Session_2_Perception_Canvas-1

Page 1: Perception

Page 2: Perceptual Process

• External Stimuli: Received through our five senses.

• Forming Meaning: Sensations lead to the interpretation of information.

• Definition of Perception: The process by which sensations are selected, organized, and interpreted.

Page 3: Sensation and Perception

• Sensation: Immediate response of sensory receptors to basic stimuli (light, sound, odor, etc.).

• Stimulus: Any object or event that elicits a sensory/behavioral response.

Page 4: Vision

• Introduction to the sense of vision.

Page 5: Vision: Color

• Emotional Impact: Color can provoke emotions.

• Cultural and Biological Reactions: Responses to colors are influenced by both biology and culture.

• Trade Dress: Specific colors linked to certain companies (e.g., Tiffany Blue).

Page 6: Tiffany Blue

• Branding Through Color: Tiffany Blue is a distinctive brand identifier.

Page 7: Color Specifications

• Color Coordinates:

  • Hex Triplet: #81D8D0

  • RGB Values: (129, 216, 208)

  • HSV Values: (174°, 40%, 85%)

• Sources for Details: Tiffany.com, Wiki.

Page 8: More Examples of Trade Dress

• Other Brands: American Express, Coca-Cola, McDonald's, etc.

Page 10: Sensory Vision Cautions

• Be aware of biases and illusions in visual perception.

Page 11: Importance of Touch

• Developmental Significance: Touch develops first and is crucial for information acquisition.

• Longevity of Touch: First sense to develop in the womb, last to fade with age.

Page 12: Sensory: Touch

• Haptic Senses: The most basic senses learned before vision and smell.

• Product Experience: Touch influences how consumers judge products.

Page 13: Touch Perceptions

• Luxury Fabrics: Smooth fabrics like silk are associated with elegance and high status.

Page 14: Engaging with Touch

• Interactive Example: Evaluate texture, size, weight of mobile devices.

Page 15: Tactile Quality Associations

• Perceptual Associations: Different materials correlate with social classes (e.g., wool vs. silk).

Page 16: Importance of Weight in Perception

• Metaphorical Interpretations: Heaviness correlates to seriousness in perception.

Page 17: Impact of Touch

• Relationship Formation: Touching items fosters a connection to the product.

Page 18: Sensory Marketing

• Definition: Companies focus on how sensations affect consumer experiences.

Page 19: Application of Sensation Knowledge

• Optimizing Experiences: Utilizing understanding of sensations for better marketing outcomes.

Page 21: Process of Perception

• Overview of stages in perception process.

Page 22: Exposure

• Definition: Noticeability of stimuli within sensory range.

Page 23: Mechanism of Exposure

• Stimulus Recognition: Exposure only occurs when stimuli are within sensory range.

• Concentration Levels: Consumers may ignore or miss stimuli completely.

Page 24: Sensory Thresholds

• Absolute Threshold: Minimum stimulus required for detection.

Page 25: Approximate Detection Threshold Values

• **Examples: **

  • Light: Candle flame at 30 miles.

  • Sound: Watch tick at 20 feet.

  • Taste: 1 tsp of sugar in 2 gallons of water.

  • Smell: 1 drop of perfume in a large room.

  • Touch: Bee wing falling from 1 cm.

Page 26: Differential Threshold

• Definition: Sensory system's ability to detect differences between stimuli.

• Just Noticeable Difference (j.n.d.): Minimum difference detectable.

Page 28: Apple Logo Evolution

• Visual Branding Changes: Evolution of the Apple logo over the years.

Page 30: Subliminal Perception

• Definition: Awareness occurs when stimuli are below conscious perception.

• Subliminal Techniques: Using subtle hints, auditory messages to influence behavior.

Page 31: Sensory Processing Stages

• Sensory Receptors: Engage with sights, sounds, smells, tastes, textures.

• Process Stages: Exposure, Attention, Interpretation.

Page 32: Attention

• Definition: Extent of processing activity on a stimulus.

Page 33: Overload in Attention

• Impact: Consumers face sensory overload; marketers must break through noise.

Page 34: Personal Selection Factors

• Perceptual Filters: Factors that affect awareness of stimuli based on current needs.

  • Perceptual Vigilance: Awareness related to needs.

  • Perceptual Defence: Ignoring unwanted stimuli.

Page 35: Stimulus Selection Factors

• Key Characteristics: Size, color, position, novelty can increase stimulus attractivity.

Page 36: Interpretation Stage

• Meaning Assignment: Consumers derive meanings based on stimuli comprehension.

Page 37: Factors in Interpretation

• Schema Role: Guided by personal beliefs and experiences determining context.

Page 39: Stimulus Organization

• Process: Relating new sensations with existing knowledge based on organizational principles.

Page 40: Gestalt Principle of Closure

• Definition: Completing an incomplete picture; encourages consumer participation.

Page 42: Gestalt Principle of Similarity

• Concept: Consumers group objects sharing similar characteristics.

Page 45: Key Gestalt Principles

• Three Principles: Closure, Similarity, Figure-ground enhance marketing effectiveness.

Page 47: Mental Schema

• Definition: Organized structures of beliefs and experiences that guide perception.

Page 49: Marketing Application

• Challenge: Market healthy food appealing as junk food as a strategy.

Page 51: Question Application in Marketing

• Queries for Market Strategy: How to utilize perception in advertising to cut through information overload and create consumer engagement?

Page 52: Summary

• Key Focus: Process of perception, sensory systems, attention, and interpretation principles.

Page 53: Self-Test Question 1

• Question: Companies focusing on sensation impacts in product experiences practice

  • A) Hedonic consumption

  • B) Need marketing

  • C) Want marketing

  • D) Sensory marketing

Page 54: Self-Test Question 2

• Question: Consumers experiencing excessive information exposure are in a state of

  • A) Advertising bombardment

  • B) Sensory overload

  • C) Sensory shifting

  • D) Circuit overcapacity

Page 55: Self-Test Question 3

• Question: Selective attention relates to the filtering process known as

  • A) Perceptual defense

  • B) Perceptual vigilance

  • C) Subliminal perception

  • D) Adaptation