Chapter 3: From exposure to comprehension Flashcards
Selective Exposure
Consumers can control what marketing stimuli they view
Zipping
Fast-forwarding commercials on program recorded earlier
Zapping
switching channels during commercial breaks
Pre-attentive processing
nonconscious processing of stimuli in peripheral vision
Prominence
Intensity of stimuli that causes them to stand out relative to environment
Concreteness
extent to which stimulus is capable of being imagined
Habituation
stimulus loses attention-getting abilities by virtue of familiarity
PERCEPTION
Determining stimuli through 5 senses
Absolute threshold
minimal level of stimulus intensity needed to detect a stimulus
Different threshold/just noticeable difference
intensity difference between 2 stimuli to be seen as different
Weber’s law
The stronger the initial stimulus, the greater the additional intensity needed for second stimulus to be perceived as different
Subliminal perception
activation of sensory receptors below perceptual threshold
Perceptual organization
stimuli organized into meaningful units
Figure and ground
people interpret stimuli in context of a background
Closure
organizing perceptions to create meaning as a whole
Grouping
group stimuli to form unified picture or impression
Bias for the whole
perceive more value in whole rather than parts
Comprehension
extracting higher meaning from current knowledge
Source identification
identifying stimulus
Objective comprehension
extent to which consumers accurately understood message
Subjective Comprehension
what consumer understands from message
Perceptual Fluency
ease which info is processed
