Please enable JavaScript.
Coggle requires JavaScript to display documents.
L3: Processing of Information (Insights (Attention is far more limited and…
L3: Processing of Information
Exposure and attention
Sensory inputs
Exposure
Attention
Paying attention only through when certain goals or personal affection --> see something when relevant to you 'perceptual viligance'
Stimulus factors
Novelty
Colour, size, position
Attractive stimulus
Emotions: Fear, Humour, sex, Zeigarnik effect (Remembering unfinished tasks)
Weber's law or just noticeable difference: there must be a minimum difference between two stimuli to be noticed. e.g. taste like 10 percent difference
Perception
'Process by which we select, organise, and interpret information from the outside world.
Three factors necessary for perception to occur
Exposure: Capable of registering a stimulus
Attention: Mental processing activity
Interpretation: Assigning meaning
Limited exposure and attention
ad-skipping
Ad-blockers
Distracted living
High price --> High quality perception e.g. Wine, branded products (trust)
Consumer research
Consumers do little external search even for major purchases
50 % look only at one store / 70% look at one brand only
SEO: 60% of online searches click on top 3 search results
Insights
Attention is far more limited and much less voluntary than realised
Perception is highly malleable
Thus, remove roadblocks and leverage psychological factors