PERCEPTION
In this lesson we learned about perception. Perception is the process of sensing, selecting and interpreting consumer stimuli in the external world (Wilkie 1994). It is also how we see the world around us (Schiffman and Kanuk 2003). We looked at buyer decision process from needing recognition to post purchase behaviour. We also looked at factors influencing the customers behaviour like cultural, social, personal and psychological to the buyer. Perception can be a way of belief or sight. A belief or opinion are often held by many people and are based on appearances. Sight is an awareness of things through the physical senses, especially sight or someone’s ability to notice and understand things that are not obvious to other people.
We looked at what needs to be done for assignment one with the experiments to test the appropriateness of perception theories in today’s society. We looked at why the five senses is important to advertisers which are sight, hearing, taste, touch and smell. We looked at some pictures relating to some ads relating to the five senses.
This lesson helped me understand that marketers have to look at the five senses of the customers in order to catch our attention, this way they can increase the number of tactics to gain our attention for example perfume testers. Looking at some ads on you tube shows us how some ads are making use of backing music.
We looked at what needs to be done for assignment one with the experiments to test the appropriateness of perception theories in today’s society. We looked at why the five senses is important to advertisers which are sight, hearing, taste, touch and smell. We looked at some pictures relating to some ads relating to the five senses.
This lesson helped me understand that marketers have to look at the five senses of the customers in order to catch our attention, this way they can increase the number of tactics to gain our attention for example perfume testers. Looking at some ads on you tube shows us how some ads are making use of backing music.
An article on this topic can be found on warc.com. Gestalt psychology is where an element captures our attention but the background is not very different even though it still does not catch our attention. We tend to see a incomplete picture as a complete one. This is done using contrast which is used a lot in the advertising industry. We need to try and fill in the gaps to see a picture completely, For example when we hear a couple of notes we then tend to remember the whole thing. A useful site for this form of advertising is http://www.scientificpsychic.com/graphics/.
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