Perception is the process by which an individual selection, organizes, and interprets stimuli into a meaningful and coherent picture of the world.
The reasons why the traveller’s reception of these new advertisements is in positive is because the concept of selective exposure. Selective exposure is the theory within the drill of psychology, always used in communication and media social research that generally refer to individual’s trend to accommodate information which harden their existing views when escape ambiguous information. For example, Advertisement should be allocated at the window, it can attract the attention of the traveller, so they will pay more alertness on it.
The second concept is selective attention. It’s a matter of focusing on a particular object for a while, while ignoring the same unrelated information. This happens every day and can basically be seen in any interaction. In every stimulus in our environment, we use selective attention to choose what stimulus is important to happen. For example, the advertisement can allocate at the place where people can see it in easier way like walking or running, when people look into ads which will satisfy their need.
The third concept is perception defense, psycho the process by which it is thought that certain stimuli are either not perceived or are distorteddue to their offensive, unpleasant, or threatening nature. For example, don’t use the negative advertisement to influence traveller’s psychology and thought. Use advertisement that are positively so it would not threaten them.
The last concept is perceptual blocking, Consumers protect themselves from being bombarded with stimuli by simply “tuning out” blocking such stimuli from conscious awareness. They do so out of self-protecting because of the visually overwhelming nature of the world in which we live.
Perceptual organization is the stage where cognitive process happens, people extract and give meaning to the stimuli, and organize the stimuli and cues. The “whole picture” is develop according to the person’s sociocultural, physiological and psychographic principles. People do not look at these stimuli separately or unrelated, they group these stimuli together and perceive these stimuli as a whole. In perceptual organization, there are four principles, which is figure and ground, grouping, and closure.
By Figure and Ground, it means that the stimuli stood out and contrast against to the environment surrounding, and the stimuli will be more noticeable to people. The figure will mostly be in the center or the core of the surrounding, ground is those at the surrounding or at the background. Figure is the thing that people will give most attention to and ground is unnoticeable to people. Stimulus acts the figure.
The reasons for figure and ground to happen are depend on the internal and external factors. For example, people’s needs and wants, what do people want to learn and as well as the attitude of people, these are the internal factors that make people contrast figure and ground.
In the case study, the reason that subway ads stood out because when people taking subway, it’s boring, but the advertisements in the subway capture their attention, become the stimuli to them. This advertisement then become the figure to them and the subway tunnel become the ground to them. The boring environment make the subway ads stood out and get all attention on it.
For Grouping, various stimuli will tend to be grouped by people to form a unified concept or impression. People do Grouping based on 2 conditions, which is stimuli proximity and stimuli similarity. Grouping helps in memorizing and recalling. The closer the stimuli are, the better people group.
In stimuli similarity part, stimuli or elements that have some similarity to each other in some way will be grouped together by people. Because they look similar, so that people will perceive and think that they are group or pattern. People group these stimuli or elements together in order to extract meaning out of them. Similarity may be size, colour, form and etc, it depends
Whereas, in stimuli proximity part, people group the stimuli or element that stand close to each other in some way together. When the stimuli and elements stand close together, people will perceive and think that they are a group or pattern. The momentary proximity of the stimuli makes people to see them as a group of entity. For example, when two persons sit together, people will perceive them are friends.
In the case study, people do grouping based on the stimuli proximity. While sitting in the subway, watching everything move on and passes by quickly, the environment seems like it’s moving as well as the subway ads, it seems like they have come to life for riders as a 15-30 seconds of full-motion commercials. (Clifford, 2008) Inside the case study also said that one estimate asserts that more than 92 percent of consumers remember the advertised product, this shows that grouping really helps memory.
The ss1 soft drink is a healthier, more mature version of soft drink. In order to capture new consumers and retain existing customers, ss1 soft drink addressing some of the biggest top-line consumer trends today, such as zero calories, low sugar and high energy. Ss1 soft drink have introduced reduced-sugar version. Also, some of the competitor have at least one zero-sugar or zero-calorie product line within their portfolio. Within the energy performance sector, soft drink and energy drink products traditionally fulfilled different needs. Today, however, ss1 soft drink had combined the two categories into blurring and increasingly compete, particularly as ss1 soft drink take a more lifestyle-type positioning, offering convenient refreshment and functionality “on the go.” Ss1 soft drink has opened up whole new areas for the market of opportunity and a focus on other aspects of health, targeting an increasing range of consumers and usage occasions.
Consumer stereotyping is a process of creation of generalizations about consumption objects of members from a particular social category. The stereotypes in perceptual interpretation helps people hold meanings related to stimuli. The ss1 soft drink is a healthier, more mature version of soft drink. The ss1 soft drink addressing some of the biggest top-line consumer trends today, such as zero calories, low sugar and high energy. In additional, the ss1 soft drink had combined the two categories into blurring and increasingly compete, particularly as ss1 soft drink take a more lifestyle-type positioning, offering convenient refreshment and functionality “on the go.” Ss1 soft drinks have opened up new areas for the opportunity market and focused on other aspects of health, targeting more and more consumers and occasions. The ss1 soft drink is suitable for children, adults and senior citizen. The stereotypes include physical appearances, descriptive terms, first impressions and halo effects.
Physical appearances help people associate quality with people in the ads. The product which have attractive models will have positive influence. Positive attributes of people they know to those who resemble them. Attractive models are more persuasive for some products. Shape of the bottle of ss1 soft drink is in specific shape and it is make by plastic. The reason of the shape of ss1 soft drink bottle is in specific shape because to extend the ss1 soft drink in the market and let shape of ss1 bottle become the icon of the product. For the example, the Coca-Cola company designed their shape of bottles in a specific shape, which the coke bottle is one of those few landmark consumer items to make the leap from consumer item to cultural icon. It is retrieved from (How The Coke Bottle Got Into Shape, by Ann Binlot in 3 August 2015).
Descriptive terms which are the stereotypes are reflected in the verbal messages. The choice of descriptive terms for names and advertisement are particularly important. Ss1 soft drink is a healthier, more mature version of soft drink. Ss1 soft drink is a drink which is zero calories, low sugar and high energy. The descriptive terms of Ss1 soft drink is can replenish fluids and electrolytes lost in an active day, allowing you to maintain the best water and energy. For the example, the 100 plus isotonic drinks recently develop their new drinks which called 100 plus reduced sugar, their descriptive terms of 100 plus Reduced Sugar which is the low-sugar beverage that replenishes fluids and electrolytes lost in an active day, allowing you to stay optimally hydrated and full energy. It is retrieved from (100 Plus Official Website).