Chapter 6 - Perceptual interpretation

Question 1

Define perceptual interpretation

Answer 1

People interpret ambiguous stimuli differently and reveal a great deal about themselves

Question 2

What are stereotypes in this context

Answer 2

people have bias and may inject said bias and develop unique meaning when presented with stimuli

Question 3

What role do physical appearances play in this context

Answer 3

people associate attributes of certain types of people or objects to others who resemble them
o Models are chosen to portray success
o Colour of orange juice portrays taste

Question 4

How do descriptive terms relate to this context

Answer 4

stereotypes often reflected in verbal messages
o Adjectives can result in positive feedback
o Building strong brand name can promote positive association

Question 5

How do first impressions relate to this context

Answer 5

tend to be long lasting, must get it right the first time

Question 6

What is a halo effect

Answer 6

consumers evaluate multiple objects based on one dimension