Perception Flashcards
define the term perception
= the process of attaining awareness or understanding of the world
= the process by which stimuli are selected, organised, and interpreted (vision, hearing, touch, smell, taste)
what is the difference between hedonic and utalitarian products?
hedonic satisfy our emotions and aesthetic needs, while utalitarian satisfy our functional needs.
a product can have both functions at the same time.
define the term sensation
immediate & direct response of sensory systems to basic stimuli
define 3 characteristics of vision
- present 50-70% of all stimuli, we think in images (a visual society)
- colours evoke emotions that can be either culturally or biologically based
- use in marketing: logos, greenwashing (with using green etiquettes and such)
define 3 characteristics of sound
- has an impact on tempo, mood, behaviour, communication
- phonemes = individual sounds that are more or less preferred by consumers
- use in marketing: voice assistants
define 3 characteristics of scent
- primary and fastest sense (largely subconscious)
- stimulate moods and memories (nostalgia)
- use in marketing: scratch’n’sniff, product scents, store scents
define 3 characteristics of touch
- haptic sense = most basic one, we use it before vision and smell
- affects product experience (judgement, perception)
- closely connected with other senses
define 3 characteristics of taste
- contributes to product experience
- cultural differences determine desirable tastes
- perception of taste is based on colour (e.g., strawberry, blueberry)
state 5 examples of using AR and VR in marketing. with which sense is it not yet useful?
- professional training (pilots)
- real estate showings
- IKEA furniture tryouts
- VR tourism
- clothing and makeup tryons
not useful for taste experience
define the perception process.
- exposure
- attention
- organisation
- interpretation
- response
define the term exposure.
= when a stimulus comes within range of someone’s sensory receptors
state the classificiation of exposure by our intentions
- accidental exposure
- — involuntary
- — selective (perceptual vigilance, perceptual defence, adaptation) - intentional exposure
define the term absolute threshold
= minimum amount of stimulation that can be detected
what does Weber’s Law tell us? state it.
tells us the scope of possible changes to a stimulus before those changes are detected.
ΔI / I = K
ΔI = the smallest still detected change in the stimulus
I = intensity of the stimulus at the point of change
e.g. smaller pack, same content
define the term attention
= the degree of focus on stimuli during exposure
what are the two attention determinants?
- characteristics of a consumer (previous experiences, hobbies, ability to percieve, expectations)
- characteristics of a stimulus (differentiation, contrasting)
define the term organisation
= categorisation of different stimuli into meaningful units
state three examples of why gestalt psychology is relevant with organisation?
bc the whole is greater than the sum of its parts.
- figure-background
- similarity grouping
- closure of incomplete objects
define the term interpretation
process of assigning meaning to sensory stimuli (sense-making)
what is interpretation based on?
existing knowledge structures (schemas, scripts=routines)
why is perceptual mapping important?
it illustrates the position of a brand amongst its competitors (helpful for future strategy planning)
what is a decompression zone?
a zone in a store to adjust to the environment (to not go directly from an external env. into the products)
state 4 examples of perception in retailing.
- customer-store contact (how the store phsically looks)
- store movement (shopping highways and byways)
- store image (customers’ perception)
- store atmosphere
define the term retailtainment
intensified sensory experiences, used for marketing - spending your free time at the mall without intention to buy something (increases the customer perception of the company)
