Chapter 2

Question 1

Sensation

Answer 1

o Immediate response of our sensory receptors (eyes, ears, nose, mouth, and skin) to a basic stimuli as light, colour, and sound

Question 2

perception

Answer 2

process by which sensation are selected, organized, and interpreted
o Study of perception focuses on what we add to or take away from raw sensations as we choose which to notice and assign meaning to them

Question 3

What do marketers focus on more

Answer 3

perception rather then sensation

Question 4

3 stages of perception process

Answer 4

sensory stimuli (sights sounds…)
sensory receptors (eyes nose..)

exposure -> attention->interpretation

Question 5

sensory stimuli

Answer 5

Sights
Sound
Smell
Taste
Textured

Question 6

explain emotions and applications of red, blue, yellow, green, orange, black, purple

Answer 6

red
- arousal and stimulated appetite
- energy seen in clearance

Blue
- relaxing
- trust and security, banking and insurance

Yellow
- optimistic and youthful
used to grab attention

Green
- wealth and serenity good for creating relaxing environments

Orange
- aggressive good for call to action

Black
- sleek good for luxury products

Purple
- soothing good for beauty or anti aging

Question 7

What is a trade dress

Answer 7

commercial look and feel that distinguishes a product

• ex Lindt brown and gold

Question 8

Age and colour

Answer 8

colour look duller and prefer white and other bright tones
* Lexus: makes most of its cars in white

Question 9

Should the same scents be used for male and females?

Answer 9

 NO
Vanillas for women and spicy for males doubled sales
 When scents were reversed sales fell below levels where scent was not used

Question 10

Cultural scent differences

Answer 10

ex is pine where some think it smells like the outdoors and others like a cleaning product

Question 11

Endowment effect

Answer 11

occurs when consumers ascribe more value to something simply because they own it

people who touched a product fro 30 seconds or less were more willing to pay for it

Question 12

T or F we are in a gradual evolution toward more taste?

Answer 12

F we are in a evolution toward no taste

Question 13

Absolute threshold and apply it

Answer 13

: refers to the minimum amount of stimulation that can be detected

decreasing the size of the product need to test to ensure the changes are not perceptible by the average consumer
o Ex: keep the price the same but make the bag of chips slightly smaller

Question 14

• JND (just noticeable difference)

Answer 14

: minimum change in a stimulus that can be detected
o Important as
 Reduction in product size, increase in price, or change in packaging are not of discernible to the public

Question 15

what discount is needed for a customer to notice

Answer 15

20%

Question 16

Subliminal perception

Answer 16

processing of information presented below the level of the consumers awareness

Question 17

does subliminal perception work?

Answer 17

no proof
ex: guy who scammed

Question 18

Attention

Answer 18

: extent to which the brain’s processing activity is devoted to a particular stimulus
- Consumers are often in state of sensory overload

Question 19

Guerrilla

Answer 19

o Using communications that are unexpected and unconventional
o Ex: In New York saw manhole covers with steam coming out trued into a

Question 20

solution to attention issues

Answer 20

Guerrilla

Perceptual selectivity
- o Pick so we are not overwhelmed using personal and stimulus factors

Question 21

Personal selection factors

Answer 21

• attention if given based on what is going on in life

Perceptual filters
o : aspects based on individuals past experiences, values, and culture that can influence what they decide to process
o Ex: watched Office will be more likely to watch a teaser for the show

Perceptual vigilance
o :more likely to be aware of stimulus that relate to their current needs
o Both conscious and unconscious
o Notice car ads when In market for car

Perceptual defence
o : people see what they want to see and do not see what they do not want to see
o If stimulus is threatening us we may not process it
o Ex: heavy vape user may block image out of bad lungs

Adaptation
o : degree to which consumers continue to notice a stimulus over time
o Consumer can become habituated and require stronger dose
o Ex: read a billboard when first installed but passing it will become scenery

Question 22

stimulus selection factors

Answer 22

attention given due to stimulus in ad

• need to contrast (differ from others) with

size
colour
novelty
positions

Question 23

Schema

Answer 23

organized collection of beliefs and feelings represented in a cognitive category
- Ex: when think Nike may think athletic

Question 24

Gestalt psychology

Answer 24

thought maintaining that people derive meaning from the totality of a set of stimuli rather then from any individual stimulus

Principle of closure
 Consumers tend to perceive an incomplete picture complete
 Fill in blanks based on experiences
 Ex: only hear part of a jingle
 Encourages participation increasing chance people will attend to this message

Principle of similarity
 :tells us that consumer tend to group together objects that share similar physical characteristics

Principle of figure- ground
 : one part of stimulus will dominate while other parts recede into the background

Question 25

perceptual positioning

Answer 25

combines symbolic and functional attributes

Question 26

interpretation of stimuli lead to brand positioning by

Answer 26

product attributed
- volvo and safety

Usage occasions
- OJ is not just for breakfast

Users
- J & J baby shampoo

Competitors
- 7-up is the un-cola brand