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Marketing BMK214 > Chapter 2 > Flashcards

Chapter 2 Flashcards

1
Q

Senstation =

A

sensory stimuli + sensory receptors

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2
Q

Sensory stimuli

A
  • sights
  • sounds
  • smells
  • taste
  • textures
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3
Q

sensory receptors

A
  • eye
  • ears
  • nose
  • mouth
  • skin
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4
Q

exposure

A

degree to which stimulus is noticed

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5
Q

Attention

A

the degree to which consumers focus on the stimulus

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6
Q

Interpretation

A

deciding what things mean

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7
Q

design economy

A

Form is function; Design is substance.

ex: dominos pizza boxes are shaped as dominos

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8
Q

sensory marketing consist of (5)

A

sound, smell, sight, taste, touch

ex: free samples, when you go to grocery store and you smell bread

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9
Q

result of activating all sensations

A

causes them to feel overwhelmed

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10
Q

Vision

A
  • Color provokes emotion

- Reaction to color is both biological and cultural

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11
Q

Branded color

A
  • Are a key component to a brands visual identity

o Ex: bishop = brown , coco-cola = red. Tiffany = blue

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12
Q

Smell

A
  • Scent stir emotion or create calm feeling
  • Scent marketing: from cars to fragance
  • All of our other senses, you think before you respond but with scent your brain responds and then thinks
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13
Q

Hearing

A
  • Sound affects behaviour

- Sound is a brand identity = motorcycle

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14
Q

Touch (Haptic)

A
  • Affects the product experience and perceived product quality
  • Touch is an important factor in sales interaction
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15
Q

Taste

A
  • Flavour houses develop new concoctions for consumer palates
  • Cultural changes determine desirable taste
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16
Q

Taste & sensation transference

A
  • Food and color test
    o The more yellow = the more sour
    o People thought the more yellow the sweeter
  • Color corresponds to its taste
    o When the color does not correspond people have a hard time to identify the taste
  • Heuristic judgement
    o Wine we think is better because its more expensive
17
Q

absolute threshold

A

the minimum amount of stimulation that can be detected on a sensory channel
ex:
vision a candle flame 30 miles away

18
Q

Differential threshold

A

ability of a sensory system to detect changes or differences between 2 stimuli
- Minimum difference between two stimuli is the JND – just noticeable difference

19
Q

marketers want consumers to notice the change when

A

o Design

Needs to be small changes

20
Q

When do marketers not want consumers to notice the change

A

o Reduce size of product

o Increase price by couple cents

21
Q

Subliminal perception

A

occurs when a stimulus is below the level of a consumer awareness
- ex: fedex and its arrow

22
Q

Sensory overload

A

too much to process

23
Q

Younger consumers can multi-task: process multiple media

A

when two types of media are being used simultaneously

24
Q

perceptual selectivity

A

People attend to only a small portion of the stimuli to which they are exposed

25
Q

Personal selection factors (4)

A
  1. perceptual filters - based on past experiences
  2. perceptual vigilance - aware of stimuli that relate to their current needs
  3. perceptual defence =- see what you want to see and ignore what they don’t want to see
  4. Adaptation - the degree to which consumers continue to notice a stimulus over time
26
Q

Factors that lead to adaptation (5)

A
  • intensity : less-intense stimuli habituate
  • duration : a long attention span
  • discrimination : simple stimuli
  • exposure: frequently encountered stimuli
  • relevance : irrelevant or unimportant stimuli
27
Q
  • Consumers assigns meaning to stimuli based on
A

the schema, or set of beliefs, to which the stimulus is assigned
ex: salad = healthy

28
Q

Stimulus organization

A
  • People do not perceive a single stimulus in isolation; they tend to view it in terms of relationships with other events, sensations or images
    ex: coors water
29
Q

Gesltalt psychology

A

people derive meaning from the totality of a set of stimuli rather than from any individual stimulus

30
Q

Gestalt principle of closure

A

Consumer tend to perceive an incomplete picture as complete

ex: tesla logo

31
Q

Gestalt principle of similarity:

A

Consumers tend to group together objects that share similar physical characteristics
ex: the panda symbol and the word panda

32
Q

Gestalt figure-ground principle

A

One part of a stimulus will dominate (the figure) while other parts recede into the background
ex: the lamp

Marketing BMK214 (11 decks)

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