MAR 4503 Lecture Notes - Lecture 3: Absolute Threshold, Just-Noticeable Difference, Gestalt Psychology
Document Summary
Perception happens after attention: exposure, external stimuli, sights, sounds, smells, tastes, touch/movement, attention, perception, comprehension, behavior. The process by which the consumer comes into contact with the stimulus. Stimulus relates to a product or elements of the environment. How would you get someone exposed to your brand. Perceptual fluency: stimuli easier to process (more fluent) if they were processed before. Exposure seems to cause increases in liking: fang et al 2007 study: no exposure vs. 20 exposures. The process by which we devote mental activity to a stimulus or a sensation. Some characteristics of attention: can be voluntary or involuntary, can be divided, is limited, therefore must me selected perceptual selection, additional capacity video games. Motivation: cocktail party effect, perceptual vigilance we notice what"s important in the moment. Arousal: funeral degree of alertness, affects how ma y cognitive resources can be devoted to stimulus. Novelty/expectation violation: unexpected add or product format, unexpected placement. Vividness: color, music, humor, position, size.
