Chapter 2

Question 1

Senstation =

Answer 1

sensory stimuli + sensory receptors

Question 2

Sensory stimuli

Answer 2

• sights
• sounds
• smells
• taste
• textures

Question 3

sensory receptors

Answer 3

• eye
• ears
• nose
• mouth
• skin

Question 4

exposure

Answer 4

degree to which stimulus is noticed

Question 5

Attention

Answer 5

the degree to which consumers focus on the stimulus

Question 6

Interpretation

Answer 6

deciding what things mean

Question 7

design economy

Answer 7

Form is function; Design is substance.

ex: dominos pizza boxes are shaped as dominos

Question 8

sensory marketing consist of (5)

Answer 8

sound, smell, sight, taste, touch

ex: free samples, when you go to grocery store and you smell bread

Question 9

result of activating all sensations

Answer 9

causes them to feel overwhelmed

Question 10

Vision

Answer 10

• Color provokes emotion

- Reaction to color is both biological and cultural

Question 11

Branded color

Answer 11

• Are a key component to a brands visual identity

o Ex: bishop = brown , coco-cola = red. Tiffany = blue

Question 12

Smell

Answer 12

• Scent stir emotion or create calm feeling
• Scent marketing: from cars to fragance
• All of our other senses, you think before you respond but with scent your brain responds and then thinks

Question 13

Hearing

Answer 13

• Sound affects behaviour

- Sound is a brand identity = motorcycle

Question 14

Touch (Haptic)

Answer 14

• Affects the product experience and perceived product quality
• Touch is an important factor in sales interaction

Question 15

Taste

Answer 15

• Flavour houses develop new concoctions for consumer palates
• Cultural changes determine desirable taste

Question 16

Taste & sensation transference

Answer 16

• Food and color test
  o The more yellow = the more sour
  o People thought the more yellow the sweeter
• Color corresponds to its taste
  o When the color does not correspond people have a hard time to identify the taste
• Heuristic judgement
  o Wine we think is better because its more expensive

Question 17

absolute threshold

Answer 17

the minimum amount of stimulation that can be detected on a sensory channel
ex:
vision a candle flame 30 miles away

Question 18

Differential threshold

Answer 18

ability of a sensory system to detect changes or differences between 2 stimuli
- Minimum difference between two stimuli is the JND – just noticeable difference

Question 19

marketers want consumers to notice the change when

Answer 19

o Design

Needs to be small changes

Question 20

When do marketers not want consumers to notice the change

Answer 20

o Reduce size of product

o Increase price by couple cents

Question 21

Subliminal perception

Answer 21

occurs when a stimulus is below the level of a consumer awareness
- ex: fedex and its arrow

Question 22

Sensory overload

Answer 22

too much to process

Question 23

Younger consumers can multi-task: process multiple media

Answer 23

when two types of media are being used simultaneously

Question 24

perceptual selectivity

Answer 24

People attend to only a small portion of the stimuli to which they are exposed

Question 25

Personal selection factors (4)

Answer 25

1. perceptual filters - based on past experiences 2. perceptual vigilance - aware of stimuli that relate to their current needs 3. perceptual defence =- see what you want to see and ignore what they don't want to see 4. Adaptation - the degree to which consumers continue to notice a stimulus over time

Question 26

Factors that lead to adaptation (5)

Answer 26

- intensity : less-intense stimuli habituate - duration : a long attention span - discrimination : simple stimuli - exposure: frequently encountered stimuli - relevance : irrelevant or unimportant stimuli

Question 27

- Consumers assigns meaning to stimuli based on

Answer 27

the schema, or set of beliefs, to which the stimulus is assigned ex: salad = healthy

Question 28

Stimulus organization

Answer 28

- People do not perceive a single stimulus in isolation; they tend to view it in terms of relationships with other events, sensations or images ex: coors water

Question 29

Gesltalt psychology

Answer 29

people derive meaning from the totality of a set of stimuli rather than from any individual stimulus

Question 30

Gestalt principle of closure

Answer 30

Consumer tend to perceive an incomplete picture as complete | ex: tesla logo

Question 31

Gestalt principle of similarity:

Answer 31

Consumers tend to group together objects that share similar physical characteristics ex: the panda symbol and the word panda

Question 32

Gestalt figure-ground principle

Answer 32

One part of a stimulus will dominate (the figure) while other parts recede into the background ex: the lamp