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Perception

 There are three stages to perception. They are: exposure, attention, and interpretation. The first stage, exposure, is when the individual comes into contact with the stimulus. In our case, advertisements. Individuals may see an ad while scrolling through social media or while driving on the expressway. But they may not register the ad or pay attention to it. If the ad makes a conscious impact on a person's awareness that would be the sensory threshold. Some companies try to camouflage their product's price increases by shrinking the size of the package instead of increasing the price. That is quite clever. Can you think of any products that you have bought for years and noticed that you are getting less for your money? I have noticed that Snickers used to sell on huge candy bar but now the package is filled with two smaller snicker bars. 







The second stage is attention. Ads must appeal to your senses, more specifically your sight and sound. But how many ads are too many? According to Forbes, marketers estimate that the average American consumers sees 4,000-10,000 ads every day. That is a crazy amount! Many consumers experience sensory overload which is when they are exposed to far more info than they can process. I wonder how this will impact the future of advertising. Will the amount of ads we see increase or decrease?

The third stage in interpretation. The location of a product's image on a package influences the way our brains make sense of it. Many consumers project their own desires or assumptions onto a product or advertisement. Marketers know this and use this to their advantage. For example, make up brands try and get the consumer to buy their products by saying they deserve them. Or they will use beautiful celebrities in the ads so that the consumer will desire to look as good as them. Marketers just need to make sure their advertisements are unique compared to their competitors. Otherwise the consumers will group them together with other brands. 

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