Consumer perception and Learning about consumption goods

Question 1

How do we recieve external stimuli?

Answer 1

Through the 5 senses

Question 2

What happens to sensory detection abilities as we age?

Answer 2

They decline, affecting how elderly consumers percieve marketing messages

Question 3

How does vision influence consumer behaviour?

Answer 3

Colours, sizes, and shapes. E.g blue = calm, trust, dependability

Question 4

How does scent impact shopping behaviour?

Answer 4

Pleasant scents can increase purchases. E.g masculine perfumes boost men’s product sales

Question 5

What is the “psychological ownership” effect in touch?

Answer 5

When consumers touch a product, they feel more attached to it and are more likely to buy it.

Question 6

What is the endowment effect?

Answer 6

People value things more once they own or interact with them.

Question 7

What is the contamination effect?

Answer 7

Consumers avoid touching products others have touched (e.g, during covid-19)

Question 8

How does sound influence consumer perception?

Answer 8

Music affects mood and brand perception. Hard consonants (K,P) make brand names more memorable.

Question 9

How does taste vary in marketing?

Answer 9

Taste is influenced by culture, age, and expectations (e.g, different ice cream flavours per region).

Question 10

What is the absolute threshold?

Answer 10

The minimum amount of stimulation that a person can detect.

Question 11

What is the differential threshold?

Answer 11

The ability to detect differences between stimuli

Question 12

What is the Just Noticeable Difference (JND)?

Answer 12

The smallest change in a stimulus that consumers can percieve.

Question 13

What is Weber’s Law?

Answer 13

The amount of change needed to be noticed depends on the original intensity of the stimulus.

Question 14

What is subliminal perception?

Answer 14

Influenceing consumers without their awareness, using:

Embeds (hidden images in ads)
Subliminal audio (low-volume messages in music)

Question 15

What is the priming effect?

Answer 15

Exposure to one stimulus subconsciously influences a later response. E.g:

Seeing happy faces in a soda ad makes people drink more soda

Question 16

What factors affect consumer attention?

Answer 16

Personal selection
- Perceptual vigilance: we notice whats relevant to us
- Perecptual defense: We ignore things that contradict our belifs
- Adaption: We stop noticin repeated stimuli

Question 17

How do marketers capture attention?

Answer 17

Stimulus selection (constrast, novelty, humor, pleasantness)

Question 18

How do we assign meaning to stimuli?

Answer 18

Based on schemas (pre- existing beliefs)

Question 19

What is the confirmation bias?

Answer 19

We favour information that confirms our existing beliefs

Question 20

What is the placebo effect in marketing?

Answer 20

Expectations shape experiences (e.g, orange juice tastes better if it looks more orange)

Question 21

What is perceptual mapping?

Answer 21

A visual representation of how consumers percieve brands

Question 22

What are some ethically questionable marketing tactics?

Answer 22

Manipulative strategies, such as:
- JND (hiding product changes)
- Deceptive advertising
- Covert marketing (hidden endorsements)

Question 23

What are the three Gestalt principles?

Answer 23

Closure - We fill in missing information
Similarity - We group similar things together
Figure - ground - We focus on the main object, background fades

Question 24

What is anthropomorphism?

Answer 24

Assigning human traits to objects, brands or animals

Question 25

How do brands use anthropomorphism?

Answer 25

Visual cues - e.g packaging with a "face" Verbal cues - e.g brands speaking in first - person Metaphors - e.g our brand is your best friend

Question 26

How does anthropomorphism affect consumer behaviour?

Answer 26

Trust: consumers trust a brand more if it seems human Fairness: Price increases feel more unfair from humanized brands Coping: People anthropomorphize products to reduce guilt (e.g, treating a care like a friend)

Question 27

What is classical conditioning?

Answer 27

Associating a stimulus with a resposne. Eg: Pairing a jingle with a product to create positive feelings

Question 28

What is instrumental (operant) conditioning?

Answer 28

Learning theough rewards and pumishments. Positive reinforcement: E.g free samples for repeat purchases Negative reinforcement: E.g Removing ads after subscription Punishment: E,g Higher prices for late payments

Question 29

What are reinforcement schedules?

Answer 29

Fixed ratio - Reward after a set number of actions (e.g coffee loyalty cards) Variable ratio - Unpredicatable rewards (e.g, slot machines) Fixed Interval - Rewards after set time periods (e.g, seasonal sales). Variable Interval - Rewards at random times (e.g, secret shoppers)

Question 30

What is state - dependent retrieval?

Answer 30

Memory is stronger when we recall in the same emotional or physical state.

Question 31

What is the "von Restorff" effect?

Answer 31

Unusual or distinct stimuli are more memorable

Question 32

How does familiarity affect recall?

Answer 32

Familiar products can have either: Enhanced recall (if they stand out) Weakened recall (if overexposed and ignored)