Lecture 3 Flashcards
(22 cards)
What is perception in consumer behaviour?
A consumer’s awareness and interpretation of reality, based on subjective understanding.
What is sensation?
The immediate response of the sensory organs to basic stimuli
What is the difference between sensation and perception?
Sensation is raw data input; perception is how we interpret and make sense of it.
Why do marketers use sensory marketing?
To increase hedonic value, create emotional connections, and make products more memorable.
What is the three-stage process of perception?
- Exposure, 2. Attention, 3. Interpretation.
What is exposure?
When a stimulus comes within the range of a person’s sensory receptors.
What is the absolute threshold?
The minimum level of stimulus intensity that can be detected.
What is the differential threshold?
The ability to detect differences between two stimuli (Just Noticeable Difference – JND).
What is Weber’s Law in perception?
The stronger the initial stimulus, the greater the change must be for it to be noticed.
What is attention in perception?
The degree of mental focus given to a stimulus.
What are perceptual filters?
Personal factors that affect how we perceive things, based on experience and needs.
What are three types of perceptual selection?
Perceptual vigilance: Notice what relates to current needs
Perceptual defense: Ignore threatening stimuli
Adaptation: Stop noticing familiar stimuli
What factors lead to adaptation?
Intensity, duration, exposure, discrimination, and relevance.
What is the “Golden Triangle” in perception?
The area of a webpage where users focus most of their attention.
What is semiotics?
The study of symbols and how meaning is created from them in marketing.
What are the three components of a marketing message in semiotics?
Object: The product
Sign: The sensory image
Interpretant: The meaning derived
Why is vision important in marketing?
It’s the dominant sense (80% of perception), used in design, packaging, and branding.
What is trade dress?
Colour or design elements uniquely associated with a brand.
How does scent influence perception?
It evokes memory and emotion, increasing time spent and purchase likelihood.
What is sound symbolism?
The idea that the way a word sounds influences what we believe about it.
What is the endowment effect?
When consumers touch a product, they begin to feel ownership and value it more.
How is taste influenced in marketing?
By both biological factors and expectations shaped by branding and sensory context.
