Chapter 2

Question 1

describe the perceptual process

Answer 1

perception is the process by which sensations are selected, organized, and interpreted. it involves sensation - the immediate response of our sensory receoptors (eyes, ears, mouth, nose, and skin) to basic stimuli

sensory inputs => perception

Question 2

what is the definition of sensory marketing

Answer 2

organizations pay extra attention to the impact of sensation on our product experiences

Question 3

what is the definition of augmented reality (AR)

Answer 3

media that superimpose one or more digital layers of data, images, or video into one’s current environment

Question 4

what is the definition of virtual reality (VR)

Answer 4

VR takes individuals out of their real world and into an artificial digital environment

Question 5

describe the implications of Weber’s law

Answer 5

the relationship between the intensity of a stimulus and the minimum amount of change required to detect a difference
- pricing strategies ($29.49 vs $29.99)
- quantity (485 sheets vs 495 sheets)
- quality (battery life hours)
- add-on purchases
- change in product design

Question 6

what is the definition of subliminal perception

Answer 6

SP occurs when a stimulus is below the level of a consumer’s awareness
- ex. “Hungry? Eat popcorn.”
now you are craving popcorn

Question 7

what is attention and how can you increase consumer attention?

Answer 7

attention is the extent to which processing activity is devoted to a particular stimulus.
1. guerilla marketing = using communications that are unexpected and unconventional in ways, to target consumers in unexpected places (ex. coffee cup ad on a manhole cover)
2. perceptual selectivity = filters with past experiences, vigilance with current needs, defence to see what you want and ignore what you don’t want to see, and adaption to notice a stimulus over time

Question 8

describe three principles of stimulus organization

Answer 8

1. closure = perceiving an incomplete picture as complete
2. similarity = grouping things with similar characteristics
3. figure ground = one part of the stimulus will dominate will other parts fall to the background

Question 9

describe the blue ocean strategy in relation to perceptual positioning

Answer 9

the repositioning strategy blue ocean, is to go to a new market where there are no existing similar brands or products but potential customers

there is no competition, but you risk entering a dead market

Question 10

describe the following strategy as it relates to positioning

Answer 10

the following strategy is to simply enter where there is a proven successful market

there are customers available but with competition