Chapter 2

Question 1

Define: Perception

Answer 1

Perception is the process by which sensations are selected, organized and interpreted

Question 2

True or false, marketers do not influence our perception

Answer 2

Obviously False

Question 3

Define: Sensation

Answer 3

the immediate response of our sensory receptors (those in our eyes, ears nose, mouth and skin) to such a basic stimuli as light, colour and sound.

Question 4

Exposure –> Attention –> _________

Answer 4

Interpretation

Question 5

________ create many associations in terms of decisions, memories and choices

Answer 5

Sensory Inputs

Question 6

Colour provokes ______

Answer 6

emotion

Question 7

Define: Trade dress

Answer 7

When colour combinations come to be associated so strongly with a corporation they become known as the company’s trade dress

Question 8

______ stir emotion or create calm feelings

Answer 8

Scents

Question 9

Sound affects _________: airline passengers move to their seats faster with an up-tempo playing

Answer 9

behaviour

Question 10

List an example of how sound creates a mood and how do fast vs slow tempos of sounds affect behaviour?

Answer 10

The brick using a slow tempoed sound to create a relaxing mood.
Fast tempo = more stimulation
Slow tempo= more relaxing

Question 11

Haptic senses =

Answer 11

Touch senses

Question 12

_______ the most basic of senses, we learn this sense first

Answer 12

Touch

Question 13

We are more sure about what we perceive when we can ______

Answer 13

Touch it

Question 14

Define: Step 1, Exposure

Answer 14

The process by which the consumer comes into contact with the stimulus and has the potential to notice it.

Question 15

Consumers have 2 options when the face a stimulus, they can …

Answer 15

Focus on the stimulus or ignore it

Question 16

Define Psychographics

Answer 16

Science that focuses on how the physical environment is integrated with our personal, subjective world

Question 17

Define ABSOLUTE THRESHOLD

Answer 17

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

Question 18

Give an example of the absolute threshold?

Answer 18

The sound emitted by a dog whistle is too high to be detected by human ears, so this stimulus is beyond our auditory absolute threshold

Question 19

Define Differential Threshold

Answer 19

the ability of a sensory system to detect changes in a stimulus or differences between two stimuli

Question 20

Define: JND– Just Noticeable Difference

Answer 20

The minimum change in a stimulus that can be detected

Question 21

Describe and give an example of Weber’s Law regarding negative changes.

Answer 21

Reductions are not readily discernible to the public – below your JND (just noticeable difference)

eg. Kimberley-Clarke, the manufacturer of Huggies, reduced the number of diapers in a package from 240 to 228 and continued pricing it at $31.99.
eg. PepsiCo reduced the weight of one snack food bag from 14.5 oz. to 13.5 oz. and maintained the price at $3.29

Question 22

Describe and give an example of Weber’s Law regarding positive changes.

Answer 22

Product improvements are perceived by the public – above your JND

eg. Harvey’s, the Canadian hamburger chain, introduced its mega burger – made with a solid 6 oz. of ground beef. It is the biggest burger in Canada and the increase in quantity (from 4 to 6 oz) is probably well above the JND.

Question 23

Define: subliminal perception

Answer 23

the perception of stimuli below the level of consumer consciousness, (Fun fact): has captivated the public for more than 50 years, despite the fact that there is virtually no proof that that is has any effect on consumer behaviour

Question 24

Define Step 2: Attention

Answer 24

refers to the extent to which the brains processing activity is devoted to a particular stimulus.

Question 25

To get our attention, marketers need to break through the ______

Answer 25

clutter

Question 26

What are some ways that markets try to break through clutter?

Answer 26

Networks try to engage viewers during commercial breaks by wedging content into the blocks of advertising time Online rich media makes surprise movements Teaser ads pull you into a story line, so you will continue to watch Perceptual selectivity means that people pay attention only to stimuli to which they are exposed

Question 27

Define: Perceptual Selectivity

Answer 27

Perceptual selectivity is when people select items or objects based on what gets their attention. The items or objects are perceived to appeal to our senses.

Question 28

What are the 4 categories of perceptual selectivity?

Answer 28

Perceptual filters Perceptual vigilance Perceptual defence Adaptation

Question 29

Perceptual filters

Answer 29

based on past experience

Question 30

Perceptual vigilance

Answer 30

aware of stimuli that relate to their current needs

Question 31

Perceptual defence

Answer 31

see what you want to see and ignore what they don’t want to see

Question 32

Adaptation

Answer 32

the degree to which consumers continue to notice a stimulus over time, This process occurs when a sensation becomes so familiar that it is no longer the focus of attention

Question 33

What are the 5 factors that lead to adaptation?

Answer 33

``` Intensity Duration Discrimination Exposure Relevance ```

Question 34

Define: Stimulus Selection

Answer 34

``` We are more likely to notice stimuli that differ from others around them Colour Size Position Novelty ```

Question 35

Describe the position stimulus in relation with stimulus selection

Answer 35

Stimuli that are in places where we're more likely to look stand a better chance at being noticed Placing products at eye level in grocery stores results in more sales

Question 36

Describe the Novelty Stimulus in relation with stimulus selection

Answer 36

Communications that use novel stimuli or appear in unexpected places tend to grab our attention Ex. backs of shopping carts, washrooms etc

Question 37

Define Step 3: interpretation

Answer 37

The process whereby meanings are assigned to stimuli A great example of interpretation is two people can see or hear the same event but their interpretations of it can be different depending on what they had expected the stimulus to be

Question 38

Define: Schema

Answer 38

Set of beliefs to which the stimulus is assigned

Question 39

A ______ provides a cognitive framework that helps organize and interpret information that surrounds a particular stimulus, such as a brand for example

Answer 39

Schema

Question 40

Define : Schema Stereotypes

Answer 40

Serve as expectations of what specific situations, people or events will be like, and they are important determinants of how such stimuli are subsequently perceived.

Question 41

Gestalt

Answer 41

The whole is greater than the sum of its parts

Question 42

Closure

Answer 42

People perceive an incomplete picture as complete

Question 43

Similarity

Answer 43

Consumers group together objects that share similar characteristics

Question 44

Figure Ground

Answer 44

One part of the stimulus will dominate the figure, while other parts recede into the background

Question 45

Define: Positioning Strategy

Answer 45

the way the marketer wants the brand to be viewed in the eyes of the consumer

Question 46

_____________ elements influence the consumer’s interpretation of brand’s meaning of brand’s meaning

Answer 46

Marketing Mix

Question 47

Brand’s position as a function of:

Answer 47

Lifestyle, price leadership, attributes, product class, competitors, occasions, users, and quality

Question 48

Give one example of repositioning

Answer 48

Volvo has been seen as a brand for an older demographic. They recently signed a young NBA player with a Chinese- American heritage. This will help create a more youthful brand image as well as appealing to the Chinese market.