2nd chapter perception by soloman
TRANSCRIPT
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Perception
Session 3
Chapter no: 2
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The story of the candy shop:
There are two candy shops next to a school. One shop charges a slightlyhigher price than the other, but still gets most of the students (i.e.,
higher sales). When the children are asked why they purchase from thehigher priced candy shop, they say, The other store takes candy awayfrom us.
It turns out that the lower price shop owner piles candy on a scale andthen removes from the pile to arrive at the desired weight. On the
other hand, the higher price shop owner starts with little candy andadds to it to until the desired weight is reached. This shows that eventhough the same amount is sold in both shops, the buyers perceptionof value is very different. Even though the price is slightly higher at oneshop, the children think they are getting a better value for their buck.The bottom line is, do some market research to understand how your
buyers perceive your product/service. How do they see it incomparison to a competitors products/services? Determining buyerperception is essential to increasing sales, and in turn, increasingprofits.
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CHANGES
AROUND
US
Taste
(Gustatory)
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An Overview of the Perception Process
Figure 2.1
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Sensory Systems
Vision
human eye is only capable of perceiving light atwavelengths between 390 and 750 nanometers.
Smellhuman ear is usually cited as 20 20,000 Hz./ In
actuality, the average hearing threshold is, in fact,between 0 and 5 decibels.
Touch
Taste
HearingMarketing Quality Circle
http://www.google.com.pk/url?sa=i&rct=j&q=touching&source=images&cd=&cad=rja&docid=OuQjIUPhVKwPiM&tbnid=x1d6yacENZ8uBM:&ved=0CAUQjRw&url=http://www.colourbox.com/image/picture-of-happy-blue-eyed-baby-boy-touching-mama-image-2533599&ei=m_YhUev-Nqqp4ASnzIHYBQ&bvm=bv.42553238,d.bGE&psig=AFQjCNGfT2fMvlU5DHA4gpPXZIk7_C6BfQ&ust=1361266654451859http://www.google.com.pk/url?sa=i&rct=j&q=smell+roses&source=images&cd=&cad=rja&docid=JcNOQB-mcdME9M&tbnid=1AWysVltIx4dxM:&ved=0CAUQjRw&url=http://purespiritcreations.com/wordpress/2013/01/03/do-you-cut-of-your-nose-to-spite-your-face/smell-roses-stuart-miles-freedigital/&ei=B_UhUamdFvGK4gTNuoDIAQ&bvm=bv.42553238,d.bGE&psig=AFQjCNHENYypVKhHlXnGedWjP6rxRRf69Q&ust=1361266123230433http://www.animationlibrary.com/animation/21645/Look/ -
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Sensation and Perception
Sensation:
The immediate response of our sensory receptors (eyes,ears, nose, mouth, fingers) to basic stimuli such as light,color, sound, odors, and textures
Perception:
The process by which an individual selects, organizes, andinterprets stimuli into a meaningful and coherent pictureof the world.
The Study of Perception: Focuses on what we add to raw sensations to give them
meaning
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Exposure
A stimulus comes within range of someones
sensory receptors
Deliberate Exposure
Random Exposure
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Sensory Thresholds & Subliminal Perception
Sensory Thresholds:
Psychophysics: The science that focuses on how the physical environment is
integrated into our personal subjective world.
Absolute Threshold: The minimum amount of stimulation that can be detected on a given
sensory channel.
Differential Threshold: The ability of a sensory system to detect changes or differences
between two stimuli. The minimum difference that can be detectedbetween two stimuli is known as thej.n.d. (just noticeable difference).
Subliminal Perception:
Occurs when the stimulus is below the level of the consumers
awareness.
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Exercise
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Attention
Occurs when stimulus activates one or moresensory receptor nerves and the resulting
sensations go to the brain for processing.
Determined by:
1. Stimulus Size
Colour
Position
Novelty
Isolation
Format
Contrast
Compressed messages
Information quantity
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2. IndividualInterest
Need
Personal Selection factors
Experience
Perceptual vigilancePerceptual defense
Adaptation
3. Situation
Program involvement
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Interpretation
Assignment of meaning to stimuli
1. Cognitive interpretation
2. Affective interpretation
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http://images.google.com.pk/imgres?imgurl=http://upload.wikimedia.org/wikipedia/commons/a/a4/Sign_Language_Interpretation_1.JPG&imgrefurl=http://commons.wikimedia.org/wiki/File:Sign_Language_Interpretation_1.JPG&usg=__Qgh_Oyn2tvp8gsrMDGoA7Gg0_UA=&h=900&w=900&sz=35&hl=en&start=5&itbs=1&tbnid=nzEl2ZulD7Ev_M:&tbnh=146&tbnw=146&prev=/images?q=interpretation&hl=en&gbv=2&tbs=isch:1http://images.google.com.pk/imgres?imgurl=http://upload.wikimedia.org/wikipedia/commons/8/82/Sign_Language_Interpretation_2.JPG&imgrefurl=http://commons.wikimedia.org/wiki/File:Sign_Language_Interpretation_2.JPG&usg=__5nTK4uCWa2c5ih5Z5ymTUaVgjcM=&h=900&w=900&sz=35&hl=en&start=7&itbs=1&tbnid=Yd7-TFgHUS-XuM:&tbnh=146&tbnw=146&prev=/images?q=interpretation&hl=en&gbv=2&tbs=isch:1 -
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Determinants of interpretation
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Determinants of Interpretation
Individual characteristics Learning
Expectation
Situational Characteristics
Temporary characteristics of individual Time available
Physical characteristics
Semiotics
Stimulus Characteristics Gestalt Closure Principle
Principle of Similarity
Figure Ground Principle
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Determinants of Interpretation
1. Individual characteristics
Expectation
Past Learning
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2. Situational Characteristics
a. Temporary characteristics of individualb. Time available
c. Physical characteristics (arrangements)
d. Semiotics
Object
SignInterpr
etant
Icon
Index
Symbol
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3. Stimulus Characteristics
1. Closure Principle
L ke y ur b ain, the n w L nd Rov r
autom tic lly adj sts to anyth ng
2. Principle of Similarity
3. Figure Ground Principle
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Lifestyle Competitors
Price Leadership Occasions
Attributes Users
Product Class Quality
Positioning Strategy
A fundamental part of acompanys marketing efforts asit uses elements of themarketing mix to influence theconsumers interpretation of itsmeaning.
Many dimensions can establisha brands position in themarketplace:
Perceptual Positioning
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