Chapter 4
Perception Process through which stimuli information in the environment is selected, organized and
interpreted through the sense organs.
Exposure to stimuli:
• Sight;
• Sound;
Sensory receptors → Attention → Interpretation → Response
• Smell;
• Taste;
• Texture
▪ Perceptual process
1. Exposure (to stimuli): ensuring that the stimulus (described in purely physical terms) is in
the appropriate place for consumers to have access to it.
▪ Inattentional blindness: inability to notice an unexpected object because the viewer’s
focus is elsewhere.
• Panograms: helps supermarkets maximize sales by item-shelf placement,
expensive products are at eye sight.
▪ Linked to physical positioning that can be managed by marketing and advertising.
▪ Selective exposure: the active seeking and avoidance of stimuli.
• Perceptual vigilance: when a consumer, depending on the person, their situation
and the nature of the stimulus, (un)consciously filters stimuli for relevance.
• EX: skipping car commercials when you are not looking for a car.
• Perceptual defense: When a consumer inhibits perception of potentially
threatening or unpleasant stimuli.
• EX: smoker skips health warnings about smoking / skipping sad images from
charity advertising
2. Sensation: receive sensations through sensory receptors.
▪ Sensory receptors
• Eyes:
• Colors can be interpreted different ways, and interpretations differ via culture,
person etc., and can have an effect on taste etc.
• 80% of all human perception.
• Size, shape and the environment an object is put in influence interpretation.
• Perceptual fit between the brand and target audience is important.
• Ears:
• Music is designed to enhance / change people’s mood to encourage purchase.
• Audio-branding will increase.
• Nose:
• 75% of all human emotions are due to smell: smells can elicit emotions in
people, particularly in relation to memory.
• The olfactory bulb in the brain detects smells and relates them to the
limbic system which connects emotion and memory.
• (un)acceptability of smells is co-determined by culture.
• Mouth:
• Taste is highly specific to individuals and cultures and can change over time.
• Taste perception is influenced by texture, sound, color, packaging,
temperature, the way presented, knowledge / expectations / previous history
with product / brand.
• Hyper palatability: flavor that further stimulates the appetite
• Skin (haptic):
1
Perception Process through which stimuli information in the environment is selected, organized and
interpreted through the sense organs.
Exposure to stimuli:
• Sight;
• Sound;
Sensory receptors → Attention → Interpretation → Response
• Smell;
• Taste;
• Texture
▪ Perceptual process
1. Exposure (to stimuli): ensuring that the stimulus (described in purely physical terms) is in
the appropriate place for consumers to have access to it.
▪ Inattentional blindness: inability to notice an unexpected object because the viewer’s
focus is elsewhere.
• Panograms: helps supermarkets maximize sales by item-shelf placement,
expensive products are at eye sight.
▪ Linked to physical positioning that can be managed by marketing and advertising.
▪ Selective exposure: the active seeking and avoidance of stimuli.
• Perceptual vigilance: when a consumer, depending on the person, their situation
and the nature of the stimulus, (un)consciously filters stimuli for relevance.
• EX: skipping car commercials when you are not looking for a car.
• Perceptual defense: When a consumer inhibits perception of potentially
threatening or unpleasant stimuli.
• EX: smoker skips health warnings about smoking / skipping sad images from
charity advertising
2. Sensation: receive sensations through sensory receptors.
▪ Sensory receptors
• Eyes:
• Colors can be interpreted different ways, and interpretations differ via culture,
person etc., and can have an effect on taste etc.
• 80% of all human perception.
• Size, shape and the environment an object is put in influence interpretation.
• Perceptual fit between the brand and target audience is important.
• Ears:
• Music is designed to enhance / change people’s mood to encourage purchase.
• Audio-branding will increase.
• Nose:
• 75% of all human emotions are due to smell: smells can elicit emotions in
people, particularly in relation to memory.
• The olfactory bulb in the brain detects smells and relates them to the
limbic system which connects emotion and memory.
• (un)acceptability of smells is co-determined by culture.
• Mouth:
• Taste is highly specific to individuals and cultures and can change over time.
• Taste perception is influenced by texture, sound, color, packaging,
temperature, the way presented, knowledge / expectations / previous history
with product / brand.
• Hyper palatability: flavor that further stimulates the appetite
• Skin (haptic):
1
