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MKT 402 > Exposure, Attention, Perception > Flashcards

Flashcards in Exposure, Attention, Perception Deck (11)
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1
Q

List the 4 elements of the perceptual process

A
  1. Sensory inputs
  2. Exposure
  3. Attention
  4. Perception
2
Q

What is the name of the process where a consumer comes into physical contact with a stimulus?

A

Exposure

3
Q

List some ways to get exposure

A
  1. Advertisements
  2. In store → shelf space, POP displays, end caps
  3. Freebies
  4. Product placement (in movies, music, etc)
4
Q

Which process involves devoting cognitive resources to a stimulus?

A

Attention

5
Q

List the 3 properties of attention

A
  1. Selective
  2. Limited
  3. Capable of being divided
6
Q

In order to get consumers’ attention, make the stimulus:

A
  1. Personally relevant
  2. Pleasant
  3. Surprising
  4. Easy to process
7
Q

What is it called when consumers become desensitized to sensual stimuli?

A

Adaptation

8
Q

Define Weber’s Law

A

The higher the initial level of an attribute, the greater the amount that attribute must be changed before people will notice the change

9
Q

List the two types of taste tests

A
  1. Discrimination

2. Preference

10
Q

How many tastes are needed in a discrimination test?

A

3

11
Q

Which type of perceptual map is more effective? Similarity or attribute-based?

A

Attribute-based