Consumer behaviour - Perception
Consumer Behaviour
Perception
People undergo stages of information processing where stimuli are input and stored. However we do not passively process whatever information is present. Only a very small number are ever noticed and an even smaller number attended to. And the stimuli that do enter our consciousness are not processed objectively. The meaning of a stimulus is interpreted by the individual who is influenced by their unique biases, needs and experiences. These three stages of exposure (or sensation) make up the process of perception.
Sensation refers to the immediate response of our sensory receptors (e.g. eyes, ears, nose, mouth, fingers)
Perception is the process by which these stimuli are selected, organised and interpreted.
Our interpretations or assumptions stem from Schemas, an organised collection of beliefs and feelings.
Vision
Colours are rich in symbolic value and cultural meanings. For e.g. the display of red, white and blue evoke feelings of patriotism for both British and French. New clear packaging is used to convey qualities such as purity and simplicity (Innocent Smoothies). Green has been gaining popularity as consumer have become more ecological conscious however been criticized by consumers for “greenwashing” for misleading environmentally friendly attributes. As colour choices may be affected by trends what is “hot” today will change tomorrow.
Smell
Odours can stir emotions or create a calming feeling. They can invoke memories or relieve stress.
Sound
Many aspects of sound affect people’s feeling and behaviours. Muzak is heard by millions of people every day, it is so called “functional music) that is played in stores, shopping centres and offices either to stimulate or relax consumers. Time Compression is a technique used by broadcasters to manipulate perceptions of sound.
Touch
Little research has been done on the effects of tactile stimulation however observation reveals this sensory
Perception
People undergo stages of information processing where stimuli are input and stored. However we do not passively process whatever information is present. Only a very small number are ever noticed and an even smaller number attended to. And the stimuli that do enter our consciousness are not processed objectively. The meaning of a stimulus is interpreted by the individual who is influenced by their unique biases, needs and experiences. These three stages of exposure (or sensation) make up the process of perception.
Sensation refers to the immediate response of our sensory receptors (e.g. eyes, ears, nose, mouth, fingers)
Perception is the process by which these stimuli are selected, organised and interpreted.
Our interpretations or assumptions stem from Schemas, an organised collection of beliefs and feelings.
Vision
Colours are rich in symbolic value and cultural meanings. For e.g. the display of red, white and blue evoke feelings of patriotism for both British and French. New clear packaging is used to convey qualities such as purity and simplicity (Innocent Smoothies). Green has been gaining popularity as consumer have become more ecological conscious however been criticized by consumers for “greenwashing” for misleading environmentally friendly attributes. As colour choices may be affected by trends what is “hot” today will change tomorrow.
Smell
Odours can stir emotions or create a calming feeling. They can invoke memories or relieve stress.
Sound
Many aspects of sound affect people’s feeling and behaviours. Muzak is heard by millions of people every day, it is so called “functional music) that is played in stores, shopping centres and offices either to stimulate or relax consumers. Time Compression is a technique used by broadcasters to manipulate perceptions of sound.
Touch
Little research has been done on the effects of tactile stimulation however observation reveals this sensory