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Perceptions - Coggle Diagram

- - - - Sight
        
        Colours
        
        affects emotion
        
        Perception changes depending on culture, age, and sex
      - Smell
        
        Influences consumer behaviour
        
        Picking scents for consumers to assoicate brand with
        
        Ads communicating scent visually
        
        Scent Marketing
      - Hearing
        
        ICB
        
        Jingles for consumers to know brands by
        
        Sonic Branding
      - Touch
        
        humans want to touch things
        
        Endowment affect
        
        more someone holds the product, more attachment
        
        Phone haptics
        
        Controller rumble
        
        Need for Touch (NFT) Theory
        
        refer extract info through touch
        
        High NFT -> High Autoteltics
        
        these consumers are persuaded to buy if haptic element is involved (touch screen)
      - Taste
        
        Linked to smell
        
        Culture affects taste preference
        
        looks of foods, texture, and smell affect taste
    - - Stimulate senses
      - AR brings digital senses as layers to irl
      - VR - full virtual experience
  - - - minimum amount of stimulation that can be detected on sensory channel
      - Just Noticeable Difference (JND)
        
        minimum change in stimulus
        that can be detected
        
        Weber's Law
        
        Initial stimulus (I) and
        the JND for stimulus (change in I) is constant
        
        K = change in I / I
        
        can make changes
        that will be unnoticeable by consumers
        
        Change is below the JND
      - Subliminal mesages
        
        messages sent below absolute thresholds but can technically be perceived
        
        Proven to work in labs but no evidence for irl
    - - Choose which s to get exposed to
      - Consumers avoid ads
        
        Zipping - fastfowarding
        
        Zapping - switching channel
        
        Muting
        
        Skipping
      - What can marketers do?
        
        Attention-grabbing ads
        
        Product placement
        
        permission-based marketing
        
        consumers give consent to receiving ads
  - - - Perceptual Vigilance
        
        we pay attention to S that is relevant to us
        
        Ads must be relevant to target consumers based on their behaviours
      - Perceptual Defence
        
        We avoid S that threaten us emotionally, criticism, and goes against beliefs
      - Adaptation
        
        We notice less certain S over time we are exposed to it
    - - Characteristics of S
      - Contrast
        
        S that stands out
        
        Can be achieved through size, colour, position, novelty
  - - - We tend to compare it to other sensations
        
        Gestalt Psychology
        
        We derive meaning from a totality of stimuli instead of one
        
        Principle of Closure
        
        Consumers complete an incomplete picutre
        
        Can be used to encourage consumer participation
        
        Principle of Similarity
        
        We group things that look similar
        
        Can highlight in area of an ad by giving it a color that differs from the rest
        
        used to create a common perception across different products under a brand
        
        Principle of Figure-Ground
        
        When viewing a figure and its background, one part would dominate the other.
    - - assign meaning to S based on beliefs
      - Brands can train consumers to associate them with certain beliefs through ads