Stages of Perception - Marketing & Branding

Stages of Perception • Perception is a threestage process that translates raw stimuli into meaning. • 3 stages in perception 1. Exposure 2. Attention 3. Interpretation Olfactory communication (scent marketing) • • Can create arousal/desire. Scent marketing in digital spaces is difficult to ach...

Stages of Perception • Perception is a threestage process that translates raw stimuli into meaning. • 3 stages in perception 1. Exposure 2. Attention 3. Interpretation Olfactory communication (scent marketing) • • Can create arousal/desire. Scent marketing in digital spaces is difficult to achieve. Key Concepts in Use of Sound • Sound can communication ideas but also influence how we behave e.g. – spending more time grocery shopping when slow music is playing (Millman, 1982). • Sounds are often added to assure consumers of the efficacy of products through active sounds design (video) • ASMR Marketing (video)…. Use of Touch (Haptic Marketing) • Need for Touch (NFT) and Haptic marketing • Touch may be communicated through imagery and words e.g. Galaxy smooth as silk https://www.youtube.com/watch?v=7aUTdYsZda8&ab_channel=olliedann Stage 1: Exposure • Exposure occurs when a stimulus comes within the range of someone’s sensory receptors. – Sensory threshold: the point at which a stimulus is strong enough to make a conscious impact – Just noticeable difference (JND): the minimum difference we can detect between two stimuli Stage 2: Attention • Attention is the extent to which processing activity is devoted to a particular stimulus • Attention is can be viewed as a set of mechanisms which “sustain focus on information most relevant for behaviour” (Chun, Golomb & Turk-Browne, 2011, p.73) • Marketers need to break through the clutter (the attention economy) Factors Impacting Attention Attention is influenced by internal and external factors (van Herpen & van Trijp, 2011; Antúnez et al., 2013; Ares et al., 2013), 1. Stimulus Factors: physical characteristics of the stimulus itself 2. Individual Factors: characteristics of the individual 3. Situational Factors: Include other stimuli in the environment Stimulus Factors • Characteristics of the stimulus influence what we notice and what we ignore. • Stimulus based factors include: – Size, Intensity, Attractive Visuals, Color and Movement, Position, Isolation, Format, Contrast and Expectations, Interestingness, Information Quantity, Individual Factors – Perceptual vigilance: consumers are more likely to be 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 Situational Factors • • Clutter Program Involvement Measuring Attention – Eye-Tracking • As marketers we wish to understand makes consumers pay attention. • Technology such as eye-tracking allow us to observe what consumers pay (visual) attention too Advertising and Product Design: Tropicana • Tropicana’s rebrand saw a fall in sales with people mistaking the new brand for a generic orange juice. • The brand name was not noticed in the redesigned product. • Why do you think this was the case? – Focus on 100% Orange led to associations with own-brand products – discontinuing information search Consumer Resistance • Consumers may seek to resist advertising messages. • Techniques to overcome resistance – Forced Exposure (e.g. Freemium Model) – Branded Content – Viral/Word of Mouth Interpretation • Interpretation refers to the meaning we assign to sensory stimuli, which is based on a schema. • Highly subjective. • Our interpretation varies depending on our existing knowledge. Interpretation • Interpretation is determined by three Characteristics : 1. Individual Characteristics • Traits • Learning and Knowledge • Expectations 2. Situational Characteristics 3. Stimulus Characteristics • Traits • Organization • Changes Stimulus Characteristics • • • Traits Organization Changes (Sensory Discrimination)