Chapter 2

Question 1

Market segmentation

Answer 1

Similarities and differences are the building blocks of segmenting consumers.

• based on demographics, and lifestyles/psychographics.

Question 2

Perceptual maps

Answer 2

Positioning a brand on a visual page based on two different criteria and how well they meet his criteria.

Question 3

Sensation

Answer 3

The immediate response of our sensory receptors to basic stimuli, such as light, color, sound, odors, and textures.

Question 4

Perception

Answer 4

The process by which sensations are selected, organized, and interpreted.

Question 5

The study of perception

Answer 5

Focuses on what we add to raw sensations to give them meaning

Question 6

The sensory thresholds

Answer 6

• psychophysics
• absolute threshold

Question 7

Psychophysics

Answer 7

Designs that focusses on how the physical environment is integrated into a personal subjective world.

Question 8

Absolute threshold

Answer 8

The minimum amount of stimulation that can be detected on a given sensory channel

Question 9

Size

Answer 9

• ensure that product improvements are noticeable when you increase quantity or reduce price.
• make sure it’s a substantial change and compare the old and new product or price.
• spell it out for consumers

Question 10

Selective exposure

Answer 10

Deliberately avoiding exposure to certain stimuli

Question 11

Selective perception

Answer 11

Personal selection factors such as perceptual vigilance, perceptual defence, and adaptation.

Question 12

Colour

Answer 12

Colour can influence our emotions directly.

Consider the use of colours and ads, product, packaging, and store design.

Question 13

Marketing applications for colour

Answer 13

• use the right colour in ad to get the desired reaction, but be aware of cultural differences, as well as as individual differences.
• in webpages design use saturated colours like green, yellow, orange and cyan.

Question 14

Shape and size

Answer 14

• the size of boxes, plates and glasses can make you consume more
• markers to adjust the size of plates and use measures for pouring drinks.

Question 15

Smell

Answer 15

• odors can start powerful emotions
• disperse, fragrances, and stores and offices
• however, be careful of the legal environment (scent-free cities)

Question 16

Hearing

Answer 16

• background, music create desired mood and influences behaviour
• markers to select the right piece of functional music in commercials, stores, restaurants, or coffee shops, waiting rooms, phone/music, and in offices.
• advertising jingles create brand awareness

Question 17

How to name a brand

Answer 17

• sound symbolism: front vowels give the impression of some soft, small light or fragile; while back vowels, give the impression of something hard, big, heavy, dark or strong; and continents, I believe to communicate efficiency through the Z. (Tiffany’s, Ford, Prozac)
• sound repetition: positive positive feelings, increased likelihood of choice/trial/purchase (Hubba Bubba)
• include an attribute/benefit in the product name (Energizer Batteries)
• username that describes/suggest the companies domain of activity (microsoft)

Question 18

Touch

Answer 18

• the texture of fabrics and other surfaces can indicate product quality to some consumers
• perceived richness or quality of the material in the clothing is linked to, whether rough or smooth.

Question 19

Taste

Answer 19

Taste can be influenced by ingredient knowledge, brand label, or being told something tastes not bitter when it is bitter.

Question 20

Stimulus organization

Answer 20

• principle of similarity (grouping)
• principle of closure (complete an image)
• figure ground principle (one part of the stimulus will dominate, and the rest will fade to the background).