台大消费者行为cb 07 perception

04101PERCEPTION04102OverviewDefinitionsExposureAttentionInterpretation04103DefinitionsSensation:theimmediateresponseofoursensoryreceptorstobasicstimuliPerception:theprocessbywhichanindividualselects,organizes,andinterpretssensationsintoameaningfulandcoherentpictureoftheworld.04104StagesofPerceptionExposure(e.g.,consumermustseeyourbillboard)Attention(e.g.,consumermustlookatadmessage)Interpretation(e.g.,consumermust“takein”message)04105ExposureTheprocessbywhichtheconsumercomesinphysicalcontactwithastimulus.04106WhenDoesExposureOccur?AbsoluteThresholds:thelowestpointatwhichanindividualcanexperienceasensationDifferentialThresholdsjustnoticeabledifference(j.n.d.)Weber’sLaw:Δs/S=KSubliminalPerception04107SelectiveExposureConsumerscanactivelyseekcertainstimuliandactivelyavoidothers.Zipping（快轉）andZapping（跳台）Selectiveexposurereducesthesizeofaudiencebeingreached04108HowCanWeIncreaseConsumers’Exposure?“Roadblocking”--youcanrun,butyoucan’thide!RepetitionWidepresence04109OverexposureHabituation:whenastimulusbecomessofamiliar/ordinarythatitlosesitsattention-gettingabilityAdvertisingwearout:describesadsthatlosetheireffectivenessbecauseofoverexposureOnesolutiontowearoutinvolvesvaryingadvertisementexecution041010AttentionAttention:theamountofthinkingfocusedinaparticulardirectionBeforecompaniescanexpecttogetconsumers’money,theymustgettheirattentionWithattention,productsgetintoconsumers’considerationsets041011CharacteristicsofAttentionAttentionisselectiveAttentioncanbedividedAttentionislimited041012FourMajorWaysofCapturingAttentionSelf-relevancePleasantnessSurprisingnessEaseofprocessing041013Attention-GettingTechniquesConnectwithconsumers’needspayingconsumerstopayattentionmotionormovementrapid-firescenechangescolorsareniceMakeitbiggermakeitmoreintenselocationThesurprisefactordistinctivenessthehumanattractiontheentertainmentfactorlearnedattention-inducingstimulifindaless-clutteredenvironment041014InterpretationStimulusorganizationInterpretationbiases041015StimulusOrganizationFigure-groundprinciple圖像與背景Closureprinciple封閉性Principleofsimilarity歸類041016InterpretationalBiases:SelectiveDistortionFactorsthatleadtodistortion:physicalappearancesstereotypesirrelevantcuesfirstimpressionsjumpingtoconclusionshaloeffect