Chapter 3

Question 1

Stimuli

Def + types + sensory receptors

Answer 1

Any event that activates our senses
Only stimuli that produce attention can be efficiently processed
Sensory receptors: ears, eyes, nose, mouth, skin

Emotionally: key stimuli (movement & erotic)
Cognitive: visual surprise, thought conflict & contradictions
Physical: physical (shape, color…)

Question 2

Stimuli interpretation

Answer 2

Stimulus evoke schemes during priming process (exposure to one stimulus influences the response to another one)

Brain relates incoming sensations to imagery of other events already stored

Brand influences and change consumers behavior

Question 3

Gestalt Psychology

Answer 3

People derive meaning from totality of a set of stimuli rather than from any individual stimulus -> the whole is better than the sum of its parts

Symbols and interpretation: development of common language & culture

Advertising: culture/consumption dictionary
Entries: products Def: cultural meanings

Question 4

Sensory Thresholds

Answer 4

Absolute: min. amount of stimulation that can be detected on a sensory channel

Differential: ability of a sensory system to detect changes or differences between2 stimuli
(Weber’s Law: the stronger the 1st stmiuke, the greater the
additional intensity needed for the 2nd stimuli to be perceived as
different)

Question 5

Promotional Methods

Answer 5

Aim: increase sensory input (EPA)

-experimental marketing: chance to try products + get in touch
with brand

-products placements: integrate product into TV shows, movies…

-ambush marketing: marketing activities which confuse consumers
about the connection between real sponsor and the event