Lecture 2-Perception

Question 1

What is sensation?

Answer 1

Our immediate response of our sensory receptors (eyes, ears, nose, mouth, skin) to basic stimuli (such as light, color, sound, odor and texture).

Question 2

What is perception?

Answer 2

The process by which stimuli are selected, organized and interpreted. This adds to raw sensations.

Question 3

What is perception influenced by?

Answer 3

1. structural factors- contrast, position, color, size.

2. individual factors- needs, experiences, unique biases, cognitive accessibility

Question 4

What are examples of sensory stimuli:

Answer 4

sights, sounds, smells, tastes, textures

Question 5

What are examples of sensory receptors:

Answer 5

eyes, ears, mouth, nose and skin

Question 6

What is sensory marketing?

Answer 6

marketing strategies that focuses on the impact of sensations on product experiences (car shows, costco samples, perfume samples)

Question 7

Tell us more about how sight impacts marketing

Answer 7

Marketers communicate meaning through colour, size and styling

Question 8

What does colour do?

Answer 8

1. adds and directly influences emotion
2. colours are rich in symbolic value and cultural meanings
3. some color combinations come to be associated so strongly to a corporation that they become known as the companies trade dress

Question 9

Tell us more about hearing?

Answer 9

• second most used sense by marketers
• limbic system process scent cues
• music is very powerful in influencing behaviour (triggers emotions)
• way a word sounds influences our assumptions about a product

Question 10

Tell us more about smell?

Answer 10

-car and fragrance all have a scent element
-odours stir emotions and bring back memories
odours relieve stress (connect tot eh brain section that processes emotions and memories)

Question 11

Tell us more about touch?

Answer 11

• moods are relaxed and stimulated by skin
• people associate fabrics with product quality
• touching an item to form a relationship with the product

Question 12

sound symbolism:

Answer 12

the process by which the way a word sounds influences our assumptions about what it describes and its attributes such as size

Question 13

When is sound used:

Answer 13

1. supermarkets, stores
2. restaurants/coffee shops
3. waiting rooms
4. elevators
5. in commercials

Question 14

endowment effect:

Answer 14

consumers ascribe more value to something simply because they own it

Question 15

Taste:

Answer 15

first taste item will have priority. Culture influences our taste preferences

Question 16

Exposure:

Answer 16

a stage of perception where a sensation comes within range of a consumers receptor (consumer must see/notice message)

Question 17

psychophysics:

Answer 17

science of how the physical world is integrated with our personal subjective world. Study of physical properties of stimuli and psychological responses.

Question 18

attention:

Answer 18

consumer must look at/attend to “your message”.

Question 19

interpretation:

Answer 19

consumer must “make sense” of your message

Question 20

sensory threshold

Answer 20

the study of the relationship between the physical properties of stimuli and the “psychological responses” . Psychophysics helps us to measure the threshold

Question 21

Absolute threshold

Answer 21

the minimum amount of stimulation that can be detected on a sensory channel

Question 22

Differential threshold

Answer 22

ability of a sensory system to detect changes in a stimulus or difference between two stimuli

Question 23

Just noticeable Difference:

Answer 23

minimum change in a stimulus that can be detected

Question 24

webers law:

Answer 24

the stronger the initial stimulus, the greater the change must be for it to be noticed

Question 25

webers law:

Answer 25

K= JND/I

Question 26

subliminal perception:

Answer 26

information presented below the level on consumers awareness, similar to subliminal messages but they are not hidden, they are present, you just have to focus to see it

Question 27

Attention

Answer 27

the extent to which the brains processing activity is devoted to a particular stimulus

Question 28

an example of subliminal priming

Answer 28

apple logo flashed for 30ms and then it is masked to interrupt conscious processing (individuals who saw apple logo are more creative).

Question 29

sensory overload

Answer 29

more information than able or willing to process

Question 30

perceptual selectivity

Answer 30

people attend only small portions of the stimuli to which they are exposed to in order to avoid being overwhelmed

Question 31

guerilla marketing:

Answer 31

unexpected and unconventional marketing approaches to get attention

Question 32

what are the perceptual selection factors

Answer 32

1. perceptual filters 2. perceptual vigilance 3. adaptation 4. intensity 4. discrimination 5. exposure 6. relevance

Question 33

perceptual vigilance

Answer 33

aware of stimuli that relate to their current needs

Question 34

perceptual defence:

Answer 34

see what you want to see and ignore what they don't want to see

Question 35

Perception depends on stimuli factors which include:

Answer 35

1. novelty 2. contrast 3. color 4. size and position 5. sex and humor 6. odor 7. movement 8. price

Question 36

interpretation:

Answer 36

meaning that people assign to sensory stimuli

Question 37

how do people interpret thing?

Answer 37

the stimulus is assigned to a schema

Question 38

schema:

Answer 38

mental structure that encompasses a persons knowledge and feelings that are related to an object or event

Question 39

gestalt psychology:

Answer 39

the whole is greater than the sum of its parts. Meaning is derived from the totality of a set of stimuli rather than individual stimulus

Question 40

gestalt psychology includes:

Answer 40

1. principle of closure 2. principle of similarity 3. principle of figure-ground

Question 41

stimulus interpretation

Answer 41

is associated with other related events, sensations or images

Question 42

principle of closure:

Answer 42

consumers tend to perceive an incomplete picture as complete

Question 43

principle of similarity

Answer 43

consumers group together similar objects

Question 44

principle of figure-ground

Answer 44

one part of the stimulus will dominate the perception

Question 45

proximity

Answer 45

items close to each other in space of time tend to be perceived as being related or belonging to each other

Question 46

continuity

Answer 46

elements are seen as belonging to each other if they appear to be a continuation of the direction of previous elements

Question 47

positioning strategy:

Answer 47

the place a brand occupies in the consumer mind with regard to important attributes and competitive offering

Question 48

functional attributes + symbolic attributes=

Answer 48

brand perception

Question 49

brands position is a function of

Answer 49

1. lifestyle 2. price leadership 3. attributes 4. product class 5. competitors 6. occasions 7. users 8. quality