Chapter 4

Question 1

perception

Answer 1

process by which individuals select, organize and interpret stimuli into a meaningful and coherent picture of the world. It can be described as “how we see the world around us”

Question 2

sensation

Answer 2

immediate and direct response of the sensory organs to stimuli

Question 3

stimulus

Answer 3

unit of input to any of the senses as captures by the sensory receptors (human organs)

Question 4

new style of marketing

Answer 4

• ambush marketing

- experiential marketing

Question 5

ambush marketing

Answer 5

placing ads where consumers do not expect them to see it and cannot avoid them

Question 6

experiential marketing

Answer 6

allows consumers to engage and interact with offerings in sensory ways, in order to create emotional bonds between consumers and marketing offerings

Question 7

the stimulus feautures

Answer 7

• contrast

- shocking and unrealist images

Question 8

contrast

Answer 8

one of the most attention-compelling attributes of a stimulus –> ads that contrast with their environments are very likely to be noticed

Question 9

shocking and unrealistic images

Answer 9

provoke attention

Question 10

perceptions are affected by

Answer 10

expectations

Question 11

expectations

Answer 11

people usually see what they expect to see, and what they expect to see is based on familiarity, previous experiences or a set of expectations

Question 12

expectations (marketing context)

Answer 12

a person tend to perceive products and product attributes according to his or her own expectations

Question 13

motives

Answer 13

people tend to perceive the things they need or want; the stronger the need, the greater the tendency to ignore unrelated stimuli in the environment

Question 14

selective perception

Answer 14

• selective exposure
• selective attention
• perceptual defense

Question 15

selective exposure

Answer 15

occurs when consumers tune into messages that they find pleasant or with which they are sympathetic and actively avoid painful and threatening ones

Question 16

selective attention

Answer 16

consumers’ heightened awareness of stimuli that meet their needs and interests and minimal awareness of stimuli irrelevant to their needs

Question 17

perceptual defense

Answer 17

consumers subconsciously screen out stimuli that they find psychologically threatening, even though the exposure has already taken place

Question 18

gestalt psychology

Answer 18

suggest the whole is greater than the sum of its part, and it looks for patterns and configurations that affect the interpretation of information

Question 19

3 principle that affect how patterns are perceived are:

Answer 19

• figure and groups
• grouping
• closure

Question 20

figure and group

Answer 20

elememnt of perception that describes the interrelationship between the stimulus itself (figure) and the environment or context within which it appears (group)

Question 21

grouping

Answer 21

refers to people’s instinctive tendecy to group stimuli together so that they become an unified picture and impression. The perception of stimuli as groups or chunks of information, rather than as discrete bits of information, facilitates memory and recall

Question 22

closure

Answer 22

people’s instinct to organize pieces of sensory input into a complete image or feeling. Individuals needs closure, which means that if they perceive a stimulus as incomplete, they are compelled to figure out its complete meaning; they consciously or subconsciously fill in the missing pieces

Question 23

stereotypes

Answer 23

individuals carry biased pictures in their minds of the meanings of various stimuli

Question 24

Triggers the stereotypes

Answer 24

• physical appearance
• descriptive terms
• first impression
• halo effect

Question 25

physical appearance

Answer 25

people tend to attribute the qualities they associate with certain types of people to others who resemble them, whether or not they consciously recognize the similarity

Question 26

descriptive terms

Answer 26

reflected in verbal messages

Question 27

first impression

Answer 27

first impression are lasting

Question 28

halo effect

Answer 28

refers to the overall evaluation of an object that its based on the evaluation of just one or a few moments

Question 29

perceiped value

Answer 29

- reference price - price-quality relationship - positioning - image and quality

Question 30

reference price

Answer 30

is any price that a customer uses as a basis for comparisons in judging another price

Question 31

external reference price

Answer 31

advertisers uses higher external reference price

Question 32

internal reference price

Answer 32

references prices are those prices (or price ranges) retrieved by the consumer from memory

Question 33

price-quality relationship

Answer 33

people make inferences about the quality of products based on their prices when they do not have experience with the product

Question 34

positioning

Answer 34

is a distinct "position" (or image) that a band occupies in consumers' mind. This mental positioning must be unique and represent the core benefit that the brand provides

Question 35

image and quality

Answer 35

brand's image must be updated. Consumers of then view products that have been around for a long time as boring, especially when newer alternatives are introduced --> packaging, corporate advertising, retail partnership and service quality impact the image

Question 36

perceived risk

Answer 36

the degree of uncertainty perceived by the consumer as to the consequences of a specific purchase decision

Question 37

types of risk

Answer 37

- functional - physical - financial - psychological - time

Question 38

function risk

Answer 38

product will not perform as expected

Question 39

physical risk

Answer 39

product can harm self or other; brings risk for one and others

Question 40

financial risk

Answer 40

product will not be worth its costs

Question 41

psychological risk

Answer 41

poor product choice will bruise the consumer's ego

Question 42

time risk

Answer 42

time spent in product search may be wasted if the product does not perform as expected

Question 43

high-risk perceivers

Answer 43

limit their product choices to a few alternatives rather than face the consequences of a wrong decision

Question 44

low-risk perceivers

Answer 44

make their choices from a much wider range of alternatives. They would rather risk a poor selection than limit the number of alternatives from which they can choose

Question 45

how consumers handle risk

Answer 45

- information - brand loyalty - store image - price-quality relationship

Question 46

information

Answer 46

seek information about product and product category

Question 47

brand loyalty

Answer 47

avoid risk by remaining loyal to a brand

Question 48

store image

Answer 48

trust the judgement of the merchandise buyers of a reputable store

Question 49

price-quality relationship

Answer 49

most expensive model have probably the best quality