Chapter 2 Perception Flashcards

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1
Q

Define Absolute Thresh Hold in perception

A

The minimum amount of stimulation that can be detected on a sensory channel.

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2
Q

Define Adaptation in Perception

A

After we have experienced a sensation, this happens. An example is entering a dark theatre, you can’t see anything. With time your eyes begin to be able to see again

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3
Q

Define Weber’s law in perception

A

The principle that the stronger the initial stimulus, the greater its change must be for it to be noticed. It’s not an additive function; it’s a ratio.

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4
Q

Define Subliminal in Perception

A

An effect that occurs below the level of consciousness.

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5
Q

Differential Threshold in perception

A

! The ability of a sensory system to detect changes or differences among stimuli.

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6
Q

Define Exposure in perception

A

An initial stage of perception where some sensations come within range of sensory receptors.

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7
Q

The initial stage of perception where some sensations come within range of sensory receptors is called

A

Exposure

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8
Q

A school of thought that maintains people derive meaning from a totality of a set of stimuli, rather than any individual stimulus, is

A

Gestalt Psycology

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9
Q

The minimum amount of stimulation that people can detect on a sensory channel is:

A

The Absolute threshold

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10
Q

The meaning which consumers derive from a specific symbol used in an advertising message is referred to as the:

A

Interpret

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11
Q

Martin Lindstrom, author of Brand Sense: Build powerful brands through touch, taste, smell, sight, and sound, says

“_________________ has surprising powers; our research shows , we’re not only able to change consumers’ impression of a brand, we can also change consumers’ perception of time, size and quality.”

Which sense was he talking about

A

The sense of smell

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12
Q

True or false,?
80% of what we assimilate from our senses is visual

A

True

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13
Q

in our memories, we tend to put objects with similar characteristics into the same category. How we group things determines how we evaluate them. This is called a/an

A

Schema

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14
Q

daily we are bombarded with colors, sounds, and odors. The immediate response of our receptors to such basic stimuli is called:

A

Perception

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15
Q

True of False? Anne is reading a newspaper at 5 PM. Although she would not normally notice an ad about a fast food restaurant, she pays attention because she is hungry. This tendency to be more aware of stimuli which relate to current or immediate needs is known as perceptual vigilance.

A

True

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16
Q

The process by which stimuli are selected, organized and interpreted. How we understand and perceive things. This process is called

A

Adaptation

17
Q

Consumers pay attention to only a small portion of the advertising stimuli to which they are exposed. This tendency is known as

A

Perceptual Selectivity

18
Q

True or False If you can see it or hear it, it is not subliminal.

A

True.

19
Q

True or False? The absolute threshold refers to the minimum amount of stimulation which can be detected on a sensory channel

A

True