Chapter 3 (Perception)

Question 1

Perception

Answer 1

The process by which humans become aware of and interpret a stimulus

Question 2

What are the stages in consumer perception?

Answer 2

exposure, attention, interpretation

Question 3

What are the three factors that affect perception?

Answer 3

Stimulus Characteristics, Context, Consumer Characteristics

Question 4

Stimulus Characteristics

Answer 4

Sensory Characteristics, Information Content

Question 5

Context

Answer 5

Store, Brand Name

Question 6

Consumer Characteristics

Answer 6

Involvement, Interest, Sensory and Cognitive Skills, Familiarity & Expertise

Question 7

Identify different Marketing Applications of Perception such as the psychology of price,
and country of origin effects.

Answer 7

Psychology of Price Perceptions
Country of Origin
Brand Image
Perceptual Maps
Sensory Marketing

Question 8

Figure and Ground

Answer 8

The organization of the visual field into objects (the figures) that stand out from their surroundings (the ground)

Question 8

Gestalt

Answer 8

When we look at something we took at an overall perception of it

Question 9

Closure

Answer 9

We fill in gaps to create a complete, whole object

Question 10

Perceptual Map

Answer 10

A visual representation that displays the perceptions or attitudes of consumers toward a set of products, brands, or services within a particular market

Question 11

Perceptual Map Usage

Answer 11

To evaluate the positioning of the brand in the marketplace

Question 12

Positioning

Answer 12

Consumer perception of a brand
relative to competing brands and relative to one’s goals

Question 13

Positioning Methods

Answer 13

By Functional Benefits
By Symbolic Image
By User Image
By Competition
By Values
By Category

Question 14

Repositioning

Answer 14

The practice of changing consumer perceptions about a brand