Chapter 3

Question 1

sensation

Answer 1

immediate response of our sensory receptors to basic stimuli such as light, color, sound, odor, and texture

Question 2

perception

Answer 2

process by which people select, organize, and interpret these sensations

Question 3

hedonic consumption

Answer 3

multisensory, fantasy, and emotional aspects of consumers’ interactions w products

Question 4

context effects

Answer 4

subtly influence how we think about products we encounter

Question 5

sensory marketing

Answer 5

companies think carefully about the impact of sensations on our product experiences

Question 6

trade dress

Answer 6

color combinations come to be so strongly associated w a corporation

Question 7

sound symbolism

Answer 7

the process by which the way a word sounds influences our assumptions about what it describes and attributes

Question 8

endowment effect

Answer 8

people value things more highly if they own them

Question 9

haptic

Answer 9

touch sense

Question 10

Kansei engineering

Answer 10

philosophy that translates customers’ feelings into design elements

Question 11

sensory threshold

Answer 11

point at which a stimuli is strong enough to make a conscious impact in his or her awareness

Question 12

psychophysics

Answer 12

focuses on how people integrate the physical environment into their personal, subjective orlds

Question 13

absolute threshold

Answer 13

minimum amount of stimulation a person can detect on a given sensory channel

Question 14

differential threshold

Answer 14

ability of a sensory system to detect changes in or differences between two stimuli

Question 15

just noticeable

Answer 15

minimum difference we can detect between two stimuli

Question 16

Weber’s Law

Answer 16

the stronger the initial stimulus, the greater a change must be for us to notice it

Question 17

subliminal perception

Answer 17

stimulus below the level of the consumer’s awareness

Question 18

embeds

Answer 18

tiny figures they insert into magazine advertising via high-speed photography or airbrushing

Question 19

attention

Answer 19

refers to the extent to which processing activity is devoted to a particular stimulus

Question 20

sensory overload

Answer 20

exposed to far more information than we can process

Question 21

media snacker

Answer 21

consumers in their 20s switch media venues about 27 times per nonworking hour

Question 22

eyeball economy

Answer 22

fight for attention

Question 23

multitasking

Answer 23

process info from more than one medium at a time as they alternate among their cell phones, TVs, and laptops

Question 24

perceptual vigilance

Answer 24

more likely to be aware of stimuli that relate to our current needs

Question 25

perceptual defense

Answer 25

tend to see what we want to see

Question 26

adaptation

Answer 26

degree to which consumers continue to notice a stimulus over time

Question 27

golden triangle

Answer 27

space on the screen where we are virtually guaranteed to view listings

Question 28

interpretation

Answer 28

meanings we assign to sensory stimuli

Question 29

schema

Answer 29

set of beliefs to which we assign stimulus

Question 30

closure principle

Answer 30

people tend to perceive an incomplete picture was complete

Question 31

similarity principle

Answer 31

consumers tend to group together objects that share similar physical characteristics

Question 32

figure-group principle

Answer 32

one part of a stimulus will dominate and other parts will recede into the background

Question 33

semiotics

Answer 33

correspondence between signs and symbols and their roles in how we assign meanings

Question 34

object

Answer 34

product that is the focus of message

Question 35

sign

Answer 35

sensory image that represents the intended meanings of the object

Question 36

interpredant

Answer 36

meaning we derive from the sign

Question 37

icon

Answer 37

sign that resembles the product in some way

Question 38

index

Answer 38

sign that connects to a product because they share some property

Question 39

symbol

Answer 39

sign that relates to a product by either conventional or agreed-on associations

Question 40

hyperreality

Answer 40

process of making real what is initially simulation or “hype”

Question 41

positioning strategy

Answer 41

fundamental component of a company’s marketing efforts as it uses elements of the marketing mix