CHAPTER REFERENCE – CHP. 6
Q. WHAT IS SELECTIVE PERCEPTION?
Q. HOW IS AN UNDERSTANDING OF PERCEPTION IMPORTANT FOR POSITIONING STRATEGY? Q. WHAT IS THE ABSOLUTE THRESHOLD?
Q. WHAT IS THE DIFFERENCIAL THRESHOLD?
Q. WHAT IS SUBLIMINAL ADVERTISING?
We start our examination of the influences on consumer purchase decisions by first looking inside ourselves to see which are the most important internal factors that affect how we make choices.
Perception is how we see ourselves and the world we live in. However, what ends up being stored inside us doesn’t always get there in a direct manner. Often our mental makeup results from information that has been consciously or subconsciously filtered as we experience it, a process we refer to as a perceptual filter. To us this is our reality, though it does not mean it is an accurate reflection on what is real. Thus, perception is the way we filter stimuli (e.g., someone talking to us, reading a newspaper story) and then make sense out of it. Perception has several steps.
• Exposure – sensing a stimuli (e.g. seeing an ad)
• Attention – an effort to recognize the nature of a stimuli (e.g. recognizing it is an ad) • Awareness – assigning meaning to a stimuli (e.g., humorous ad for particular product) • Retention – adding the meaning to one’s internal makeup (i.e., product has fun ads) How these steps are eventually carried out depends on a person’s approach to learning. By learning we mean how someone changes what they know, which in turn may affect how they act. There are many theories of learning, a discussion of which is beyond the scope of this tutorial, however, suffice to say that people are likely to learn in different ways. For instance, one person may be able to focus very strongly on a certain advertisement and be able to retain the information after being exposed only one time while another...