5 - Lecture Unit Flashcards
What is perception?
The process by which physical sensations are selected, organized, and interpreted.
What are the five senses involved in perception?
Touch, smell, vision, sound, taste.
What are the stages in the information processing model?
Exposure, attention, interpretation, memory.
What is exposure?
Occurs when a stimulus comes within range of a person’s sensory receptors.
What is selective exposure?
Consumers’ tendency to avoid certain marketing stimuli.
What is ad avoidance?
Selective exposure in advertising; includes zipping, zapping, and muting.
What is voluntary exposure?
When consumers actively seek out marketing stimuli.
What is permission-based marketing?
Consumers voluntarily agree to receive email‑based promotions from firms.
What is attention?
When a stimulus activates sensory receptors and is processed by the brain.
What are the three attention factors?
Stimulus factors, individual factors, situational factors.
List three stimulus factors affecting attention.
Size, color, movement.
What is the impact of color on attention?
Bright colors attract attention in packaging and ads.
What is position in attention?
Placement of objects affects visibility and attention.
What is contrast in attention?
Stimuli that differ from surroundings attract more attention.
What is the adaptation level theory?
Stimuli that don’t change are noticed less over time.
What are individual factors in attention?
Motivation and ability to process information.
What are situational factors in attention?
Clutter and program involvement.
What is hemispheric lateralization?
Right brain handles images; left brain handles logic.
What is subliminal stimuli?
Stimuli presented so subtly they are not consciously perceived.
What is interpretation?
The assignment of meaning to sensations.
What are the three aspects of interpretation?
Cognitive, affective, perceptual relativity.
What are the three interpretation characteristics?
Individual, situational, stimulus.
What are individual traits in interpretation?
Physiological and psychological traits.
What is the role of learning in interpretation?
Learned meanings influence how we interpret stimuli.
