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0410 PERCEPTION Overview Definitions Exposure Attention Interpretation Definitions Sensation: the immediate response of our sensory receptors to basic stimuli Perception: the process by which an individual selects, organizes, and interprets sensations into a meaningful and coherent picture of the world. Stages of Perception Exposure(e.g., consumer must see your billboard) Attention(e.g., consumer must look at ad message) Interpretation (e.g., consumer must “take in” message) Exposure The process by which the consumer comes in physical contact with a stimulus. When Does Exposure Occur? Absolute Thresholds:the lowest point at which an individual can experience a sensation Differential Thresholds just noticeable difference (j.n.d.) Weber’s Law: Δs/S=K Subliminal Perception Selective Exposure Consumers can actively seek certain stimuli and actively avoid others. Zipping（快轉） and Zapping （跳台） Selective exposure reduces the size of audience being reached How Can We Increase Consumers’ Exposure? “Roadblocking”--you can run, but you can’t hide! Repetition Wide presence Overexposure Habituation: when a stimulus becomes so familiar/ordinary that it loses its attention-getting ability Advertising wearout: describes ads that lose their effectiveness because of overexposure One solution to wearout involves varying advertisement execution Attention Attention: the amount of thinking focused in a particular direction Before companies can expect to get consumers’ money, they must get their attention With attention, products get into consumers’ consideration sets Characteristics of Attention Attention is selective Attention can be divided Attention is limited Four Major Ways of Capturing Attention Self-relevance Pleasantness Surprisingness Ease of processing Attention-Getting Techniques Connect with consumers’ needs paying consumers to pay attention motion or movement rapid-fire scene changes colors are nice Make it bigger make it more intense location The surprise factor di