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1、C H A P T E R PERCEPTION2CHAPTER SUMMARYIn this chapter, students will be exposed to the study of perceptionthe process by which sensations (light, color, taste, odors, and sound) are selected, organized, and interpreted. The study of perception, then, focuses on what we add to or take away from the
2、se raw sensations as we choose which to notice, and then go about assigning meaning to them.Marketing stimuli have important sensory qualities. We rely on colors, odors, sounds, tastes, and textures (the “feel” of products) when forming evaluations of them. Each of these sensations is discussed and
3、placed into proper context of marketing usage and attention attraction.How do our sensory receptors pick up sensations? The answer is exposure. Exposure is the degree to which people notice a stimulus that is within range of their sensory receptors. A stimulus must be presented at a certain level of
4、 intensity before it can be detected by sensory receptors. A consumers ability to detect whether two stimuli are different (the differential threshold) is an important issue in many marketing decisions (such as changing the package design, altering the size of a product, or reducing its size). An in
5、teresting study within the exposure area is that of subliminal perception. Although evidence that subliminal persuasion (exposure to visual and audio messages below the level of the consumers awareness) is effective is virtually nonexistent, many consumers continue to believe that advertisers use th
6、is technique.All marketers would like to gain the consumers attention. Attention refers to the extent to which processing activity is devoted to a particular stimulus. There are barriers that prohibit effective attention (perceptual selection, perceptual vigilance, and perceptual defense). Several f
7、actors can influence attention (such as size, color, position, and novelty). New insights are gained in the study of attention in this chapter. Attention-getting devices dominate our information-oriented society (whether in ads or on the Web). The chapter provides excellent examples that demonstrate
8、 the art of gaining attention. If a message has gained the consumers attention, the message must be correctly interpreted to be of value. Stimulus organization, interpretational biases, and semiotics provide direction to the study of consumer interpretation. Part of the interpretation process is usi
9、ng symbols to help us make sense of the world around us. The degree to which the symbolism is consistent with our previous experience affects the meaning we assign to related objects.Perceptual positioning helps to match perceived characteristics of a product or service with the product or services
10、market position. Based on positions, strategies can be constructed. Perceptual maps of positions are a widely used marketing tool that evaluate the relative standing of competing brands along relevant dimensions. Modification of position can occur through repositioning.CHAPTER OUTLINE1. Introduction
11、 a. We live in a world overflowing with sensations. 1) Marketers contribute to the overflow by supplying advertisements, product packages, radio and television commercials, and billboards. 2) Each consumer copes with the bombardment of sensations by paying attention to some stimuli and tuning out ot
12、hers. b. Sensation refers to the immediate response of our sensory receptors (eyes, ears, nose, mouth, fingers) to such basic stimuli as light, color, sound, odors, and textures. c. Perception is the process by which these sensations are selected, organized, and interpreted. The study of perception,
13、 then, focuses on what we add to these raw sensations to give them meaning. d. People undergo stages of information processing in which stimuli are input and stored. Unlike computers, people only process a small amount of information (stimuli) available to them. An even smaller amount is attended to
14、 and given meaning. e. The perceptual process is made up of three stages: 1) Exposure 2) Attention 3) Interpretation*Use Figure 2-1 Here *A classic misunderstanding stemming from a marketers promotional campaign illustrates what can happen when the stimulus categorization process goes awry. Sample b
15、ottles of Sunlight dishwashing liquid, which contains 10 percent lemon juice, were mailed to consumers. Almost 80 people were treated at poison centers after drinking some of the detergent. These individuals apparently assumed that the product was actually lemon juice, because many of the packaging cues resembled Minute Maid frozen lemon juice. Among the characteristics of the Sunlight stimulus used during the cue check stage in the perceptual process was the yellow bottle with a prominent picture of a lemon. Duri
