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Perception Flashcards

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1
Q

What is Solomon’s (2013) definition of perception

A

The process by which physical sensations such as sights, sounds, and smells are selected organised and interpreted.

The eventual interpretation of the stimulus allows it to be assigned meaning

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2
Q

What are people’s perceptions

A

The way they sense and interpret the world around them

People often do not recognise their perceptions are create led through indirect inference and assume other perceive situations in the same way

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3
Q

What are stimuli

A

The input of information processing

Only a few are noticed and even fewer attended

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4
Q

What is a sensation

A

Immediate response to a stimuli provided

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5
Q

What is perceptual vigilance

A

Consciously or unconsciously filtering stimuli for relevance

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6
Q

What is perceptual defence

A

Inhibits potentially threatening or unpleasant stimuli

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7
Q

What are the sensory systems

A 
Sight
Sound
Smell
Touch
Taste
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8
Q

What is the absolute threshold

A

The lowest level of input to be detected

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9
Q

What is the differential threshold

A

Just noticeable difference l- the minimum change in sensation necessary for a person to detect it
Marketers may want to sneak changes into the market
Each change must be below the perceptual limit

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10
Q

What is Weber’s law

A

The stronger the initial sensory stimulus, the greater the additional intensity needed for the second stimulus to e perceived as different

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11
Q

What is attention

A

The degree to which consumers focus on stimuli during exposure which depends on personal specific factors and stimulus specific factors

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12
Q

What is gestalt psychology

A

People derive meaning from the totality of a set of stimuli rather than from any one individual stimulus

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13
Q

What is priming

A

Where consumers assign meaning based on the set of beliefs held

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14
Q

What is symbolic consumption

A

The meanings attached to the act o consuming the goods

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15
Q

What is poly semy

A

Where consumers project their own experiences and aspirations to assign meaning

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16
Q

What can perceptual mapping help with

A

Locating product space and

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17
Q

What are types of perceived risk

A 
Financial risk 
Performance and functional risk 
Physical risk 
Social risk 
Psychological risk 
Time risk
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18
Q

What does Hulten identify as the 5 major elements of store atmospherics

A 
Exterior 
Interior
Layout 
Point of purchase
Human variables
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19
Q

What do marketers need to ensure

A

Messages are not only perceived but interpreted as intended

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20
Q

What are the elements f the perceptual process

A

Exposure to stimuli- sensory receptors - attention- interpretation- response

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21
Q

How can someone’s perceptual defence be overcome

A

Can be cut through with shock advertising e.g NSPCC

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22
Q

What are some additional points about sight

A

Accounts for 80% of perception Levine
Beware of cultural differences- white symbolises cleanliness
Boy and blue girl and pink

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23
Q

What does touch raise questions for online shopping

A

People want to touch things before they buy - what questions does this raise for online shopping e.g ASOS try before you buy

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24
Q

What is the grocery shrink ray

A

Small changes to size are not noticed

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25
What is adaptation
The extent to which people’s awareness to a stimulus diminishes over time Marketers need to be aware that we become accustomed to things
26
What is attention
When brand evaluation is taking place there is greater attention Companies must think of different ways to get noticed Sound may be used as a contrast Sex, emotion and shock Shock advertising is highly contentious but it can influence attention, memory and behaviour
27
What are schemas
Cognitive frameworks that are used to organise and interpret stimuli
28
What is gestalt psychology
Explains how much of how the brain looks for completeness Used to improve retention Audi A3 ad You don’t need to have everything to have everything
29
Under what conditions is perceived risk likely to increase
New market offering Little information about the product or service There are major differences among brands Limited experience of product class Purchased may be likely to be judged by others Marketer may want to reduce or highten risk
30
What dids hulten identify in ikea
Atmospherics lay the ground for sensory qualities of servicescape Consumers become frustrated if they can’t touch The pleasure of instore atmospherics is important in determining if the person with stay Displays can encourage touching behaviour and can result in interaction that can cause impulse or unplanned purchases Visually pleasing design can impact mood, increase problem solving and potentially overrode small details Becoming a pleasant smell is a cheap and effective means of enhancing customer shopping
31
What were the outcomes of Hultens ikea study
Introducing smell, vision perspective caption enhancement Made shoppers stay longer More time stayed, more purchases Cues exert a positive impact on shoppers touching behaviour Increased touching time is correlated with buyer behaviour Increased touching time increased sales
32
What are the 3 elements that make up the perceptual process
Exposure Attention Interpretation
33
Hat is the differential threshold
Ability of a sensory system to detect changes or differences between two stimuli
34
Why is augmented reality important
Opens new world of information and marketing communication Web based Kiosk based Mobile
35
What is subliminal perception
A stimulus below the level of a consumers awareness
36
What is adaptation
The degree to which consumers continue to notice stimulus over time
37
What factors does Solomon identify that lead to adaption
``` Intensity Duration Discrimination Exposure Relevance ```
38
What are the stimulus selection factors
Size Colour Position Novelty
39
What is interpretation
The meaning people assign to sensory stimuli
40
What is the main conclusion of Hilton (2012)
The introduction of sensory cues is an effective and inexpensive way of strengthening b2c relationships
41
When does hulten (2011) identify a multi sensory experience ales place
When one or more of the five senses contribute to the perception of sensory experiences
42
What is Hulten (2011) definition of a multi sensory experience
An individuals perception of goods/ services or other elements in a service process as an image that challenges the human mind and senses
43
How does SM differ from TM and RM
Through it’s emphasis on the multi sensory experience
44
What were the conclusions of hultens (2011) work
Multi sensory brand experience is critical in differentiating distinguishing and positioning a brand in the human mind Senses can reinforce a positive feeling following experiential logic that creates individual value and brand image
45
What does Krishna find
Marketing communication is characterised by multidimensional conversations with products finding their own voices
46
What is the definition of sensory marketing
Marketing that engages the consumers senses and effects their perceptions judgements and behaviours
47
Stimulus orientation and mental stimulation
Changing products depiction leads viewers to imagine interacting with a product and can therefore increase purchase intention Handiness increases mental stimulation
48
Dynamic imagery
Allows for images in the mind to continue in motion creating higher engagement
49
What is haptic advertising
Messages incorporating a touch element are perceive as more persuasive
50
Offlictuary advertising
Pictures can improve verbal memory | Smell can enhance effectiveness
51
What is proximity
Things seen as close together are perceived more related
52
What is similarity
Things that are similar to one another are perceived to be more related than those that are disimilar
53
What is sensory overload
Exposed to far more information than can be processed
54
What is whole foods an example of
Multi sensory experience- Hulten (2011) Scents of bakery Pop music Offers taste samples Customers invited to touch
55
What was the sales increase in the ikea study (Hulten 2012)
64.5%
56
What is lucozade and example of
Repositioning Used to be seen as a drink for ill people that provided glucose, now market d as an energy drink
57
What are semiotics
Concerned with exploring the links between signs, symbols and their meanings
58
What is tobi
Tracking in shopper research- can help test what stimuli people attend to Useful in supermarket settings where tons of stimuli try to grab attention and products are of close proximity
59
What did Milan find
Shoppers spent 38% more time in store when sound is played
60
What is eve mattress
Links to touch | Given 100 day trial
61
What does pierce identify
Every message has 3 basic concepts Object- product Sign- sensory imagery Interpretant- meaning derived Malboro man and coke
62
What is hultens framework of sensory marketing
Sensory strategies Sensors Sensations (Atmospherics, auditory, visual, gastronomic and tactile
63
What is Asda doing
For Halloween worked with google to make a 360o video that was shopable
64
4d cinemas
Opens new opportunities for marketers
65
What are McCain’ doing
Released aroma from bus shelters and have rewarded passers with coupons when they give the poster a high 5
66
What do Pine and Gillmore (1998) argue
Consumers desire experiences We live in an experience economy And experience occurs when companies use services as the stage, goods as the props to engage consumers in ways that create a memorable event
67
What are the characteristics of experiences
Consumer participation- passive v active Connection- absorption v immersion Entertainment Educational Escapist Estethic
68
What are the components of designing memorable experiences
``` Theme experience Harmonise impressions with positive cues Eliminate negative cues Mix in memorabilia Engage all 5 senses ```
69
What do pine and gillmore say about the importance of engaging all 5 senses
Should support and enhance theme More memorable the more senses engaged Rainforest cafe uses all 5 with mist and is impossible to be unaffected Not all sensations are good e.g duds and suds
70
What is closure
The tendency for people to fill in the missing elements of an incomplete picture
71
What are the 5 sensations outlined by Hulten
``` Atomospheric Auditory Visual Gastronomic Tactile ```
72
What does marketing week say about VR
Increased use of VR including those with added sensory experiences involving taste and smell
73
What does sheldon say
After they eye the hand is the first sensor the pass on acceptance
74
What is hyperlatability
Flavour that stimulates the appetite
75
What is novelty
Deviation from the expected likelihood

Consumer Behaviour (4 decks)

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