red are identical The difference in the appearance is related to the influence of the backgrounds http://psycharts.com/opt_illus.html  Shimmer http://psycharts.com/opt_illus.html Any movement you see is an illusion! http://psycharts.com/opt_illus.html http://www.scri.fsu.edu/~dennisl/CMS/figs/arrows100.gif  Time Perception ◦Subjective duration estimation: how much time has passed? ◦Ranges from ms to min ◦Factors affecting time perception ◦Stimulus: length, filled content & relevance ◦Perceiver: motivation, mood, interest & stress In what ways can sensory marketing Impact Consumer Behavior? Sensory Enhancing Increasing Increasing mental Increasing Marker for Signatures: memory for the perceived representation of ownership of the customer Attention, product attributes of the utility and product experience Recognition product purchase attachment and intention emotional responses As companies become more aware of consumers’ subconscious responses to products and services, they rely more on products as opposed to advertising and other marketing messaging to influence consumers by stimulating emotions and bodily sensations. We see the world through our senses, and our bodily sensations affect our decisions without conscious awareness.  SENSORY MARKETING… 1. Choose a product category. Example categories: Health Drinks, Eco-Friendly Household Cleaning Products, Smart Home Gadgets, Organic Skincare, Plant-Based Snacks, etc. 2. Product Ideation: Come up with a sketch of your product ◦ What is the core benefit of the product? What makes it unique or different from existing competitors? ◦ Who is the target audience? Define key characteristics like age, gender, interests, location, etc. ◦ What are the core values of your brand? Think about sustainability, luxury, simplicity, etc. ◦ Sketch the initial concept: What will your product look like, and what features will it have? 3. Sensory Experience: Create a sensory experience concept for the product: ◦ Sight: How will the product look to the consumer? Consider the logo, color, and overall aesthetic. ◦ Touch: What does the packaging feel like? Is it soft, smooth, rough, or textured? ◦ Sound: If applicable, what sound does the product make when opened or used? (For example, a crisp opening sound, a pop, or a satisfying click). ◦ Smell and Taste: If your product is consumable, how does it smell and taste? What flavours or scents will help your product stand out? 4. Brand Name and Tagline Development ◦ Create a brand name that is catchy, meaningful, and reflects the product’s identity and sensory experience/ appeal. Consider the following: Is the name easy to pronounce and remember the experience related to it? Does it communicate something unique about the product? ◦ Develop a tagline that conveys the product's benefit or positioning in a few words. The tagline should be simple, memorable, and evoke sensory experience.  SENSORY MARKETING… 1. Name of the product or brand 2. Describe the Product : ◦ What is the core benefit of the product? What makes it unique or different from existing competitors? ◦ Who is the target audience? Define key characteristics like age, gender, interests, location, etc. ◦ What are the core values of your brand? Think about sustainability, luxury, simplicity, etc. 3. Sensory Experience: Explain the sensory experience for the product: ◦ Sight: How will the product look to the consumer? Consider the logo, color, and overall aesthetic. ◦ Touch: What does the packaging feel like? Is it soft, smooth, rough, or textured? ◦ Sound: If applicable, what sound does the product make when opened or used? (For example, a crisp opening sound, a pop, or a satisfying click). ◦ Smell and Taste: If your product is consumable, how does it smell and taste? What flavours or scents will help your product stand out? 4. Brand Name and Tagline ◦ Explain or recommend the sensory marketing