perception Flashcards
(10 cards)
what is perception?
process of taking or encoding a stimulus using one or more of our sense=vision,hearing,taste,smell,and touch
peception through vision
lettering-on a product,in logo,an ad can affect perception and support brand recognition and image
color-visual perception, can be described according to hue,saturation,and lighness,color help consumer to quickly determne
size and shape-can affect how consumer perceive a brand
why hearing can be a perception?
another form of sensory input,perception of sound (auditory stimuli)depends on its intensity,consumer positive feeling a brand name with sound repitition when spoked aloud
perceiving through taste
food and beverage marketers stress taste
how smell can give influence from customer
seell responses and moods.people can feel energetic or relaxed depending on whether or not a scent is present,and which scent it is.smell can entire consumer to try or buy a food product,many people know this,and readily try the smell of cancandles,hand lotion,and perfumes in stores,even when not explicitly
perceiing through touch
preferences,vary touch we touch with our finger and the way things feel as they contact our skin.consumer like some product because of their feel.
just noticeable difference(jnd)
that a consumer would not react to a stimulus unless the perceived was above(or below) a certain threshold(that means to hide negative facts such as decreased the quality of product from the customers,according to cherry (2015)
information processing
process occur virtually simultaneously and are clearly interactive.
that process exposure,attention,interpretatition and memory
perceptual maps
designed show how the average target market consumer understand the positioning of the competing product in the marketplace
3 factor of attention
stimulus-they are like
individuals-speaker
situations-environmen(program involvement)
