文档介绍：PERCEPTION
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Overview
Definitions
Exposure
Attention
Interpretation
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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.
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Stages of Perception
Exposure(., consumer must see your billboard)
Attention(., consumer must look at ad message)
Interpretation (., consumer must “take in” message)
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Exposure
The process by which the es in physical contact with a stimulus.
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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
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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
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How Can We Increase Consumers’ Exposure?
“Roadblocking”--you can run, but you can’t hide!
Repetition
Wide presence
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Overexposure
Habituation: when a stimulus es 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
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Attention
Attention: the amount of thinking focused in a particular direction
panies can expect to get consumers’ money, they must get their attention
With attention, products get into consumers’ consideration sets
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