Study Notes on Color Perception and Marketing Psychology

Dual Color Comparison Task

  • Task involves visual perception of color similarities between squares displayed on a black screen.
  • Instructions: A timer is set for 10 seconds, and participants must respond with an 's' for same and a 'd' for different for each pair of squares presented, numbered 1 through 20.
  • Note on proximity: There is a little space between squares to facilitate observation of colors.

Differences in Color Percentages

  • Colors presented could show different shades; examples include:
    • Number 1: 2% difference
    • Number 4: 30% difference
  • Instruct participants to relate color differences back to specific numbers and their corresponding percentages.
  • Comparison focus: The lower the percentage, the more similar the colors are perceived.
  • Example Data Points:
    • Greatest percentage difference is 30%, identified in pairs: Number 4 and Number 15.
    • Comparison of results:
      • Did participants identify both correctly as different?
      • An assessment is made of how many identified one as same and the other as different.
  • Intermediate percentages include:
    • 25% difference between Numbers 7 and 20.
    • 20% difference between Numbers 9 and 13.
    • 15% difference between Numbers 5 and 12.
    • 10% difference between Numbers 1 and 18.

Just Noticeable Difference (JND)

  • Discussion of the term "just noticeable difference":
    • Defined in the context of color perception.
    • A 10% change in color designated in specific examples brings focus to human perception limits in color variations.

Mere Exposure Effect

  • Introduction to the concept: Perception is affected by how often one encounters stimuli.
  • Explanation of the Mere Exposure Effect in a marketing context:
    • More frequent exposure leads to more favorable feelings toward an item or brand.
    • Key takeaway: Merely seeing an advertisement multiple times influences attitudes towards the brand, even without active engagement.
    • Relevant Example:
      • Political campaigns utilize numerous ads to instill familiarity with candidates.
      • Athletes wearing branded clothing (like Nike) create favorable perceptions through exposure.

Implications of Marketing and Psychology

  • The implications of the Mere Exposure Effect extend beyond marketing:
    • Understanding this effect could educate consumers on manipulative advertising practices.
    • Conversely, it can be an advantageous strategy for businesses seeking to connect with their audience.

Perception vs. Sensation

  • Discussion shift towards perception in comparison to sensation:
    • Sensation refers to the raw stimuli we process, while perception interprets these stimuli and organizes them meaningfully.
    • Key Questions in Perception:
      • What are we sensing?
      • How far away is the stimulus?
      • What direction is it going?

Gestalt Psychology

  • Introduction to Gestalt Psychology:
    • Principle: We perceive objects as whole forms rather than merely a collection of parts.
    • Example given: A chair is recognized as such despite its components (wheels, rods) not being identified explicitly.

Types of Processing in Perception

  • Two main processing types discussed:
    • Bottom-up Processing:
      • Definition: Perception begins with the stimulus itself, focused on physical characteristics.
      • Example: Noticing light reflections and shapes leads to recognizing an object as a chair based on its physical features.
    • Top-down Processing:
      • Definition: Interpretation of stimuli is influenced by prior knowledge, experiences, and expectations.
      • Example: Recognizing a chair because you are in a classroom context where chairs are expected.

Top-down Processing Illustrated

  • Example given for reading context:
    • Text that appears jumbled can still be read correctly due to context and familiarity with language structure.
    • Highlights how readers rely on past experiences to interpret text, leading to common proofreading errors due to biases in expectation.

Summary

  • Bottom-up processing emphasizes the analysis of individual elements while top-down processing is shaped by contextual understanding and prior knowledge.
  • Conclusion of the class with a reminder to reach out for any further questions via email, in light of no scheduled office hours following the session.