Connect The Dots

Need gaps &

Motivation

Learning Memory

Attitude

Role Played in the consumption journey

 Drive Reduction Theory
Arousal & Goal/
Behavior association
Desired state Repertoire of energy

Drive
Need Gap

Current state Flow of energy starts

MOTIVATED BEHAVIOR

Drive Reduction
 ATTITUDE

PERCEPTION

MEMORY
LEARNING
Motivation As Behaviour Energizer

Emotion????
Emotion
 Emotions
• A physiological and psychological state
• Stages of emotions
– stimulus or antecedent event (event which is the cause
of the emotion)
– interpretation & appraisal of the event
– physiological reaction
– Experience of emotions
 Experiencing Emotions
• Physiological level - release epinephrine &
norepinephrine
– Arousal
• Cognitive level
– Awareness that one is in emotional state
• Behavioral level –
– Release of emotional behavior
 Short Circuiting the long-term rational
decision-making process

• Sad
• Information
• Disgusted/ bad
• Speed
• Surprised
• Relevance
• Happy
• Commitment
• Fear
• Anger
Control and Autonomy of The Emotional
Response
Triune Brains
 Types of emotion

Theory of Navrasa
 Bhavas Manifestations Rasa
Rati Smiling face, sweet words, contraction of eye-brows, sidelong Sringara
(Pleasure) glances and the like
Hasa (Joy) Smile and the like, i.e., laugher, excessive laugher Hasya
Shoka Shedding tears, lamentation, bewailing, change of color, loss of Karuna
(Sorrow) voice, looseness of limbs, falling on the ground, crying, deep
breathing, paralysis, insanity, death
Krodha Extended nostrils, unturned eyes, bitten lips, throbbing cheeks Roudra
(Malice)
Utsaha Steadiness, munificence, boldness Veera
(Courage)
Bhaya Trembling of the hands and feet, palpitation of the heart, para-lysis, Bhayanak
(Fear) dryness of the mouth, licking lips, perspiration, tremor a
Jugupsa Contracting all the limbs, spitting, narrowing down of the mouth, Bibhasa
(Disgust) heartache
Vismaya Wide opening the eyes, looking without winking of the eyes and Adbhuta
(Surprise) movement of the eye-brows

Shanta Normal half closed eyes, half smiling lips, relaxed cheeks and Shanta
(peace) eyebrows
 Types of emotion

Plutchik’s Flower of Emotion

Primary and Secondary Emotions
Some cases of motivational/ persuasive/
emotional advertising

From Rasna se Oreo tak

But how it works?????

Triune Brains
Mirror Neurons
VS Ramchandran
 Vicarious identification
and trigger for action

Empathy
Imagination Consciousness
Human Brain

Vicarious - experienced in the imagination through the feelings or actions of another person
 Types of empathy

Affective Cognitive
Empathy Empathy

Refers to the inner feelings that Refers to our understanding of what

arise—and the subtle copying of other people’s emotions mean and
expressions that happens—when we why they typically occur.
see others express emotion.

The five stages include observing, listening, relating, connecting, and

responding.
 Persuasive or Emotional branding
• Aim is to create a state of drive without/ with a
minimal referral to need gap
– Emotional branding
– Reptilian brain branding (Only the basic emotions)
 Advantages
• Advantages
– Out of rational mind control
• Below the radar of awareness
• Automatic response – compulsive
– Feeling of bonding
• Sense of loyalty
– Significant impact on behavior
– Long and lasting attachment
– Universal appeal
• Universal association of 6 basic emotions (happiness, anger,
disgust, fear, sadness & surprise) with facial expression
PERCEPTION
 Sensation

• Sensory inputs are the sensations received through sight,

taste, hearing, smell and touch, vestibular sense organs

• The immediate and direct response of the sensory organs to

stimuli which is a bundle of energy and creates
– Nerve impulse
 Threshold of Sensation

• Absolute threshold
– The lowest level at which sensation can be
experienced
– Sensory adaptation, getting used to some level of
sensation and therefore ignoring it
– Breaking the sensory adaptation
• Increase the intensity of sensation
• Decrease the intensity of sensation
 Threshold of Sensation

• Differential threshold
– The minimum difference that can be noticed between
two similar stimulus
– It is not absolute but is relative to the intensity of first
stimulus
– Just noticeable difference
– An amount which is equal to jnd must be added in the
stimulus for people to recognize the difference
 Application of j.n.d.

• In marketing and sales, the negative changes

must be below jnd
– Increase in price
– Decrease in size or amount
• Product improvement and sales promo reward
must be above jnd
• Changes in the brand architecture and packaging
 Application of j.n.d.

• Weight decrease in Shampoo, Chocolate

• Mixing of Chicory in Coffee

On one hand strategy being used for price war, on other

Side for customer delight
Betty Crocker Changes Fall Below the J.N.D.
Changes in Brand Name Fall Below the J.N.D.
 From Sensory Process to Perception

• Sensory inputs only raw material for our

experience
• Active processes to work upon sensory
inputs into actual experience

“Part of what we perceive comes through the senses from

The object before us; another part always comes out of our
Own head..”- William James
 Perception
• Perception is the process of selecting,
organizing and interpreting information
inputs to produce meaning i.e., we choose
what info we pay attention to, organize it
and interpret it.
 Perception

• Perceptual Selection - Attention

• Perceptual Organization
• Interpretation
The process of selection
 ATTENTION

• Perceptual process that select certain inputs for

inclusion in our conscious experience, awareness
at any given time
• Process of attention divide our FIELD OF
EXPERIENCE into
– Focus
– Margin
• Constant Shift from focus to margin and vice
versa
 Attention Factors in Selectivity
• Size
– Different ways to manipulate size
• Big size of the ad
• All the new paper blank and only a small ad in the middle
• Normal sized ad but a large size brand name

• Contrast (e.g. Few words in black with white

background-used very often)
– Contrast in bright ness between figure and
background
– In terms of color
 Attention Factors in Selectivity

• Repetition – telling it again and again and again

• Motion
>>>>> Creating the illusion of motion
• Novelty and Familiarity
– Print Ad between clutter of News
• Intensity
 Steal your Attention
Learning from a PICKPOCKET
Perceptual organization

Gestalt theorists
 Perceptual organization

Whole is greater than sum all the

parts

It is not sum total of all our sensations

- This can be proved by illusions
Which center is larger?????
Which center is larger?????
MULLER LYER ILLUSION
The space between the rectangles seems larger than the width
of the rectangles whereas in reality both of them are equal
Which Horizontal line is bigger??
Concentrate on the picture there will be illusion of
movement
Illusion Architecture
Use of illusion in advertising

To break the clutter

Perceptual organization
 Perceptual organization

• Gestalt
– it refers to the way thing has been put together or placed together
or the way it has been organized
• The basic law of the Gestalt school is called the law of
Pragnanz
– Pragnanz means imposition of good gestalt
– When experiencing a situation for the first time it is perceived as
disorganized
– In the course of perception an order is imposed on the field
which leads to PERCEPTION AND LEARNING.
• So perception is a dynamic process of perceptual
organization and reorganization
What do you see in the picture??
Now do you see a picture – imposition of good gestalt
 Organization in perception

• These illusions prove that perception is more

than some of all the sensation
• Organization is an objective reality
 Organization rules of form perception

• We do not perceive the sensory field as sum of sensations

but as a pattern or groupings. We tend to perceive whole
rather than sum of parts. That is the reason we see
complex patterns as unitary forms
• Principles in the organization in the form perception
1. Figure and background
2. Law of proximity
3. Law of similarity
4. The law of good figure/ simplicity
5. The law of continuation
6. The law of closure
 Figure and ground rules of form perception

• We recognize a figure against the backdrop of

ground – figure stands out from the ground
• Figure is separated from the ground through
contours.
• Contours are formed whenever there is sudden
and marked difference in brightness or color. Eg
of camouflage
• Subjective contours
Figure and ground – 1
Figure and ground – 2
Figure and Ground as Advertising Platform
 Figure and Ground – what happens

• It seems that our visual system simplifies the visual

scene into a figure and a ground which forms the
background.
• This tendency is exploited in reversible figure-ground
figures.
• You can see the drawing as either a central vase, or
two faces that are looking at each other.
 Figure and Ground – what happens

• Generally when you see one of the perceptions, the

other region forms a background and is not seen, so
to see both percepts requires switching back and
forth.
• Some artists take advantage of this characteristic of
perception in their art.
Gestalt principles of
perceptual organization.
Gestalt principles help explain
how people subjectively
organize perception. (a)
Proximity: These dots might
well be organized in vertical
columns rather than horizontal
rows, but because of proximity
(the dots are closer together
horizontally), they tend to be
perceived in rows. (b)
Closure: Even though the
figures are incomplete, you fill
in the blanks and see a circle
and a dog. (c) Similarity:
Because of similarity of color,
you see dots organized into
the number 2 instead of a
random array. If you did not
group similar elements, you
wouldn’t see the number 2
here. (d) Simplicity: You
could view this as a
complicated 11-sided figure,
but given the preference for
simplicity, you are more likely
to see it as a rectangle and a
triangle. (e) Continuity: You
tend to group these dots in a
way that produces a smooth
path rather than an abrupt shift
in direction.
SUBJECTIVE CONTOURS IN FORM PERCEPTION
Car or House setting?????
Broken Sentence???
 Perception

Role of expectation and interpretation

Influence of Context in interpretation

Could be
RED or PFB
 Subliminal Perception
• James Vicary
– Coined the words subliminal advertising in 1957
– He inserted the words "Eat Popcorn" and "Drink Coca-
Cola" into a movie
– Inserted the words in one frame which was well below
the frame rate of 16 frames/ second
– Well below the level of awareness but subconscious
picked up
– Claimed that 18.1 percent increase in the sales of Coco
Cola and 57.8 percent in popcorn
 Subliminal Perception
• Harvard Experiment - 1999
– Used a method similar to Vicary's
– subjects played a computer game - a series of words
flashed before them for a few thousandths of a second.
– One set got positive words like "wise," "astute," and
"accomplished." The other set got words like "senile,"
"dependent," and "diseased."
– Those who received positive words completed and
exited the room faster
 Subliminal Perception
• Perception of very weak or rapid stimuli received
below the level of conscious awareness.
• Intensity of stimulus may be below absolute threshold
• Stimulus is part of the ground or is very weak

• Types
• Embedded images
• Sub-audible sounds – too faint or played at high frequency
 Active processing

Figure aspects of
Attention
Stimulus

Cognitive Conscious
processing Perception

Dr. Rajneesh Krishna

 Passive Processing > Subliminal Perception

Lack of attention
Stimulus is part of
the ground

Lack of Subliminal
cognitive
processing
Perception

Stimulus below
the level of
threshold Lack of registered
sensation Dr. Rajneesh Krishna
Dr. Rajneesh Krishna
Dr. Rajneesh Krishna
Dr. Rajneesh Krishna
Dr. Rajneesh Krishna
Dr. Rajneesh Krishna
Dr. Rajneesh Krishna
Dr. Rajneesh Krishna
Ethics of using subliminal perception - A discussion
Thank you