Tuesday, 21 October 2008

Perception Experiments

During Friday's lesson we were doing some strange but really interesting experiments. We had an opportunity to taste different chocolates and drinks, look at some pictures and finally smell some perfumes and shampoons. The conclusions were totally surprising. As it turned out, most of us prefer to drink Pepsi than Coke. However, we thought that Pepsi is Coke. Even though this experiment was done many times, the results are always the same!
The other experiment I find very interesting was the one with chocolates. We were tasting 3 chocolate brads: Galaxy, Dairy milk and Tesco. Most people consider that Galaxy is the best one. The cheapest one, Tesco chocolate, was really awful.

I was doing my experiment with Magda. We tooke 8 different shampoons and ask 5 people to smell and touch them. They had to have their eyes closed, of course. We noticed that the most recognizable brand is Dove. It is the most expensive one as well.

When RafaƂ smelt the cheapest shampoon, he told: "It smells like a hospital!"
In my opinion, Dove has the best advertisements as well. Especially one is very interesting and catchy. You can check:
I read about perception in the Internet and I found some important and interesting quotations:

"It has been estimated that the average consumer is exposed to from 300 to 600 advertisements in a normal day." (Assael 1981)

"Consumers perceive marketing stimuli selectively because each individual is unique in the combination of his or her needs, attitudes, experiences, and personal characteristics. Selective perception means that the identical advertisement, package, or product may be perceived very differently by the two consumers." (Assael 1981)

"Selective perception ensures that consumers will receive information most relevant to their needs and to brand evaluation. This process is referred to as perceptual vigilance." (Assael 1981)

"As consumers are exposed to hundreds of ads in a single day, they must be selective in screening out information. Such a filtering process becomes particularly important in low involvement decision-making. In these circumstances, the time spent on information processing is very low. The consumer will pay attention only to exceptional information such as change in price or brand features or the introduction of a new brand. Information processing occurs, therefore, by exception. Little attention will be paid to frequently repeated and expected stimuli. Attention is only devoted to unexpected stimuli." (Assael 1981) Attracting attention in advertising is the most important factor when creating awareness to consumers! Taht is why we can watch or read so many different advertisements.

"Advertisements are designed to communicate effectively with the consumer. This is done by appealing to the right brain by using words, symbols, and illustration that are meaningful, familiar, and attractive to people." (Pride et al., 1998).

Take a look on this adverts, they're really good!


Ruth Hickmott said...

This is perfect. Thank you for working on the academic side - you have done a very good job here. Two things - 1. the link doesn't work - possibly you could embed the ad video so we can see it here rather than clicking through and 2) would it be possible to provide a click thru to the Assael article so your blog followers can read it too?

k_datlen said...

It's really good, you've got a balance of theory examples and quotation. Would be nice to have some links to see further into what you have said :)