Chapter 2 Flashcards
Sensation
o Immediate response of our sensory receptors (eyes, ears, nose, mouth, and skin) to a basic stimuli as light, colour, and sound
perception
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
What do marketers focus on more
perception rather then sensation
3 stages of perception process
sensory stimuli (sights sounds…)
sensory receptors (eyes nose..)
exposure -> attention->interpretation
sensory stimuli
Sights
Sound
Smell
Taste
Textured
explain emotions and applications of red, blue, yellow, green, orange, black, purple
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
What is a trade dress
commercial look and feel that distinguishes a product
- ex Lindt brown and gold
Age and colour
colour look duller and prefer white and other bright tones
* Lexus: makes most of its cars in white
Should the same scents be used for male and females?
NO
Vanillas for women and spicy for males doubled sales
When scents were reversed sales fell below levels where scent was not used
Cultural scent differences
ex is pine where some think it smells like the outdoors and others like a cleaning product
Endowment effect
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
T or F we are in a gradual evolution toward more taste?
F we are in a evolution toward no taste
Absolute threshold and apply it
: 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
- JND (just noticeable difference)
: 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
what discount is needed for a customer to notice
20%
Subliminal perception
processing of information presented below the level of the consumers awareness
does subliminal perception work?
no proof
ex: guy who scammed
Attention
: extent to which the brain’s processing activity is devoted to a particular stimulus
- Consumers are often in state of sensory overload
Guerrilla
o Using communications that are unexpected and unconventional
o Ex: In New York saw manhole covers with steam coming out trued into a
solution to attention issues
Guerrilla
Perceptual selectivity
- o Pick so we are not overwhelmed using personal and stimulus factors
Personal selection factors
- 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
stimulus selection factors
attention given due to stimulus in ad
- need to contrast (differ from others) with
size
colour
novelty
positions
Schema
organized collection of beliefs and feelings represented in a cognitive category
- Ex: when think Nike may think athletic
Gestalt psychology
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
perceptual positioning
combines symbolic and functional attributes
interpretation of stimuli lead to brand positioning by
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
