Professional Documents
Culture Documents
Selective distortion
We add preconceived ideas or attitudes to interpret new information that
enters the sensory store of the memory
Selective retention
We remember information that we find meaningful and interesting
Selective attention
We dont take in all the information around us
Marketers need to identify what their customers will notice
and pay attention to
Perception theories that guide
marketing decisions
Stimulus generalisation
When a conditioned response occurs to stimuli that
are similar to the conditioned stimulus
When you find it hard to tell the difference between
two stimuli - e.g. me-too products
Stimulus discrimination
Ability to see a distinct difference between stimuli
What marketers want to achieve from their products
Perception theories that guide
marketing decisions
The influence of colour on perception
Colours have different meanings, which can vary from culture
to culture
What do these colours mean to you?
Blue
Red
White
Green
Choose colours carefully for advertising, signage and packaging as it can
influence what they mean to your target audience