Chapter 2: Perception

Question 1

Perception

Answer 1

process an individual selects organizes and interprets the information

Question 2

stages that makeup perception

Answer 2

exposure
attention
interpretation

Question 3

Overview of the perception process

Answer 3

Sensory stim:
sight
sound
smell
tastes
textures

Sensory receptors
eyes
ears
nose
mouth
skin

Question 4

perceptions of emotions

Answer 4

• with who you empathize with? why?
• what factors explain their moods & behaviours?
• is this behaviour given the circumstances?`

Question 5

Perceptual filters

Answer 5

Vigilance

Defense

Question 6

Perceptual filter - Vigilance

Answer 6

consumers more likely to be aware of stimuli that relates to their needs

Question 7

Perceptual filter - Defence

Answer 7

people see what they want to see and don’t see what they don’t want to see

i.e. smokers don’t look at cancer scared lungs

Question 8

Factors that shape perceptions

Answer 8

Stimulus characteristics
Context
Customer Characteristics

Question 9

Factors that shape perceptions - Stimulus characteristics

Answer 9

perception is multi-sensory

Question 10

Factors that shape perceptions - Context

Answer 10

Judgements are often based off / influenced by setting, situation & surrounding circumstances

Question 11

Factors that shape perceptions - Customer Characteristics

Answer 11

• Shaped by personal knowledge & experiences

* don’t see things as they are, we see them as we are

Question 12

Golden triangle

Answer 12

Space on screen where we are virtually guaranteed to view listings

Question 13

Figure-ground principle

Answer 13

on part of nice words and others go to the background

I.e. taking a photograph focused on one item and the background is bulrry

Question 14

Principle of similiarty

Answer 14

consumers tend to put objects together that share physical characteristics that a particular item sets for an integrated whole

Question 15

Interpretation

Answer 15

• meaning people assign to sensory stimuli
  i. e. 2 kids get McDonald’s fries and 1 kid eats them out of the bag and the other eats them out of a plastic container and they don’t taste as good

Question 16

Stimulus selection factors

Answer 16

Size
Colour
Position
Novelty

Question 17

Stimulus selection factors - Size

Answer 17

size of stimuli that differ from others around them are more likely to be noticed

webbers law

Question 18

Stimulus selection factors - Colour

Answer 18

Powerful way to draw attention to a product or give it an identity

• trade dress*
  i. e. DeWalt tools yellow & black

Question 19

Stimulus selection factors - Positon

Answer 19

Stimuli that are in the places we’re most likely to look

golden triangle

Question 20

Stimulus selection factors - Novelty

Answer 20

Communication that use novel stimuli or appear in unexpected place tend to grab attention

i.e. back of shopping cart, on consumers, public washrooms

Question 21

Positioning strategy

Answer 21

• the way markets want the brand to be viewed in the eyes of the consumer
  i. e. most automobile companies want to be known for safety & Sabaru want to be known as a pet friendly car and they are “dog tested”

Question 22

Positioning dimensions

Answer 22

• price leaderships
• users
• attributes
• designs
• product class
• occasions

Question 23

Reposition

Answer 23

Updates the brand image

i.e. Estée Lauder started to be seen as an older lady company so they hired Kendall Jenner to be the face of the brand

Question 24

Sensation

Answer 24

immediate response of our sensory receptors (5 senses) to basic stimuli such as light, colour & sounds

Question 25

Sensory marketing

Answer 25

comapnies pay extra attention to the impact of sensation on our product experiences

Question 26

Sound symbolism

Answer 26

the way a word sounds influences our assumptions about what it describes about it's attributes such as sound

Question 27

Endowment effect

Answer 27

When consumer thouch an item for 30 seconds or less and feel a greater level of attachment and are willing to pay more for it

Question 28

Exposure

Answer 28

when stimulus comes within the range of the individuals sensory receptors so they have the potential to notice

Question 29

Psychophysics

Answer 29

Science that focuses on how the physical world is integrated in to our personal subjective world

Question 30

Absolute threshold

Answer 30

Minimum amount of stimulation that can be dected on a sensory channel

Question 31

Differential threshold

Answer 31

Ability of a sensory system to dectect changes in a stimulus or differences between two stimuli

Question 32

Perceptual activity

Answer 32

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

Question 33

Adaption

Answer 33

Degree to which consumers continue to notice stimulus over time

Question 34

Adaption factors

Answer 34

* intensity * duration * discrimination * exposure * relevance

Question 35

Adaption factors - Intensity

Answer 35

Consumers become habituated to less-intense stimuli - they have less of a sensory impact

Question 36

Adaption factors - Duration

Answer 36

Stimuli that require realively long exposure to be processed then to be habituated because they require a longer attention span

Question 37

Adaption factors - Discrimination

Answer 37

Simple stimuli tend to be habituated because they do not require attention to detail

Question 38

Adaption factors - Exposure

Answer 38

People tend to habituate to frequently encountered stimuli as the rate of exposure increases

Question 39

Adaption factors - Relevance

Answer 39

People tend to habitutate stimuli that are irrelevant or unimportant because they feel fail to attract attention

Question 40

Sensory overload

Answer 40

they are exposed to far more infromation than they're able or willing to process i.e. bombardments with commercials, writing a test with someone talking, TV and music all playing in the background

Question 41

Multitask

Answer 41

Ability to process information from more than one medium at a time i.e. TV and phone

Question 42

Guerrilla marketing

Answer 42

* marketers use it to get noticed * involved using communication in unexpected & unconvential ways to target customers in unexpected places i.e. stunts, viral videos, stencil graffiti

Question 43

Gestalt psychology

Answer 43

school of thought maintaining that people derive meaning from the totality of a set of stimuli rather than from any individual stimulus

Question 44

Principle of closure

Answer 44

Implies that consumers tend to perceive an incomplete picture as complete i.e. fill in the blanks