台大消费者行为cb 07 perception

1、PERCEPTION04101OverviewDefinitionsExposureAttentionInterpretation04102DefinitionsSensation: the immediate response of our sensory receptors to basic stimuliPerception: the process by which an individual selects, organizes, and interprets sensations into a meaningful and coherent picture of the world

2、. 04103Stages of PerceptionExposure(e.g., consumer must see your billboard)Attention(e.g., consumer must look at ad message) Interpretation (e.g., consumer must “take in” message)04104ExposureThe process by which the consumer comes in physical contact with a stimulus.04105When Does Exposure Occur?Ab

3、solute Thresholds:the lowest point at which an individual can experience a sensationDifferential Thresholds ljust noticeable difference (j.n.d.)lWebers Law: s/S=KSubliminal Perception04106Selective ExposureConsumers can actively seek certain stimuli and actively avoid others.Zipping（快轉） and Zapping

4、（跳台）Selective exposure reduces the size of audience being reached04107How Can We Increase Consumers Exposure?“Roadblocking”-you can run, but you cant hide!RepetitionWide presence04108OverexposureHabituation: when a stimulus becomes so familiar/ordinary that it loses its attention-getting abilityAdve

5、rtising wearout: describes ads that lose their effectiveness because of overexposureOne solution to wearout involves varying advertisement execution04109AttentionAttention: the amount of thinking focused in a particular directionBefore companies can expect to get consumers money, they must get their

6、 attentionWith attention, products get into consumers consideration sets041010Characteristics of AttentionAttention is selectiveAttention can be dividedAttention is limited041011Four Major Ways of Capturing AttentionSelf-relevancePleasantnessSurprisingnessEase of processing041012Attention-Getting Te

7、chniquesConnect with consumers needspaying consumers to pay attentionmotion or movementrapid-fire scene changescolors are niceMake it biggermake it more intenselocationThe surprise factordistinctivenessthe human attractionthe entertainment factorlearned attention-inducing stimulifind a less-cluttered environment041013InterpretationStimulus organizationInterpretation biases041014Stimulus OrganizationFigure-ground principle 圖像與背景Closure principle 封閉性Principle of similarity 歸類 041015Interpretational Biases: Selective DistortionFactors that lead