Understanding Sensory Perception in Marketing
Perception Defined
Perception is the intricate process by which physical sensations, such as sights, sounds, and smells, are selected, organized, and interpreted. The eventual interpretation of a stimulus allows it to be assigned meaning, shaping our understanding of the world.
Thresholds of Perception
Absolute Threshold
The absolute threshold refers to the minimum amount of stimulation that can be detected on a sensory channel. An example of this is a dog whistle, which emits a sound too high for humans to hear but within a dog’s auditory range.
Differential Threshold
The differential threshold refers to the ability of a sensory system to detect changes in a stimulus or differences between two stimuli.
Just Noticeable Difference (JND)
The just noticeable difference is the minimum change in a stimulus that can be detected.
Weber’s Law
Weber’s Law states that the stronger the initial stimulus, the greater the change must be for it to be noticed.
Attention and Adaptation
Attention
Attention is the extent to which processing activity is devoted to a particular stimulus.
Adaptation
Adaptation is the process that occurs when a sensation becomes so familiar that it is no longer the focus of attention.
Contrast
Contrast refers to stimuli that differ from others around them, making them more likely to be noticed.
Subliminal Perception and Embeds
Embeds
Embeds are tiny figures inserted into magazine advertisements using high-speed photography or airbrushing. These hidden figures, usually of a sexual nature, supposedly exert strong but unconscious influences on innocent readers.
Subliminal Perception
Subliminal perception is the processing of information presented below the level of the consumer’s awareness.
Gestalt Principles
Figure-Ground Principle
The figure-ground principle is a Gestalt principle whereby one part of a stimulus configuration dominates a situation while other aspects recede into the background.
Gestalt Psychology
Gestalt psychology is a school of thought that maintains people derive meaning from the totality of a set of stimuli rather than from any individual stimulus.
Principle of Closure
The principle of closure is a Gestalt principle that suggests consumers tend to perceive an incomplete picture as complete.
Principle of Similarity
The principle of similarity is a Gestalt principle that describes how consumers tend to group objects that share similar physical characteristics.
Interpretation and Meaning
Interpretation
Interpretation is the process whereby meanings are assigned to stimuli.
Schema
A schema is an organized collection of beliefs and feelings represented in a cognitive category.
Sensory Marketing and Design
Kansei Engineering
Kansei engineering is a Japanese philosophy that translates customers’ feelings into design elements.
Sensory Marketing
Sensory marketing is a marketing strategy that focuses on the impact of sensations on our product experiences.
Trade Dress
Trade dress refers to color combinations that come to be strongly associated with a corporation or brand.
Positioning and Repositioning
Positioning Strategy
A positioning strategy is the place a brand name occupies in the consumer’s mind with regard to important attributes (such as functional features) and competitive offerings.
Repositioning
Repositioning is the process of creating a new positioning strategy for the brand.
Psychophysics
Psychophysics is the science that focuses on how the physical environment is integrated into the consumer’s subjective experience.