6 gestalt concept 2015

1. Consumer Behavior- 2015 - Prof. Rajesh Satpathy

2. GESTALT PSYCHOLOGY AND THE IMPLICATION ON MARKETERS
Gestalt theory originated in Austria and Germany as a reaction
against the associationist and structural schools’ atomistic
orientation (an approach which fragmented experience into
distinct and unrelated elements).
Gestalt studies made use instead of phenomenology.

3. GESTALT PSYCHOLOGY AND THE IMPLICATION ON MARKETERS
What is phenomenology ?
Phenomenology is the study of structures of consciousness as
experienced from the first-person point of view, because it is an
experience of or about some object.
Examples: Places & Products Experiences

4. GESTALT PSYCHOLOGY AND THE IMPLICATION ON MARKETERS
This method, with a tradition going back to Johann Wolfgang von
Goethe, involves nothing more than the description of direct
psychological experience, with no restrictions on what is
permissible in the description.
Gestalt psychology was in part an attempt to add a humanistic
dimension to what was considered a sterile approach to the
scientific study of mental life.
Gestalt psychology further sought to encompass the qualities of
form, meaning, and value that prevailing psychologists had either
ignored or presumed to fall outside the boundaries of science.

5. GESTALT PSYCHOLOGY AND THE IMPLICATION ON MARKETERS
The concept specifies, As the motion is perceived, the observer’s
nervous system and experience do not passively register the
physical input in a piecemeal way.
The Gestalt approach to problems in other areas of perception,
problem solving, learning, and thinking. The Gestalt principles were
later applied to motivation, social psychology, and personality and
to aesthetics and economic behaviour. Gestalt concepts could also
be used to shed light on problems in ethics, political behaviour, and
the nature of truth.

6. GESTALT PSYCHOLOGY AND THE IMPLICATION ON MARKETERS
The individual develops a persistent and deep rooted way of
perceiving, thinking and believing.
Psychologist Vernon put forward this statement in 1955, it means,
that we set our brain in our ways.
Our brain learns how to process a piece of information, or view an
image in a certain way and from then on uses that 'learning style‘.
However, it seems apparent that this can be distorted-by
presenting the brain with different types of information, different
perceptions can be formed.

7. First meet with
Worlds’ most
Powerful Man
- An Adult
First meet with
Worlds’ most
Powerful Man
- A Kid

11. GESTALT PSYCHOLOGY AND THE IMPLICATION ON MARKETERS
As humans in the modern world of 2015, we are all presented with
over three-thousand advertisements every day, our brain registers
every one, but only recognizes about five percent of them.
The trick as an advertiser is to produce an advertisement for a
client that a consumer will not only recognize, but store in their
brains and hopefully go on to buy the product in the market place.

12. GESTALT PSYCHOLOGY AND THE IMPLICATION ON MARKETERS
Another form of psychology the Gestalt Psychology, which was
produced in a school of thought by a number of leading
psychologists suggests that there are four ways that the brain can
be 'tricked' into believing different things…
1. Figure and ground: this is the 'central element' which captures
our attention. A contrasting background will capture our attention
more. In an advertisement, we must decide what we want the
customer to really focus upon-it would be pointless to have a
fantastic advert with lots of scenery and beautiful images if the
customer never really remembers what is being advertised!
Honda Cog Commercial

13. GESTALT PSYCHOLOGY AND THE IMPLICATION ON MARKETERS
Another form of psychology the Gestalt Psychology, which was
produced in a school of thought by a number of leading
psychologists suggests that there are four ways that the brain can
be 'tricked' into believing different things…
1. Figure and ground: this is the 'central element' which captures
our attention. A contrasting background will capture our attention
more. In an advertisement, we must decide what we want the
customer to really focus upon-it would be pointless to have a
fantastic advert with lots of scenery and beautiful images if the
customer never really remembers what is being advertised!
Honda Cog Commercial
Build Beautiful- Ultratech Cements, Air France

14. GESTALT PSYCHOLOGY AND THE IMPLICATION ON MARKETERS
2. Grouping: we tend to group similar objects together if they share
similar characteristics, so-does the product in the advertisement
relate to anything famous that a customer would be likely to
remember?
Perhaps another way of doing this would be to include a famous
face in your advertisement- if people see or remember the famous
face in the future they may automatically link it to your product.
L'Oreal , Adidas by Sachin

15. GESTALT PSYCHOLOGY AND THE IMPLICATION ON MARKETERS
3. Closure: An example of this is if our brain sees an incomplete
picture or piece of information it will fill in the gaps. In the case of
quite well established brands, it could be a good idea to produce
part of the information about the product in the advertisement
and the consumer would fill in the rest, therefore making it stick in
their mind.
However, it would be important in this case not to slip up and
provide the consumer with too little information-this could make
them move on and not remember your advertisement at all.
Scotch-Brite® Scrub Pad with Stain Cutters

16. GESTALT PSYCHOLOGY AND THE IMPLICATION ON MARKETERS
4. Stimulus Ambiguity: this is a picture or a piece of information
that does not correspond to an immediately recognizable shape or
form. In this case of advertising, one could produce a strange
looking picture which would catch the consumer's eye and relate it
to their product.
The brand Police have used David Beckham in their advertisement
in the hope that their customers will associate him with the
product and want to buy it.
Kerala Tourism Your Moment is Waiting, Airtel (India) - Endless Goodbye

17. Thank You!