5 Perception

ref: Michael R. Solomon (2014), Consumer Behavior 11/e. Global edition. Pearson.

Information Processing

Exposure Attention Interpretation memory purchases

Perception

Perceptual Process

We receive external stimuli through our five senses  

• Subconscious judgment

about a product within 90

seconds

• 62 ~ 90 % of assessment

based on color alone

Colors

■  McDonalds -

■  Burger King -

■  Shin-Ramen -

■  Starbucks -

10 MIO bottles in the first 7 months $23 MIO in sales

Dunkin’ Donuts outlets near bus stops: Customer Visit 16% Sales 29%.

Sound

■  Audio watermarking

■  Sound symbolism

■  Phenomes

Threshold

■  Absolute threshold: the minimum amount of stimulation a person can detect on any given sensory channel

■  differential threshold: intensity difference needed for a person detect changes in or differences between two stimuli

■  j.n.d (just noticeable difference)

Subliminal Techniques

Stage 1: Exposure

■  Key Concepts

■  Sensory threshold

■  Psychophysics

■  Absolute threshold

■  Differential threshold

■  JND (just noticeable difference)

Selective Exposure

■  Zipping: Fast-forwarding through a commercial

■  Zapping: switching channels

■  muting

Retail Strategy

Voluntary Exposure

■  Infomercials

■  Permission-based marketing

Advergame