MKTG 470 Perception

sensation

immediate and automatic response of sensory receptors to stimuli

perception

the process by which sensations are selected organized and interpreted

Perception process

exposure

attention

interpretation

which 2 of 7p's is manipulated?

product

physical environment

sensory marketing

exploitation of sense through stimuli designed to be related to particular brands

5 senses

vision

touch

sound taste smell

when does perception take place?

when it is above the threshold

absolute threshold

the minimum amount of stimulation a person can detect

differential threshold

ability of sensory system to be able to detect difference between two stimuli

just noticeable difference

the minimum difference we can notice between two stimuli

Weber's Law

If initial stimuli is stronger the change must be larger to get noticed

retailer rule of thumb

markdowns must be at least 20% to be noticed

exposure

when consumer is physically introducted to stimuli creating a possibility of noticing the information

non traditional ways of exposure

product placement

guerilla marketing

viral marketing

what do marketers control

when and where to encounter brand

what do consumers control

select media they consume and stores they visit

we can choose not to be exposed to messgaes

flush factor

zipping and zapping

product placement

coordination (also with commercials) to reinforce branding

guerilla marketing

unconventional unexpected surprising, sometimes interactive goal is to generation buzz

viral marketing(adv/disadv)

form of word of mouth marketing using pre existing social networks

+exposure

-might only focus on humor not brand info

attention

info that has been recorded and noticed in some way, the allocation of mental activity to stimulus

voluntary attention

depends on consumer, when theres personal involvement or relevance

involuntary attention

depends on stimuli occurs when consumer is exposed to something that stands out

Moderate arousal

________________________ facilitates attention

low-not enough

high-inhibits attention

habituation

process in which stimuli loses its attention

therefore need to figure out different ways of showing core message

pre attentive processing

non conscience processing in peripheral even though attention is on something else

subliminal advertising

ad shown so quick doesnt meet threshold of recognition

priming

Behavior influenced by subliminal activation of mentally represented constructs

how to gain attention

communication on issues and ideas the target market is high involved with

interpret

based on learned pattern and expectation

why is perception crucial

because what we perceive affects actions

gestalt

the whole is greater than the sum of its parts

closure

people percieve incomplete pic as complete

similarity

consumers link together objects that physically share characteristics

figure ground

one part of stimulus will dominate and the another will fall to background

brand equity

product expectations that shape perceptions caused by branding

perceptual map

plots consumers perception of product/brand based on attributes-->affects positioning

preference map

maps consumers preference of ideal attributes