Exam 2 Deck 8 (Perception)

incline us toward or away

2 things feelings does in regards to thoughts

thought and feeling

2 things the mind is a combination of

height

the dominant signal of a package

• increased sales and higher consumption

framing

how we know that taller = more

actively

We _____ create with perception. It’s not passive

predicting and filling in the gaps

2 components of perceiving something

implicitly

Our perception of products are created _______.

memory and expectations

2 ways to fill in the gap with perception

frame activates an expectation, expectation influences the attitude

“Chain reaction” of how a brand acts as a frame (2)

explicit and implicit

2 levels of attitudes associated with pilot and autopilot

explicit attitude

Attitude for what I tell you I believe

implicit attitude

attitude for how I feel about it

reward

Products/brands activate our _____ system in our brains.

pain

Price activates the area associated with _____.

placebo effect

term that says expectations can greatly influence the perceived experience

language

a way to increase perceived value

psychological

Both perception & expectation are _____, not reality.

wait times

____ ____ affect our perception of the quality of the product or service.

boredom

term that results from being attentive to the passage of time itself

wasting

anxiety comes from ____ time

forgetting

Regarding time, anxiety would be someone ______ you

wrong

The specific anxiety around choice is that I picked the ______ line

sensory stimuli, sensory receptors, exposure, attention, interpretation, adaptation

6 steps of the perceptual process

sight

the sense that is the predominant receptor

distinctive cues

a type of cue that must be present and prominent in order for recognition to take place

• ex.) knowing the bottle is fiji water even if it was blurred

contrast

a strategy for easier recognition because our brains are conditioned to look for differences and danger

perceptual fluency

a way to catch people’s attention by them expecting design elements to be where they are usually

joint attention

the tendency to look where others are looking

voluntary attention

type of attention toward things we value

• requires more involvement

involuntary attention

type of attention that exposes us to different external stimuli such as size, color, volume, feelings, etc.

Weber’s Law

Law that states you have to find a threshold to see if change takes place for people to notice or not notice

• ex.) shrinkflation

• price decrease

• size increase

• taste change

percentage

what the JND (just noticeable difference) is based on

interpretation

step in the perceptual process where you assign some meaning to what you were just exposed to

diagnostic value

elements that are inherent to a design or logo

• if this is eliminated, it will plummet

• recognition is based on this

• ex.) cars, cartoon faces

context

Recognition is also ____ sensitive.

• the environment matters in order to recognize something

create a familiar surprise

how to make something cool

surprising, familiar

To sell something familiar, you have to make it _____. To sell something surprising, you have to make it ______.

they are similar

what it means if 2 brands on the perceptual map are close to each other