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Consumer Behaviour > Chapter 2: Perception > Flashcards

Chapter 2: Perception Flashcards

1
Q

Perception

A

process an individual selects organizes and interprets the information

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2
Q

stages that makeup perception

A

exposure
attention
interpretation

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3
Q

Overview of the perception process

A 
Sensory stim:
sight
sound
smell
tastes
textures
Sensory receptors
eyes
ears
nose
mouth
skin
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4
Q

perceptions of emotions

A
  • with who you empathize with? why?
  • what factors explain their moods & behaviours?
  • is this behaviour given the circumstances?`
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5
Q

Perceptual filters

A

Vigilance

Defense

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6
Q

Perceptual filter - Vigilance

A

consumers more likely to be aware of stimuli that relates to their needs

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7
Q

Perceptual filter - Defence

A

people see what they want to see and don’t see what they don’t want to see

i.e. smokers don’t look at cancer scared lungs

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8
Q

Factors that shape perceptions

A

Stimulus characteristics
Context
Customer Characteristics

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9
Q

Factors that shape perceptions - Stimulus characteristics

A

perception is multi-sensory

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10
Q

Factors that shape perceptions - Context

A

Judgements are often based off / influenced by setting, situation & surrounding circumstances

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11
Q

Factors that shape perceptions - Customer Characteristics

A
  • Shaped by personal knowledge & experiences

* don’t see things as they are, we see them as we are

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12
Q

Golden triangle

A

Space on screen where we are virtually guaranteed to view listings

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13
Q

Figure-ground principle

A

on part of nice words and others go to the background

I.e. taking a photograph focused on one item and the background is bulrry

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14
Q

Principle of similiarty

A

consumers tend to put objects together that share physical characteristics that a particular item sets for an integrated whole

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15
Q

Interpretation

A
  • meaning people assign to sensory stimuli
    i. e. 2 kids get McDonald’s fries and 1 kid eats them out of the bag and the other eats them out of a plastic container and they don’t taste as good
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16
Q

Stimulus selection factors

A

Size
Colour
Position
Novelty

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17
Q

Stimulus selection factors - Size

A

size of stimuli that differ from others around them are more likely to be noticed

webbers law

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18
Q

Stimulus selection factors - Colour

A

Powerful way to draw attention to a product or give it an identity

  • trade dress*
    i. e. DeWalt tools yellow & black
19
Q

Stimulus selection factors - Positon

A

Stimuli that are in the places we’re most likely to look

golden triangle

20
Q

Stimulus selection factors - Novelty

A

Communication that use novel stimuli or appear in unexpected place tend to grab attention

i.e. back of shopping cart, on consumers, public washrooms

21
Q

Positioning strategy

A
  • the way markets want the brand to be viewed in the eyes of the consumer
    i. e. most automobile companies want to be known for safety & Sabaru want to be known as a pet friendly car and they are “dog tested”
22
Q

Positioning dimensions

A
  • price leaderships
  • users
  • attributes
  • designs
  • product class
  • occasions
23
Q

Reposition

A

Updates the brand image

i.e. Estée Lauder started to be seen as an older lady company so they hired Kendall Jenner to be the face of the brand

24
Q

Sensation

A

immediate response of our sensory receptors (5 senses) to basic stimuli such as light, colour & sounds

25
Q

Sensory marketing

A

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

26
Q

Sound symbolism

A

the way a word sounds influences our assumptions about what it describes about it’s attributes such as sound

27
Q

Endowment effect

A

When consumer thouch an item for 30 seconds or less and feel a greater level of attachment and are willing to pay more for it

28
Q

Exposure

A

when stimulus comes within the range of the individuals sensory receptors so they have the potential to notice

29
Q

Psychophysics

A

Science that focuses on how the physical world is integrated in to our personal subjective world

30
Q

Absolute threshold

A

Minimum amount of stimulation that can be dected on a sensory channel

31
Q

Differential threshold

A

Ability of a sensory system to dectect changes in a stimulus or differences between two stimuli

32
Q

Perceptual activity

A

People only pay attention to a small portion of the stimuli which they are exposed to

33
Q

Adaption

A

Degree to which consumers continue to notice stimulus over time

34
Q

Adaption factors

A
  • intensity
  • duration
  • discrimination
  • exposure
  • relevance
35
Q

Adaption factors - Intensity

A

Consumers become habituated to less-intense stimuli - they have less of a sensory impact

36
Q

Adaption factors - Duration

A

Stimuli that require realively long exposure to be processed then to be habituated because they require a longer attention span

37
Q

Adaption factors - Discrimination

A

Simple stimuli tend to be habituated because they do not require attention to detail

38
Q

Adaption factors - Exposure

A

People tend to habituate to frequently encountered stimuli as the rate of exposure increases

39
Q

Adaption factors - Relevance

A

People tend to habitutate stimuli that are irrelevant or unimportant because they feel fail to attract attention

40
Q

Sensory overload

A

they are exposed to far more infromation than they’re able or willing to process

i.e. bombardments with commercials, writing a test with someone talking, TV and music all playing in the background

41
Q

Multitask

A

Ability to process information from more than one medium at a time

i.e. TV and phone

42
Q

Guerrilla marketing

A
  • marketers use it to get noticed
  • involved using communication in unexpected & unconvential ways to target customers in unexpected places

i.e. stunts, viral videos, stencil graffiti

43
Q

Gestalt psychology

A

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

44
Q

Principle of closure

A

Implies that consumers tend to perceive an incomplete picture as complete

i.e. fill in the blanks

Consumer Behaviour (6 decks)

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