Perception - Sensory systems
16 important questions on Perception - Sensory systems
Why is sensory marketing important?
What is multisensory intergration?
- People perceive the world around them with their five senses: vision, audition, touch, smell, and taste.
- Human brain is able to synthesize information from the different senses, which allows us to create a multisensory view of the world.
What is the fundamental task of vision?
“The fundamental task of vision is to construct a representation of the three-dimensional layout of the world…” (Goodale & Humphrey, 1998)
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With which two cognitive processes has vision a close relationship?
What theory is important at colour categorization?
What are six functions of vision categorization?
- Giving meaning to objects and people
- Reduction of complexity
- Identification of objects
- Recognition of objects
- Understanding the world
- Explaining the causes of events
What is the dual coding theory?
Visualizers versus verbalizers (Paivio, 2006).
How does the dual coding theory (DCT) work?
- Pictures enhance memory for verbal (written) information because humans process written information and pictures via two independent cognitive subsystems: one devoted to verbal information and one to imagery-based information.
- The verbal system processes incoming information sequentially (parts), whereas the imaginal system processes it more holistically (the whole) (Paivio, 1986, 2007).
What is three aspects of touch?
- Touch is the most diverse system: it responds to mechanical, thermal, and chemical energy.
- Touch has the largest sensory surface (the whole skin surface + internal organs).
- Touch is closely related to emotions, both positive and negative. (Also in everyday language : “I‟m deeply touched”, “touching words”)
What is the difference between contact and distant senses?
Why is olfaction the most subjective sense?
What are the four aspects of olfaction?
- It is the most subjective sense
- It is strongly connected to affective reactions. Odors can induce positive and negative moods.
- Odors have the powerful ability to evoke vivid emotional autobiographical memories.
- Humans are very good at detecting an odorant but are poor at naming it, because olfactory modality has a nonlexical coding system.
What is a typical aspect when measuring taste in food studies?
Why is taste especially powerful in eliciting affective reactions?
We are never neutral about food. We either love it or hate it!
What are the five areas of sensory marketing?
- Advertising : Using multisensory cues, adjectives, metaphors
- Product design : adding smell to products, designing tactile and auditory feedback, designing for multisensory congruency/surprise
- Shop & office environment : Ambient smells, music, lighting
- Packaging design : Tactile packaging congruent with product properties
- Brand development : Olfactory/tactile brand signature
What is the multi-sensory information process of perception?
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