Ch. 5 Perception

Question 1

hedonic consumption

Answer 1

includes how consumers interact with the emotional aspects of products

Question 2

sensory systems (5)

Answer 2

1. vision
2. scent
3. sound
4. touch
5. taste

Question 3

vision (2)

Answer 3

• reactions to colour come from learned associations (black-mourning)
• other reactions are biological (women- bright colors)

Question 4

scent

Answer 4

consisten scents register as brans sensory signature, create mood and promote memories

Question 5

taste

Answer 5

cultural changes determine desirable tastes

Question 6

sound

Answer 6

1. audio watermarking
2. sound symbolism
3. phonemes

Question 7

touch

Answer 7

we are more sure about what we perceive if we can touch it, have a tendency to want to touch objects

Question 8

perception

Answer 8

1. selected
2. organized
3. interpreted
   ex. milk

Question 9

exposure

Answer 9

when a stimulus comes within range of someone’s sensory receptors
- concentrate, ignore, or miss it

Question 10

sensory threshold

Answer 10

the level of strength a stimulus must reach to be detected

Question 11

psychophysics

Answer 11

relationship between physical stimuli and the sensations and perceptions they affect

Question 12

absolute threshold

Answer 12

the minimum amount of stimulation a person can detect on a given sensory channel

Question 13

differential threshold

Answer 13

the ability of a sensory system to detect changes in or difference between two stimuli

Question 14

JND - Just Noticeable Difference

Answer 14

the minimum difference we can detect between two stimuli

Question 15

attention

Answer 15

the extent to which processing activity is devoted to a particular stimulus

Question 16

perceptual filters

Answer 16

perceptual vigilance and defence, what we notice and what we ignore

Question 17

perceptual vigilance

Answer 17

consumers are more likely to be aware of stimuli that relate to their needs

Question 18

perceptual defence

Answer 18

people see what they want to see and don’t see what they don’t want to see

Question 19

adaptation

Answer 19

the degree to which consumers continue to notice a stimulus over time, process occurs when consumers no longer pay attention to a stimulus because it is so familiar

Question 20

factors leading to adaptation (5)

Answer 20

1. intensity
2. discrimination
3. relevance
4. exposure
5. duration

Question 21

interpretation

Answer 21

refers to the meaning we assign to sensory stimuli, which is based on a set of beliefs (schema)

Question 22

gestalt

Answer 22

tries to understand the laws of our ability to acquire and maintain meaningful perceptions in an apparently chaotic world

Question 23

gestalt closure

Answer 23

people perceive an incomplete picture as complete

Question 24

gestalt similarity

Answer 24

consumers group together objects that share similar physical characteristics

Question 25

gestalt figure ground

Answer 25

one part of the stimulus will dominate while the other parts raced into the background

Question 26

subliminal advertising

Answer 26

is a signal or message designed to pass below the normal limits of perception

Question 27

embeds

Answer 27

figures that are inserted into magazine advertising by using high-speed photography or airbrushing

Question 28

subliminal auditory perception

Answer 28

sounds, music, or voice text inserted into advertising

Question 29

semiotics

Answer 29

to understand how marketers use symbols to create meaning