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PERCEPTION . Cutting through the Clutter. How many pages of the 750 are devoted to Editorial?. Answer: Less than 100. What is Sensation?. The immediate response to sensory receptors (eyes, ears, nose, mouth, fingers) to such basic stimuli as light colour and sound. What is Perception?. - PowerPoint PPT Presentation
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PERCEPTION
Cutting through the Clutter
How many pages of the 750 are devoted to Editorial?
Answer:
Less than 100
What is Perception? The process by which we select, organize, interpret and give meaning to sensations.
What is Sensation?
The immediate response to sensory receptors (eyes, ears, nose, mouth, fingers) to such basic stimuli as light colour and sound
An Overview of the Perceptual Process
Gestalt
Closure Principle
Figure-Ground Principle
Principle of Similarity
Stimulus Organization
Escher
Figure Ground
Once You’ve figured out what this picture is you cannot go back to the way you saw it initially.
the two filled lines gives our eyes the impression of two horizontal lines, even though all the circles are equidistant from each other
Principle of Similarity
the larger circles appear to belong together because of the similarity in size
Things which are closer together will be seen as belonging together or related.
This Finnish Ad Emphasizes Sensual Reasons to Visit Helsinki
This Caress Ad Uses Tactile Stimulation as a Selling Point
This Ad Uses Taste to Motivate People to Buy Their Product
Sensory Thresholds
•Absolute Threshold
Differential Threshold
Do they taste the same?
Many ads use hidden messages, most of them harmless. Can you find the hidden message in this company logo?
How do Consumers Choose What to Pay Attention To?
Stimulus Selection Factors
Size
Position
Novelty
Color
Create Contrast Contrast so That Stimuli is More Likely to Be
Noticed.
Lexus Conveys the Sensation of Speed in a Novel Way to Position Its Vehicles
This Ad Relies on Color Contrast to Get Noticed
• What colours will compel customers to spend more money? • What colours will make people come into my business? • What are the best colours to use to make more sales? • What are the best colours to use in print advertising? • What are the best colours to use for stationery; packaging, products, uniforms
A well known hamburger chain discovered that red and yellow had a major psychological effect on its customers. It found that the correct colour combination can ...1. Attract extra customers2. Compel them to enter the store3. Spend more money and feel better about it.
Empirical research indicates colour selection alone may impact sales by a margin of 5 to 40 percent
Colour and Demographic Variables
Age
Gender
Culture
REDImpulse Desire Passion Urge to succeed Increases blood pressure
GRAYNeutrality Un-committed and un-involved Escape from anxiety
BLUEtraditional complete calm reduces blood pressure
GREENStimulus for interaction Analytical Precise Accurate Resistance to change
VIOLETMagical Enchanting Unimportant Unrealistic Irresponsible Immature
YELLOWBright Cheerful Restless Seeking change Creates anxiety
BROWNReduced sense of vitality Passive Solid roots
BLACKNegation of emotion Powerful Strong Uncontrollable Extinction Nothingness
Personal Selection Factors
•Experience
•Environment
•Culture
Interpretation
The meanings that people assign to sensory stimuli
What things might influence Interpretation?
KAZON
KAZONKAZON
KAZON
Consumers assign meaning to stimuli based on Schema, Schema, or set of beliefs, to which the stimuli is assigned.
The schema will determine what criteria will be used to evaluate the:
product, package, message.
Interpretation
This Singaporean Ad for Toyota Evokes a Car Schema Even Though Using Household Furniture
Semiotics: The Symbols Around UsThe study of how consumers interpret the
meanings of symbolsObjectSignInterpretant
Team OneCarrie DChris M
Andrew SNga Wai Y
Team SixRochelle M
Jaron KChad RSteve C
Team TwoCora KColin B
Matthew WShelina N
Team SevenNoelle HStephen R
Tony HKelsey G
Team ThreeMindy MKristyn B
Paul ZErin F
Team EightJames SDenise ALajvir GAnnie H
Team FourDidem E
Andrew MGreg H
Duncan L
Team NineLesley-Anne P
Lisa KLance W
Loc N
Team FiveAngela LAdrian JMartin R
Lisa L
Team TenDebbie DDerek KJamie KLeo H
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