《Perception》PPT课件教案

AddtheauthorandtheaccompanyingtitlePerceptionSensationandPerceptionSensationReferstotheimmediateresponseofoursensoryreceptors(eyes,ears,nose,mouth,fingers)tosuchbasicstimuliaslight,color,andsound.PerceptionProcessbywhichthesesensationsareselected,organized,andinterpreted.Peopleonlyprocessasmallamountofinformation(stimuli).Anevensmalleramountisattendedtoandgivenmeaning.ThePerceptionProcessExposureAttentionInterpretationResponsePerceptionSTIMULIorSENSORYINPUTSSensationMeaningSensorySystemsVisualElementsinAdvertising,StoreDesignandPackaging.OdorsCanStirEmotionsorCreateFeelingsSuchasHappiness/Hunger.ResearchHasAnalyzedEffectsof:BackgroundMusic&SpeakingRatesVisionSmellSoundTouchTasteShowntoBeaFactorinSalesInteractions.EthnicityAffectsTastePreferences.ExposureDegreetowhichpeoplenoticeastimulusthatiswithinrangeoftheirsensoryreceptors.Consumers:Concentrateonsomestimuli,Areunawareofothers,Evengooutoftheirwaytoignoresomemessages.Pychophysics-Sciencethatfocusesonhowthephysicalenvironmentisintegratedintoourpersonal,subjectiveworld.SensoryThresholdsAbsoluteThresholdreferstotheminimumamountofstimulationthatcanbedetectedonasensorychannel.MarketingStimuliDifferentialThresholdreferstotheabilityofasensorysystemtodetectchangesordifferencesbetweentwostimuli.(j.n.d.-JustNoticeableDifference&Weber’sLaw)LowestIntensityofaStimulusThatConsumersareCapableofPerceiving:SubliminalPerceptionSubliminalPerceptionOccursWhenTheStimulusIsBelowTheLevelOfTheConsumer’sAwareness.EmbedsTinyFiguresinPrintAdvertisingSubliminalTechniquesAuditoryMessagesMessagesonSoundRecordingsLow-LevelAuditoryStimulationThresholdMessagingInfluenceofSubliminalMessagesDoesSubliminalPerceptionWork?ThresholdDifferencesDistanceandPositionControlViewingAttentionControlGeneralizedEffectAttentionReferstotheextenttowhichprocessingactivityisdevotedtoaparticularstimulus.ConsumersoftensufferSensoryOverload,exposuretofarmoreinformationthantheyarecapableoforwillingtoprocess.Example:Morethan6000TVcommercialsareruneachweek.PerceptualSelectionPerceptualSelectionMeansthatPeoplePayAttentiontoOnlyaSmallPortionofStimulitoWhichTheyAreExposed.HowdoConsumersChooseWhattoPayAttentionTo?ExperienceResultofAcquiringInformationOverTimeAdaptationPerceptualDefensePerceptualVigilancePerceptualFiltersPastExperiencesInfluencesWhatWeDecidetoProcessDurationDiscriminationIntensityRelevanceExposureAdaptationFactorsLeadingtoAdaptationPerceptualSelectionHowdoConsumersChooseWhattoPayAttentionTo?StimulusSelectionFactorsSizePositionNoveltyColorCreateContrastsoThatStimuliisMoreLikelytoBeNoticed.RememberWeber’sLaw.InterpretationReferstothemeaningthatweassigntosensorystimuli.ConsumersassignmeaningtostimulibasedonSchema,orsetofbeliefs,towhichthestimuliisassigned.Theschemawilldeterminewhatcriteriawillbeusedtoevaluatethe:product,package,message.StimulusOrganizationTheGestaltPerspective(Summarizedas“TheWholeisGreaterThantheSumofIt’sParts)ProvidesSeveralPrinciplesRelatingtotheWayStimuliAreOrganized:PrincipleofSimilarityConsumersTendtoGroupObjectsThatShareSimilarPhysicalCharacteristics.Figure-GroundPrincipleOnePartoftheStimulusWillDominate(theFigure)WhileOtherPartsRecedeIntotheBackdrop(theGround)ClosurePrinciplePeopleTendtoPerceiveanIncompletePictureasWhole.PerceptualPositioningPositioningStrategyUsesElementsoftheMarketingMixtoInfluencetheConsumer’sInterpretationofIt’sMeaning.AttributesUsersLifestyleQualityPriceLeadershipProductClassCompetitorsOccasionsPositioningDimensionsAddtheauthorandtheaccompanyingtitle生活图标元素商务图标元素商务图标元素商务图标元素商务图标元素