CH 3 Perception

Question 1

**perceptual process stages

Answer 1

1. exposure to stimuli (sight sounds smell taste texture) 2. sensory receptors (eyes ears nose mouth skin),3. attention,4. interpretation

Question 2

**perceptual process definiton

Answer 2

physical stimuli such as sights, smell, touch are attended to, organized, and interpreted

Question 3

product

Answer 3

perceptual maps

Question 4

pricing

Answer 4

evluating price

Question 5

promo

Answer 5

ads

Question 6

**color

Answer 6

bright colors like yellow attract attention, has cultural significance, package color can influence taste perception

Question 7

blue

Answer 7

water, environment

Question 8

yellow

Answer 8

bright, happy

Question 9

black

Answer 9

mysterious, sleek, sexy

Question 10

white

Answer 10

laundry clean

Question 11

**smell

Answer 11

can stimulate or relax

Question 12

**sound

Answer 12

relax/stimulate, loudness attracts attention, ad jingles help subsequent brand recall

Question 13

**taste

Answer 13

blind tastes are not as accurate as you think

Question 14

**touch

Answer 14

influence judgement of quality

Question 15

**perception is affected by

Answer 15

actual stimulus, goals, what is known, what is expected, individual differences

Question 16

**portion control

Answer 16

bottomless bowls experiment- keep eating until bowl is empty, eat 2x as much ice cream when large spoon in large bowl

Question 17

*bottom-up

Answer 17

when brands are not known (taste- attention - interpretation)

Question 18

*top-down

Answer 18

when brands are known (brain taste attention reinterpretation)

Question 19

*perceptual map

Answer 19

how a consumer perceives brands

Question 20

*brand equity

Answer 20

value added to product by brand name i.e. apple

Question 21

perceptual process stage 1

Answer 21

exposure to stimulus - stimulus comes in range of perceptors

Question 22

*absolute threshold

Answer 22

minimum amount of stimulus needed to be perceived i.e. a dog whistle is above the human threshold

Question 23

*differential threshold

Answer 23

where a mimimil amount of difference can be shown

Question 24

*weber’s law

Answer 24

the stronger the initial stimulus, the greater the change must be for the change to be noticed

Question 25

*perceptual process stage 2

Answer 25

attention- processing activity is devoted to a particular stimulus, depends on stimulus and respondent “ad clutter”- so much going on you can’t focus

Question 26

*ways to capture attention

Answer 26

1. make process easy pleasant attractive visuals prominent stimuli 2. increase personal relevance 3.interpretation

Question 27

*interpretation schema

Answer 27

the way people assigning meaning to an object

Question 28

*schema

Answer 28

set of beliefs about a particular subject

Question 29

*Gestalt

Answer 29

people perceive stimuli in relation to surrounding context

Question 30

closure principal

Answer 30

complete patterns with missing elements

Question 31

similarity principal

Answer 31

basing characteristics on similarity

Question 32

figure-ground principal

Answer 32

eye is drawn to main figure

Question 33

*subliminal perception/priming

Answer 33

processed below conscious level of consumers mind