Sensation and Perception 1 Flashcards
Dead dog story - woman said that computer parts were in the bag and it was actually her dog, so in conclusion, he has the sensation and perception to support what she said so he stole it
Dead dog story
The process by which our nervous system receives and represents stimuli from the environment via our 5 senses
Raw energy transformed into neural signals which are sent
to the brain
Sensation
Process of retrieving, selecting and interpreting
environmental stimuli with the five senses.
Meaning/interpretation given to sensory information
Perception
____ is the communication gateway to the consumer.
Perception
“even in the dark” - ___ and ___ packaging
coke and toberlone
___ isn’t a copy of sensory information reality
Visual Capture: tendency for vision to dominate the
other senses
Human beings make systematic errors in their
perceptions that can be exploited by marketers
Perception
Inaccuracy of perception - “heavier” vs “lighter”: bottom/top and left/right.
Bottom-right is___ (don’t put images here
“heavier”
____’s law: ability to retain short term memory. Can vary in terms of expense.
If it’s going to go into long term memory, it first has to go into short term memory
Miller’s law
We tend to remember things that ___ to ___ because we are the center of our schemas. Egocentric - remember objects as they relate to us
apply to us
Sensation thresholds. ____ ____. The minimum stimulation need to detect a particular stimulus 50% of the time. This can vary with age
Absolute Thresholds
Sensation thresholds. ____ ____ ____. Understand why pp respond differently to the same stimuli and why the same pp’s reaction changes in different circumstances
detecting a stimulus is jointly determined by the
signal and the subject’s criterion (bias)
Signal Detection Theory
Sensation thresholds. ____ ____ ____. Minimum difference a person can detect between any
2 stimuli half the time
Weber’s law: ___ a function of proportions
Sales and package-pricing: 20% to be noticed
Just Noticeable Difference (JND):
Absolute Threshold. ___ ___ ice cream changed from 1 pt to 14.3 oz, weight difference just below the noticable difference (and charged the same)
Haagen Dazs
Absolute Threshold. ___ should be readable by people in 6 secs or less, shouldn’t have more than 6 words
Billboards
Sensory Threshold. ____: the process of becoming desensitized
to sensual stimuli.
Adaptation level theory suggest that if a stimulus doesn’t change we will habituation and notice it
less.
By being original and unexpected = surprises
consumer = keeps interest
Adaptation
___ of ___. Usage of color: warm colors increase consumer’s motivations/behaviors/excitement
but, can backfire. Superbowl commercials and violent TV and memory for commercials
Applications of Arousal
____ _____ influences. Consumers attend to
information consistent with their current knowledge and expertise.
Voluntary attention influences
____ _____ influences. ability to attend to information is rooted in the nature
of the stimulus.
Involuntary attention influences
___ and eye tracking. Frequency > size
Attention and eye tracking
Types of Exposure. _____ exposure. The highly selective nature of consumer exposure is a
major concern for marketers
Failure to gain exposure results in lost communication
and sales opportunities.
Selective Exposure
Types of Exposure. _____ exposure. Although consumers often avoid commercials and
other marketing stimuli, sometimes they actively seek
them out for various reasons
E.g. purchase goals, entertainment, and information.
Voluntary Exposure
Why is ____ ___? “If consumers didn’t have selective attention, they
would be so overloaded with information in the
marketplace that they wouldn’t be able to function
effectively.”
Why is attention selective?
DVR and ___ ____. Strategies to help in a DVR world:
Ad compression (shorter ads that play at normal speeds when you ff
Still-frame ads
Hybrid ads (ad that looks like the show you’re watching)
Interactive ads (go to this website!)
Dynamic ad placement (chose which ad you watch)
Product positioning (Sex and the City shoe worn by main character)
Make fun of the fact that ads are being skipped (You can’t skip this geico ad because its already over)
DVR and Selective Attention
