台大消费者行为cb 07 perception.pptVIP

0410 1 PERCEPTION 0410 2 Overview Definitions Exposure Attention Interpretation 0410 3 Definitions Sensation: the immediate response of our sensory receptors to basic stimuli Perception: the process by which an individual selects, organizes, and interprets sensations into a meaningful and coherent picture of the world. 0410 4 Stages of Perception Exposure(e.g., consumer must see your billboard) Attention(e.g., consumer must look at ad message) Interpretation (e.g., consumer must “take in”message) 0410 5 Exposure The process by which the consumer comes in physical contact with a stimulus. 0410 6 When Does Exposure Occur? Absolute Thresholds:the lowest point at which an individual can experience a sensation Differential Thresholds just noticeable difference (.) Weber’s Law: Δs/S=K Subliminal Perception 0410 7 Selective Exposure Consumers can actively seek certain stimuli and actively avoid others. Zipping（快轉）and Zapping （跳台）Selective exposure reduces the size of audience being reached 0410 8 How Can We Increase Consumers’Exposure? “Roadblocking”--you can run, but you can’t hide! Repetition Wide presence 0410 9 Overexposure Habituation: when a stimulus becomes so familiar/ordinary that it loses its attention-getting ability Advertising wearout: describes ads that lose their effectiveness because of overexposure One solution to wearout involves varying advertisement execution 0410 10 Attention Attention: the amount of thinking focused in a particular direction Before companies can expect to get consumers’money, they must get their attention With attention, products get into consumers’consideration sets 0410 11 Characteristics of Attention Attention is selective Attention can be divided Attention is limited 0410 12 Four Major Ways of Capturing Attention Self-relevance Pleasantness Surprisingness Ease of processing 0410 13 Attention-Getting Techniques Connect with consumers’needs paying consumers to pay attention motion or movement rapid-fire scene changes colors are