Lecture 3
The monkey business solution Webers Law and
https://www.youtube.com/watch?v=IGQmdoK_ZfY thresholds
• Video with gorilla appearing while people are throwing a ball schema
• When you try to nd the gorilla you might miss other important events
gestallt principles
Pyramid of perception Exposure attention interpretation
• Good that we don't pay attention to everything
• But it does make us miss out on stu , or do we?
• Might have unconscious e ect
◦ Ex. Waking up from crying baby cause it triggers something
What is perception?
• The process by which sensations are selected,
organized and interpreted
• The study of perception focuses on how we give
meaning to raw sensations
Perception: 3 stages EAI
• Exposure: registration of stimuli through 5 senses
• Attention: allocating mental resources to a stimulus
• Interpretation: giving meaning to a stimulus that
has been attended to
Part 1: senses
Vision
• Marketers rely heavily on visual elements in advertisements, packaging and store design
• Color, styling and size are communicated through visual channel
• Colors in uence our emotions
◦ Arousal and stimulating appetite (red apple)
◦ Relaxation (blue)
• Sturend colors capture attention
turated◦ Don't overdue it. Extensive sue can overwhelm people and cause visual fatigue
• Trade dress company colors
◦ Colors that are strong associated with a corporation
Smell
• Odors can stir emotions
• Odors can create a calming feeling
• Marketers use smell
◦ Scented stores
◦ Scented clothes
◦ Scented advertisements
◦ Scented cars and planes
, Experiment 1
Holland, Hendriks & Aarts (2005)
• In uence of odor on behavior --> bucket of soap hidden in room
• Manipulation ------------------------------------------------------------->
◦ One with, one without bucket
• Results
• Unconsciously thinking room was just cleaned --> cleaning behavior
soap smellenhances cleaning behavior
Sound
• Famous songs are used in advertisements
• Advertising jingles create brand awareness
• Background music created desired mood
Experiment 2
North, Hargraeves, McKendrik
• In uence on instore music in buying wine
• Manipulations
◦ Some days French music
◦ Some days German music
• Results wine sells
wine sold to
connected
Music
Touch
• Perceived richness or quality of the material in clothing is linked to its 'feel', whether rough or smooth
• Relatively little research has been done on the in uence of tactile information on the consumer
Experiment 3
Crusco and Wetzel (1984)
• In uence of touch on tips
• Manipulation
◦ No touch
◦ One touch on shoulder
◦ Two touches on the palm of the hand
• Results
tips
more
touch
water
More
fl
The monkey business solution Webers Law and
https://www.youtube.com/watch?v=IGQmdoK_ZfY thresholds
• Video with gorilla appearing while people are throwing a ball schema
• When you try to nd the gorilla you might miss other important events
gestallt principles
Pyramid of perception Exposure attention interpretation
• Good that we don't pay attention to everything
• But it does make us miss out on stu , or do we?
• Might have unconscious e ect
◦ Ex. Waking up from crying baby cause it triggers something
What is perception?
• The process by which sensations are selected,
organized and interpreted
• The study of perception focuses on how we give
meaning to raw sensations
Perception: 3 stages EAI
• Exposure: registration of stimuli through 5 senses
• Attention: allocating mental resources to a stimulus
• Interpretation: giving meaning to a stimulus that
has been attended to
Part 1: senses
Vision
• Marketers rely heavily on visual elements in advertisements, packaging and store design
• Color, styling and size are communicated through visual channel
• Colors in uence our emotions
◦ Arousal and stimulating appetite (red apple)
◦ Relaxation (blue)
• Sturend colors capture attention
turated◦ Don't overdue it. Extensive sue can overwhelm people and cause visual fatigue
• Trade dress company colors
◦ Colors that are strong associated with a corporation
Smell
• Odors can stir emotions
• Odors can create a calming feeling
• Marketers use smell
◦ Scented stores
◦ Scented clothes
◦ Scented advertisements
◦ Scented cars and planes
, Experiment 1
Holland, Hendriks & Aarts (2005)
• In uence of odor on behavior --> bucket of soap hidden in room
• Manipulation ------------------------------------------------------------->
◦ One with, one without bucket
• Results
• Unconsciously thinking room was just cleaned --> cleaning behavior
soap smellenhances cleaning behavior
Sound
• Famous songs are used in advertisements
• Advertising jingles create brand awareness
• Background music created desired mood
Experiment 2
North, Hargraeves, McKendrik
• In uence on instore music in buying wine
• Manipulations
◦ Some days French music
◦ Some days German music
• Results wine sells
wine sold to
connected
Music
Touch
• Perceived richness or quality of the material in clothing is linked to its 'feel', whether rough or smooth
• Relatively little research has been done on the in uence of tactile information on the consumer
Experiment 3
Crusco and Wetzel (1984)
• In uence of touch on tips
• Manipulation
◦ No touch
◦ One touch on shoulder
◦ Two touches on the palm of the hand
• Results
tips
more
touch
water
More
fl
