CH02 Perception Flashcards
define sensation
sensation is the immediate response of sensory receptors (eyes, ears, nose, mouth, fingers) to such basic stimuli as light, colour, and sound
define perception
perception is the process by which stimuli are selected, organized, and interpreted
define sensory marketing
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
define exposure
exposure is an initial stage of perception where some sensations come within range of consumers’ sensory receptors
define absolute threshold
absolute threshold is the minimum amount of stimulation that can be detected on a sensory channel
define differential threshold
differential threshold is the ability of a sensory system to detect changes or differences among stimuli
define “just noticeable difference” (JND)
“just noticeable difference” (JND) is the minimum change in a stimulus that can be detected by a perceiver
define Weber’s law
Weber’s law is the principle that the stronger the initial stimulus, the greater its change must be for it to be noticed
define subliminal perception
subliminal perception is the processing of information presented below the level of the consumer’s awareness
define attention
attention is the extent to which the brain’s processing activity is derived to a particular stimulus
define perceptual selectivity
perceptual selectivity is a process in which people attend to only a small portion of the stimuli to which they are exposed
define adaption
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)
define contrast
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
define interpretation
interpretation is the process whereby meaning are assigned to stimuli
define schema
schema is an organized collection of beliefs and feelings represented in a cognitive category
define Gestalt psychology
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
define the principle of closure
principle of closure is the gestalt principle that consumers tend to perceive an incomplete picture as complete
define the principle of similarity
principle of similarity is the gestalt principle that describes how consumers tend to group objects that share similar physical characteristics
define the figure-ground principle
figure-ground principle is the gestalt principle whereby one part of the stimulus configuration dominates a situation while other aspects recede into the background
define positioning strategy
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
define a reposition
reposition if the process of creating a new positioning strategy for the brand