John Nolan奶酪广告.docxVIP

John Nolan奶酪广告John Nolan cheese Advertising产品、广告等营销刺激只有被消费者知觉才会对其行为产生影响。消费者形成何种知觉，既取决于知觉对象，又与知觉时的情境和消费者先前的知识和经验密切联系。消费者知觉的影响因素Products, advertising and other marketing stimuli only consumer perception will their actions have an impact. The consumers the formation of what kind of perception, both depend on the perception of the object, and close ties with the previous knowledge and experience of the perception of situations and consumers.Consumer perception of influencing factors刺激的特性背景与环境消费者的特性（包括消费者的动机、知识、情绪与情感等）知觉的特性The stimulus characteristicsThe background and environment (Context)The consumer characteristics ? a (including consumer motivation, knowledge, emotions and feelings)知觉的整体性：接近律，相似律，连续律，闭合律知觉的选择性知觉的恒常性：大小知觉，明度和颜色，形状，方向知觉的理解性Characteristics of perceptionperception of wholeness: close to the law, the law of similarity, continuous legal closure lawselectivity of perceptionTheperceptual constancy: size perception, lightness and color, shape, direction? understanding of perception一、展露阶段展露是指将刺激物展现在消费者的感觉神经范围内，使其感官有机会被激活。展露具有主动性和自我选择性的特点，这客观上对通过各种媒体包括网络、电视、广播、报刊、电子邮件进行的广告提出了更高的要求。Expose refers to irritants show in consumer sensory nerve within it senses has the opportunity to be activated. Expose the initiative and self-selective characteristics of this objective through a variety of media, including the Internet, television, radio, newspapers, e-mail advertisements put forward higher requirements..过度展露（Overexposure）由于过度重复的展露会使目标对象对该刺激过分熟悉，从而产生适应性或习惯性（Habituation），广告厌烦（Advertising wearout）描述的就是广告的过度展露。过度展露的情况还发生在产品、店铺与品牌经营之中。2.阈下知觉（Subliminal Perception）阈下知觉又可称为潜意识知觉，是指一种刺激虽然低于意识知觉的阈限，但却在感官的绝对阈限之上的状况。Subliminal Perception can be called subliminal perception refers to a stimulus while below the conscious perception threshold, but above the absolute threshold of sensory condition.二、注意阶段注意是指个体对展露于其感觉神经系统之中的刺激作出进一步加工和处理，是对刺激分配某种处理能力。Attention is made ??by the individual to expose out of its sensory nervous system stimulation for further processing and handling, is