Chapter 2 Flashcards
Define: Perception
Perception is the process by which sensations are selected, organized and interpreted
True or false, marketers do not influence our perception
Obviously False
Define: Sensation
the immediate response of our sensory receptors (those in our eyes, ears nose, mouth and skin) to such a basic stimuli as light, colour and sound.
Exposure –> Attention –> _________
Interpretation
________ create many associations in terms of decisions, memories and choices
Sensory Inputs
Colour provokes ______
emotion
Define: Trade dress
When colour combinations come to be associated so strongly with a corporation they become known as the company’s trade dress
______ stir emotion or create calm feelings
Scents
Sound affects _________: airline passengers move to their seats faster with an up-tempo playing
behaviour
List an example of how sound creates a mood and how do fast vs slow tempos of sounds affect behaviour?
The brick using a slow tempoed sound to create a relaxing mood.
Fast tempo = more stimulation
Slow tempo= more relaxing
Haptic senses =
Touch senses
_______ the most basic of senses, we learn this sense first
Touch
We are more sure about what we perceive when we can ______
Touch it
Define: Step 1, Exposure
The process by which the consumer comes into contact with the stimulus and has the potential to notice it.
Consumers have 2 options when the face a stimulus, they can …
Focus on the stimulus or ignore it
Define Psychographics
Science that focuses on how the physical environment is integrated with our personal, subjective world
Define ABSOLUTE THRESHOLD
The minimum amount of stimulation that can be detected on a sensory channel
Give an example of the absolute threshold?
The sound emitted by a dog whistle is too high to be detected by human ears, so this stimulus is beyond our auditory absolute threshold
Define Differential Threshold
the ability of a sensory system to detect changes in a stimulus or differences between two stimuli
Define: JND– Just Noticeable Difference
The minimum change in a stimulus that can be detected
Describe and give an example of Weber’s Law regarding negative changes.
Reductions are not readily discernible to the public – below your JND (just noticeable difference)
eg. Kimberley-Clarke, the manufacturer of Huggies, reduced the number of diapers in a package from 240 to 228 and continued pricing it at $31.99.
eg. PepsiCo reduced the weight of one snack food bag from 14.5 oz. to 13.5 oz. and maintained the price at $3.29
Describe and give an example of Weber’s Law regarding positive changes.
Product improvements are perceived by the public – above your JND
eg. Harvey’s, the Canadian hamburger chain, introduced its mega burger – made with a solid 6 oz. of ground beef. It is the biggest burger in Canada and the increase in quantity (from 4 to 6 oz) is probably well above the JND.
Define: subliminal perception
the perception of stimuli below the level of consumer consciousness, (Fun fact): has captivated the public for more than 50 years, despite the fact that there is virtually no proof that that is has any effect on consumer behaviour
Define Step 2: Attention
refers to the extent to which the brains processing activity is devoted to a particular stimulus.
To get our attention, marketers need to break through the ______
clutter
What are some ways that markets try to break through clutter?
Networks try to engage viewers during commercial breaks by wedging content into the blocks of advertising time
Online rich media makes surprise movements
Teaser ads pull you into a story line, so you will continue to watch
Perceptual selectivity means that people pay attention only to stimuli to which they are exposed
Define: Perceptual Selectivity
Perceptual selectivity is when people select items or objects based on what gets their attention. The items or objects are perceived to appeal to our senses.
What are the 4 categories of perceptual selectivity?
Perceptual filters
Perceptual vigilance
Perceptual defence
Adaptation
Perceptual filters
based on past experience
Perceptual vigilance
aware of stimuli that relate to their current needs
Perceptual defence
see what you want to see and ignore what they don’t want to see
Adaptation
the degree to which consumers continue to notice a stimulus over time,
This process occurs when a sensation becomes so familiar that it is no longer the focus of attention
What are the 5 factors that lead to adaptation?
Intensity Duration Discrimination Exposure Relevance
Define: Stimulus Selection
We are more likely to notice stimuli that differ from others around them Colour Size Position Novelty
Describe the position stimulus in relation with stimulus selection
Stimuli that are in places where we’re more likely to look stand a better chance at being noticed
Placing products at eye level in grocery stores results in more sales
Describe the Novelty Stimulus in relation with stimulus selection
Communications that use novel stimuli or appear in unexpected places tend to grab our attention
Ex. backs of shopping carts, washrooms etc
Define Step 3: interpretation
The process whereby meanings are assigned to stimuli
A great example of interpretation is two people can see or hear the same event but their interpretations of it can be different depending on what they had expected the stimulus to be
Define: Schema
Set of beliefs to which the stimulus is assigned
A ______ provides a cognitive framework that helps organize and interpret information that surrounds a particular stimulus, such as a brand for example
Schema
Define : Schema Stereotypes
Serve as expectations of what specific situations, people or events will be like, and they are important determinants of how such stimuli are subsequently perceived.
Gestalt
The whole is greater than the sum of its parts
Closure
People perceive an incomplete picture as complete
Similarity
Consumers group together objects that share similar characteristics
Figure Ground
One part of the stimulus will dominate the figure, while other parts recede into the background
Define: Positioning Strategy
the way the marketer wants the brand to be viewed in the eyes of the consumer
_____________ elements influence the consumer’s interpretation of brand’s meaning of brand’s meaning
Marketing Mix
Brand’s position as a function of:
Lifestyle, price leadership, attributes, product class, competitors, occasions, users, and quality
Give one example of repositioning
Volvo has been seen as a brand for an older demographic. They recently signed a young NBA player with a Chinese- American heritage. This will help create a more youthful brand image as well as appealing to the Chinese market.
