CH02 Perception

Question 1

define sensation

Answer 1

sensation is the immediate response of sensory receptors (eyes, ears, nose, mouth, fingers) to such basic stimuli as light, colour, and sound

Question 2

define perception

Answer 2

perception is the process by which stimuli are selected, organized, and interpreted

Question 3

define sensory marketing

Answer 3

sensory marketing is a marketing strategy that focuses on the impact of sensations on our product experiences
1. sight
2. smell
3. hearing
4. touch
5. taste

Question 4

define exposure

Answer 4

exposure is an initial stage of perception where some sensations come within range of consumers’ sensory receptors

Question 5

define absolute threshold

Answer 5

absolute threshold is the minimum amount of stimulation that can be detected on a sensory channel

Question 6

define differential threshold

Answer 6

differential threshold is the ability of a sensory system to detect changes or differences among stimuli

Question 7

define “just noticeable difference” (JND)

Answer 7

“just noticeable difference” (JND) is the minimum change in a stimulus that can be detected by a perceiver

Question 8

define Weber’s law

Answer 8

Weber’s law is the principle that the stronger the initial stimulus, the greater its change must be for it to be noticed

Question 9

define subliminal perception

Answer 9

subliminal perception is the processing of information presented below the level of the consumer’s awareness

Question 10

define attention

Answer 10

attention is the extent to which the brain’s processing activity is derived to a particular stimulus

Question 11

define perceptual selectivity

Answer 11

perceptual selectivity is a process in which people attend to only a small portion of the stimuli to which they are exposed

Question 12

define adaption

Answer 12

adaption is the process that occurs when a sensation becomes so familiar that is it no longer the focus of attention (you become used to it)

Question 13

define contrast

Answer 13

contrast is when stimuli differ from other around them

it can be created in several ways:
- size
- colour
- novelty (smtg new, unfamiliar, or unexpected to catch our attention than what we are used to)
- position

Question 14

define interpretation

Answer 14

interpretation is the process whereby meaning are assigned to stimuli

Question 15

define schema

Answer 15

schema is an organized collection of beliefs and feelings represented in a cognitive category

Question 16

define Gestalt psychology

Answer 16

Gestalt psychology is a school of thought that maintains people derived meaning from the totality of a set of stimuli rather than from any individual stimuli

Question 17

define the principle of closure

Answer 17

principle of closure is the gestalt principle that consumers tend to perceive an incomplete picture as complete

Question 18

define the principle of similarity

Answer 18

principle of similarity is the gestalt principle that describes how consumers tend to group objects that share similar physical characteristics

Question 19

define the figure-ground principle

Answer 19

figure-ground principle is the gestalt principle whereby one part of the stimulus configuration dominates a situation while other aspects recede into the background

Question 20

define positioning strategy

Answer 20

positioning strategy is the place a brand name occupies in the consumer’s mind with regard to important attributes (such as functional features) and competitive offerings

Question 21

define a reposition

Answer 21

reposition if the process of creating a new positioning strategy for the brand