5 - Lecture Unit

Question 1

What is perception?

Answer 1

The process by which physical sensations are selected, organized, and interpreted.

Question 2

Perception occurs in three stages:

Answer 2

Exposure
Attention
Interpretation

Question 3

What are the five senses involved in perception?

Answer 3

Touch, smell, vision, sound, taste.

Question 4

What are the stages in the information processing model?

Answer 4

Exposure, attention, interpretation, memory.

• Exposure occurs when stimuli come within the range of person’s sensory receptors.
• Attention occurs when stimuli is seen. This means, receptors passes the sensation to the brain for processing.
• Interpretation is the assignment of meaning to the received sensations.
• Memory is the short time use of the meaning for immediate decision making or long-term retention of the meaning.

Question 5

What is exposure?

Answer 5

Occurs when a stimulus is placed within a person’s relevant environment and comes within range of their sensory receptor nerves.

Question 6

What is selective exposure?

Answer 6

Consumers’ tendency to avoid certain marketing stimuli.

Question 7

Selective exposure in the advertising area is termed ____.

Answer 7

ad avoidance

Question 8

What is ad avoidance?

Answer 8

Selective exposure in advertising; includes zipping, zapping, and muting.

• Zipping– fast forwarding through commercials on a prerecorded program
• Zapping – switching channels when a commercial appears
• Muting – turning the sound off during commercial breaks

Question 9

What is voluntary exposure?

Answer 9

When consumers actively seek out marketing stimuli out for various reasons including purchase goals, entertainment and information

Question 10

What is permission-based marketing?

Answer 10

Consumers voluntarily agree to receive email‑based promotions from firms.

Question 11

What is attention?

Answer 11

When a stimulus activates sensory receptors and is processed by the brain.

Attention occurs when the stimulus activates one or more of the sensory receptors and the resulting sensations go into the brain for processing.

Question 12

What are the three attention factors?

Answer 12

Stimulus factors, individual factors, situational factors.

• Stimulus Factors (physical characteristics of the stimulus itself)
• Individual Factors (characteristics which distinguish one individual from another)
• Situational Factors (stimuli in the environment other than the focal stimulus and temporary characteristics of the individual that are induced by the environment)

Question 13

List three stimulus factors affecting attention.

Answer 13

Size, color, movement.

Question 14

List all stimulus factors affecting attention.

Answer 14

1. Intensity
2. Color and Movement
3. Attractive Visuals
4. Size
5. Isolation
6. Position
7. Format
8. Information quantity
9. Interestingness
10. Contrast and expectations

Question 15

What is the impact of color on attention?

Answer 15

Bright colors attract attention in packaging and ads.

• dynamic animation attract more attention that simple ads without dynamic animation.

Question 16

What is position in attention?

Answer 16

Placement of objects affects visibility and attention.

Position is the placement of an object in physical space or time.

• In retail stores, items that are easy to find or stand out are more likely to attract attention (e.g., end-caps and kiosks).
• High impact zones in print ads tend to be toward the top left portion of the ad.

Question 17

What is contrast in attention?

Answer 17

Stimuli that differ from surroundings attract more attention.

Expectations drive perceptions of contrast.
Ads that differ from expectations for a product category often motivate more attention.

Question 18

What is the adaptation level theory?

Answer 18

Stimuli that don’t change are noticed less over time.

Question 19

What are individual factors in attention?

Answer 19

Motivation and ability to process information.

Question 20

What is motivation (individual factor in attention)?

Answer 20

Drive state by consumer interests and needs
Product involvement indicates motivation or interest in a specific product category.

Question 21

What is ability (individual factor in attention)?

Answer 21

Refers to the capacity of individuals to attend to and process information.

Ability is related to knowledge and familiarity with the product, brand, or promotion.

Question 22

What are situational factors in attention?

Answer 22

Clutter and program involvement.

Question 23

What does clutter represent?

Answer 23

Represents the density of stimuli in the environment

• Cluttering the environment with too many point-of-purchase displays decreases the attention consumers pay to a given display.

Question 24

What does program involvement refer to?

Answer 24

Refers to the how interested viewers are in the program

• Program involvement has a positive effect on attention

Question 25

What is non-focused attention?

Answer 25

Non-focused attention occurs when a person takes in information without deliberate effort: **hemispheric lateralization** and **subliminal stimuli**

Question 26

What is hemispheric lateralization?

Answer 26

refers to activities that take place on each side of the brain Right brain handles images; left brain handles logic.

Question 27

What is subliminal stimuli?

Answer 27

A message presented so fast, softly or masked by other messages that one is not aware of seeing or hearing it

Question 28

What is interpretation?

Answer 28

The assignment of meaning to sensations.

Question 29

What are the three aspects of interpretation?

Answer 29

1. relative process rather than absolute - *perceptual relativity* 2. subjective, open to psychological biases. 3. cognitive "thinking" process + affective "emotional" process

Question 30

What is cognitive interpretation?

Answer 30

process whereby stimuli are placed into existing categories of meaning

Question 31

What is affective interpretation?

Answer 31

emotional or feeling response triggered by a stimulus such as an ad

Question 32

What are the three interpretation characteristics?

Answer 32

Individual, situational, stimulus.

Question 33

What are Individual characteristics?

Answer 33

traits, learning and knowledge, expectations

Question 34

What are situational characteristics?

Answer 34

* the situation provides a context within which the focal stimulus is interpreted * contextual cues present in the situation play a role in consumer interpretation independent of the actual stimulus ## Footnote Color can be contextual cue. Online advertising study – aspects of background color. Certain color characteristics were found to elicit feelings of relaxation. Blue is more relaxing than red. These feelings increase perceptions of fast loading even when the actual speed is identical. The nature of the programing surrounding a brand’s advertisements can also be a contextual cue. Coca Cola – no advertising during news. Bad news might affect the interpretation of their products.

Question 35

What are stimulus characteristics?

Answer 35

traits, organization (proximity, closure, figure-ground), changes

Question 36

x: stimuli positioned close together or perceived as belonging to the same category y: presenting an incomplete stimulus with the goal of getting customers to complete it and make them become more engaged and involved z: involves presenting the stimulus in such way that it is perceived as the focal object to be attended to and all other stimuli perceived as background

Answer 36

x: proximity y: closure z: figure-ground

Question 37

What are individual traits in interpretation?

Answer 37

Physiological and psychological traits.

Question 38

What are physiological traits?

Answer 38

Consumers differ in their sensitivity to stimuli, e.g., taste.

Question 39

What are psychological traits?

Answer 39

Consumers have natural cognitive, emotional and behavioral predispositions, e.g., affect intensity.

Question 40

What is the role of learning in interpretation?

Answer 40

Learned meanings influence how we interpret stimuli. ## Footnote Consumers also learn about marketer-created stimuli like brands and promotions through their experiences with them.

Question 41

What is expectation bias?

Answer 41

Interpretations tend to be consistent with expectations, potentially creating bias. ## Footnote Consumers often evaluate the performance of a well-known brand as higher than that of an identical product with an unknown brand name.

Question 42

What are consumer inferences?

Answer 42

Assumptions made beyond what’s directly stated or presented.

Question 43

2 types of consumer inferences:

Answer 43

1. Quality signals 2. Interpreting images

Question 44

What are quality signals?

Answer 44

1. price-perceived quality 2. advertising intensity 3. warranties 4. country of origin 5. brand effects

Question 45

How do retailers use perception in strategy?

Answer 45

Store layouts increase exposure and attention. ## Footnote Store interiors are designed with frequently purchased items separated to expand the time of exposure

Question 46

What are examples of retail perception strategies?

Answer 46

Shelf space, position, store scent.

Question 47

How does brand naming use perception?

Answer 47

Phonemes (sound) and semantic meaning affect brand impressions. ## Footnote These are linguistic considerations.

Question 48

What are two branding strategies for existing brand names?

Answer 48

1. brand extension 2. co-branding

Question 49

What is brand extention?

Answer 49

Existing brand extending into new category with the same name

Question 50

What is co‑branding?

Answer 50

Using two brand names to increase credibility and recognition. An alliance in which two brands cooperate on a single product

Question 51

What is this about? Beyond the logo symbol, also the shape, letters in the name which relates to type of font matter. Different fonts evoke different feelings and appropriate fit between the font and the product can increase the choice of the brand independent of the name.

Answer 51

Typographics

Question 52

How should media be chosen for high‑involvement products?

Answer 52

ads should be placed in media outlets with content relevant to the product

Question 53

How should media be chosen for low‑involvement products?

Answer 53

products should be placed in media outlets that are frequented by the target market

Question 54

What are two key advertising tasks?

Answer 54

Capture attention and convey meaning.

Question 55

market has little interest in the product. What do you do? 2 strategies seem reasonable:

Answer 55

1. To utilize **stimulus characteristics** such as bright colors to attract attention. 2. **Tie the message to a topic** which the target market is interested.

Question 56

How does packaging influence perception?

Answer 56

Design, shape, and color can attract attention and signal value.

Question 57

Why are tall packages effective?

Answer 57

They convey greater volume and attract more attention. ## Footnote Consumers tend to believe that taller, more eloquent packages include more than shorter packages in the same volume.

Question 58

How do marketers use perceptual maps?

Answer 58

To position and compare brand perceptions.