DM 272 1st Edition Lecture 6Outline of Last Lecture I. Chapter 2: IntroductionII. An Overview of the Perceptual ProcessIII. Sensory SystemsIV. ExposureOutline of Current Lecture I. Aging in Absolute ThresholdII. AttentionIII. InterpretationCurrent Lecture Aging in Absolute Threshold- Lager font size in print ads- Better lighting in the store- Reading glasses in stores (CVS)- Simpler display/ less chaotic store environmentAttention- Attention: the extent to which consumers devote to particular stimuli- Perceptual Selection: people pay attention to only a small portion of the stimuli to whichthey are exposed- Perceptual Selection Factorso Perceptual filters: determines how much exposure to a s stimulus a person acceptso Perceptual vigilance: only pay attention to what they like/needo Perceptual defense: pay less attention to what you don’t need or don’t like o Perceptual Adaptation: the degree to which consumers continue to notice a stimulus over time. When a stimulus becomes familiar consumers no longer pay attention to the stimulus- Intensity: less intense, less impact- Duration: the longer the exposure, less impactThese 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.- Discrimination: more similar, less impact- Exposure: the more frequent of exposure, less impact- Relevance: less relevant, less impact- Stimulation Selection Factorso Characteristics of the stimuli itself play an important role in determining what wenotice and what we ignore Size/shape Color Position Novelty (ex: piano stairs)Interpretation- Interpretation: assignment of meanings to stimuli based on schemao People assign meanings in different ways- Schemao Set of beliefs- Stimulus organizationo Principles that relate to the way our brains organize stimuli Closure Principle: people tend to perceive an incomplete picture as complete Principle of Similarity: Consumers tend to group objects that share similarphysical characteristics. Figure-ground Principle: one part of the stimulus will dominate (the figure) and the other parts recede into the background - The Eye of the Beholder: interpretational biaseso Experiences o Expectationso Needs, ect. - Semiotics: how to interpret the meanings of symbols around uso Three components: Object: product or focus of message Sign: sensory image representing the meaning of the object- An icon, an index, or a symbol Interpretation: meaning derived from the
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