ercepLlon

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ercepLlon
A process by whlch lndlvlduals organlze and
lnLerpreL Lhelr sensory lmpresslons ln order Lo
glve meanlng Lo Lhelr envlronmenL
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L|ements of ercept|on
ensaLlon
1he absoluLe Lhreshold
1he dlfferenLlal Lhreshold
ubllmlnal percepLlon
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ensaLlon
lL ls Lhe lmmedlaLe and dlrecL response of Lhe
sensory organs Lo sLlmull
ln markeLlng parlance sLlmull lnclude brand
names adverLlsemenL colors sounds
packaglng eLc
llrsL reflex Lo any markeLlng sLlmull or ad ls
known as sensaLlon
Llmulus recelved by any of Lhe 3 senses ls
sensaLlon
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ensaLlon
AdverLlslng appeallng Lo Lhe consumer's
senses
MarkeLers use brlghL colors lnnovaLlve
concepLs dlfferenL vlsual effecLs Lo caLch Lhe
aLLenLlon of consumer's
locus on lncreaslng Lhe sensory lnpuLs
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ID
LkCL1IL
ILk8
LkCL1IL
Customers
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so|ute 1hresho|d so|ute 1hresho|d
1he lowesL level aL whlch an lndlvldual can
experlence a sensaLlon
1he polnL aL whlch a person can deLecL a
dlfference beLween someLhlng" and noLhlng
ls LhaL persons absoluLe Lhreshold
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so|ute 1hresho|d so|ute 1hresho|d
owesL degree of sensory lnpuLs aL whlch Lhe
consumer becomes aware of a sensaLlon ls
called absoluLe Lhreshold
Lxample
!lngle played ln crowded place on a week day
1he mornlng no effecL
1he evenlng 8eLLer effecL
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|fferent|a| 1hresho|d |fferent|a| 1hresho|d
1he mlnlmal dlfference LhaL can be deLecLed
beLween Lwo sLlmull Also known as Lhe joJ
(jost ootlceoble Jlffeteoce)
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lfferenLlal Lhreshold or [usL noLlceable
dlfference
Ads Lo be deslgned Lo have aL leasL Lhose
many sensory lnpuLs as wlll lnlLlaLe a
sensaLlon ln Lhe consumer
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Jeer's aw Jeer's aw
A Lheory concernlng Lhe percelved
dlfferenLlaLlon beLween slmllar sLlmull of
varylng lnLenslLles (le Lhe sLronger Lhe lnlLlal
sLlmulus Lhe greaLer Lhe addlLlonal lnLenslLy
needed for Lhe second sLlmulus Lo be
percelved as dlfferenL)
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,arket|ng pp||cat|ons of the IN
need Lo deLermlne Lhe relevanL [nd for Lhelr
producLs
so LhaL negaLlve changes are noL readlly
dlscernlble Lo Lhe publlc
so LhaL producL lmprovemenLs are very apparenL
Lo consumers
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u||m|na| ercept|on u||m|na| ercept|on
ercepLlon of very weak or rapld sLlmull
recelved below Lhe level of consclous
awareness
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u||m|na| ercept|on
obllmlool petceptloo
ccurs when Lhe sLlmulus ls below Lhe level of Lhe
consumer's awareness
ubllmlnal Lechnlques
mbeJs 1lny flgures LhaL are lnserLed lnLo magazlne
adverLlslng by uslng hlghspeed phoLography or
alrbrushlng
1here is /itt/e evidence thot sub/imino/ stimu/i con brinq
obout desired behovioro/ chonqes
thics in usinq sub/imino/ percept|on
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u||m|na| ,essages |n ds
CrlLlcs of subllmlnal
persuaslon ofLen focus on
amblguous shapes ln
drlnks Lhe use of Lhls
Lechnlque
u||m|na| ,essages |n ds
upra||m|na| ercept|on upra||m|na| ercept|on
ercepLlon of sLlmull LhaL are above Lhe level
of consclous awareness ls called supro/imino/
perception whlch ls generally known as
perception
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The Perception Process
Selective Exposure
Random Deliberate
Selective Attention
Low involvement High Involvement
Selective Interpretation
Low involvement High Involvement
Memory
Short-term Long-term
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1Lxposure
elecLlve percepLlon
elecLlve exposure
elecLlve aLLenLlon
ercepLual defense
ercepLual blocklng
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tep1 e|ect|ve exposure
Consumers acLlvely seek ouL messages LhaL
Lhey flnd pleasanL or wlLh whlch Lhey are
sympaLheLlc and Lhey acLlvely avold palnful or
LhreaLenlng ones
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CONTROLLING ZAPPING AND ZIPPING
TV advertisers have to cope with 'Zapping' (switching across TV channels
with remote control, or completely switching off for some seconds then
switching on again);
and 'Zipping' (fast-forwarding the ad part when playing pre-recorded
cassettes / CD / DVD on a VCR / VCP or DVD player).
Research shows that increased levels of clutter reduce effectiveness of
individual ads.
There is inverse relationship between clutter and ad recall.
Time bought on TV does not guarantee exposure, it only provides
opportunity to communicate to the audience.
MuLlng
MuLlng ls Lurnlng Lhe sound off durlng
commerclal breaks
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CONTROLLING ZAPPING AND ZIPPING
The size of the audience shrinks during a commercial break (this break is
also called pod").
oung adults zap more than the older adults, and men are more likely to zap
than women.
Advertisements placed either at the beginning or the end of commercial
breaks, were less prone to be affected by clutter than the ads placed in the
middle.
Ads of high-involvement nature were also less prone to be affected by clutter
than low-involvement ads.
Advertisers can control the problem of zapping and zipping to some extent by
creating ads that are highly entertaining and interesting from the audience's
point of view.
e|ect|ve ttent|on
Consumers are llkely Lo noLe ads for producLs
LhaL would saLlsfy Lhelr needs and dlsregard
Lhose ln whlch Lhey have no lnLeresL
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ttent|on and dvert|s|ng
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erceptua| efense
Consumers subconsclously screen ouL sLlmull
LhaL Lhey flnd psychologlcally LhreaLenlng
even Lhough exposure has already Laken
place
ercepLual defense happens for ads wlLh
lnLense fear appeals
Lx Ads on wearlng helmeLs smoklng
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erceptua| 8|ock|ng
Consumers proLecL Lhemselves from belng
bombarded wlLh sLlmull by slmply Lunlng
ouL" LhaL ls blocklng such sLlmull from
consclous awareness (channel swlLchlng
durlng commerclal break)
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ttent|on
l Llmulus
ll lndlvldual facLors
lll lLuaLlonal facLors
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LNTS OF ADS THAT ATTRACT ATTNTION
our reasons for getting attention to information:
nformation that may be highly useful for a person
nformation that supports the audience's opinion
about some tangible or intangible thing
Stimulating information
nteresting information as per the audience.
LNTS OF ADS THAT ATTRACT ATTNTION
People readily expose themselves to information that has practical value for
them.
Headlines that promise something attract attention
A new model in a familiar product category and different features catches
attention
Ad Copy must be short and punchy
Consumers actively search information, in case of high-involvement product
category, when uncertainty and risk is high.
Attention is obtained when an object is significantly different from what it
should be, i.e. a novelty item, or something unexpected, as people like to
have a change.
AD CHARACTRISTICS THAT ATTRACT ATTNTION
arge, full-page ads with color attract more attention than smaller black and
white ads.
The ad copy phrased in concrete and specific terms attracts more attention
than the one phrased in abstract terms.
Ads placed on upper half of the left side page gets more attention.
Ads placed on the back of magazines, front inside cover and inside of back
cover, attract more reader attention.
Ads that are surprising or funny are more likely to be read.
Interpretation Or Comprehension
Attention alone is not enough, the ad message needs to be understood
(i.e. comprehension).
Possession of some prior knowledge about the product makes it easier for
consumers to comprehend additional information.
Good comprehension of ad message by the audience is extremely
important for persuasion to occur.
Simple recall of an ad does not necessarily enhance audience
comprehension.
Consumer's comprehension may be purely objective or may add
subjective inputs.
COPRHNSION
Gestalt psychology explains that stimuli are perceived as a whole and
hence what is important is to consider the whole ad because it has a
meaning that is distinct from its individuals.
Three most basic principles of perceptual organization are:
igure and Ground
Grouping, and
Closure
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t|mu|us Crgan|zat|on
A sLlmulus wlll be lnLerpreLed based on lLs assumed
relaLlonshlp wlLh oLher evenLs sensaLlons or lmages
losote ltloclple
eople Lend Lo percelve an lncompleLe plcLure as
compleLe
ltloclple of lmllotlty
Consumers Lend Lo group LogeLher ob[ecLs LhaL share Lhe
same physlcal characLerlsLlcs
lqoteqtoooJ ltloclple
ne parL of a sLlmulus wlll domlnaLe (Lhe flgure) and oLher
parLs wlll recede lnLo Lhe background (Lhe ground)
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FIGUR AND GROUND
The 'figure' is usually perceived clearly as it appears to be well
defined, solid and in the forefront.
The 'ground' (background) is perceived as indefinite, hazy, and
continuous.
The common line separating the figure and ground is perceived as
part of the figure rather than the ground.
earning may affect which stimuli will be perceived as the figure
and which as ground.
Perceptual organisation is influenced by motives and expectations
based on experience of individuals.
Advertisers should plan their ads to ensure that the stimulus is
perceived by the audience as figure and not as ground.
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GROUPING
ndividuals have a tendency to 'group stimuli
automatically', so that they form a unified whole
picture or impression.
This facilitates the individuals memory and recall.
Advertisers can use grouping to imply certain
desired meanings with regard to the advertised
product.
t also helps to remove any ambiguity from
stimuli.
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CLOSUR
Another Gestalt principle says that individuals have a
need for closure and, as a result of this, consumers
have a conscious or subconscious urge to fill up the
missing portion in a picture or message.
When consumers hear a familiar jingle associated
with a brand, they complete the missing message in
their mind.
This act of message completion serves to involve the
audience more deeply, often resulting in enhanced
learning.
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