Chapter 2 Perception Flashcards
Define Absolute Thresh Hold in perception
The minimum amount of stimulation that can be detected on a sensory channel.
Define Adaptation in Perception
After we have experienced a sensation, this happens. An example is entering a dark theatre, you can’t see anything. With time your eyes begin to be able to see again
Define Weber’s law in perception
The principle that the stronger the initial stimulus, the greater its change must be for it to be noticed. It’s not an additive function; it’s a ratio.
Define Subliminal in Perception
An effect that occurs below the level of consciousness.
Differential Threshold in perception
! The ability of a sensory system to detect changes or differences among stimuli.
Define Exposure in perception
An initial stage of perception where some sensations come within range of sensory receptors.
The initial stage of perception where some sensations come within range of sensory receptors is called
Exposure
A school of thought that maintains people derive meaning from a totality of a set of stimuli, rather than any individual stimulus, is
Gestalt Psycology
The minimum amount of stimulation that people can detect on a sensory channel is:
The Absolute threshold
The meaning which consumers derive from a specific symbol used in an advertising message is referred to as the:
Interpret
Martin Lindstrom, author of Brand Sense: Build powerful brands through touch, taste, smell, sight, and sound, says
“_________________ has surprising powers; our research shows , we’re not only able to change consumers’ impression of a brand, we can also change consumers’ perception of time, size and quality.”
Which sense was he talking about
The sense of smell
True or false,?
80% of what we assimilate from our senses is visual
True
in our memories, we tend to put objects with similar characteristics into the same category. How we group things determines how we evaluate them. This is called a/an
Schema
daily we are bombarded with colors, sounds, and odors. The immediate response of our receptors to such basic stimuli is called:
Perception
True of False? Anne is reading a newspaper at 5 PM. Although she would not normally notice an ad about a fast food restaurant, she pays attention because she is hungry. This tendency to be more aware of stimuli which relate to current or immediate needs is known as perceptual vigilance.
True
The process by which stimuli are selected, organized and interpreted. How we understand and perceive things. This process is called
Adaptation
Consumers pay attention to only a small portion of the advertising stimuli to which they are exposed. This tendency is known as
Perceptual Selectivity
True or False If you can see it or hear it, it is not subliminal.
True.
True or False? The absolute threshold refers to the minimum amount of stimulation which can be detected on a sensory channel
True
