MKTG 305 1st EditionLecture 6Outline of Last Lecture I. Job OpportunityII. Consumer “Dark Side” III. Sensation and PerceptionIV. Hedonic ConsumptionV. Sensory Marketing,VI. Perception ProcessOutline of Current Lecture I. Perception process continueda. Attentionb. InterpretationII. Stimulus organizationCurrent LecturePerception Process:2) Attention:-extent to which processing activity is devoted to a particular stimulus - Competition for our attention (between 1000 and 3500 ad information pieces per dayo Sensory overloadRich media- some companies try to engage consumers in their process (via websites etc.) Perceptual selection-people pay attention to only a small portion of the stimuli to which they are exposed Personal selection factors:a) perceptual vigilance- consumers are more likely to be aware of stimuli that relate to current needsThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.b) perceptual defense- people see what they want and don’t see what they don’t wantc) adaptation- the degree to which consumers continue to notice a stimuli after time (ie. Getting used to a smell)3) Interpretation:Interpreting-the meaning that we assign to sensory stimuli (these meanings depend on our schema or set of beliefs and values)Stimulus Organization- we interpret sensations to others already in our memoryGestalt: people interpret meaning from the totality of a set of stimuli rather than from and individual stimuli-closure (needing to finish something)-similarity (people group similar things)-figure-ground (a dominant figure and a
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