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