Chapter 3 (lecture 2) Flashcards
What is perception?
A process of receiving, selecting and interpreting environmental stimuli involving the five senses.
What is phenomenal absolutism?
The erroneous assumption that everyone else perceives the world as we.
What are the steps in the perceptual process?
- Sensory exposure (sight, hearing, smell, taste and touch)
- Attention
- Comprehension
When does the first step in the perceptual process occurs? And what is the name of this first step?
- Sensory exposure. It occurs when a stimulus is detected by the physical tension. A sensation is the body’s first and immediate response to a stimulus.
What is the second step of the perceptual process?
- Attention. It is an important step to reach consumers, which means focusing on one or more environmental stimuli while potentially ignoring others.
What is the third step of the perceptual process?
- Comprehension. The ability to interpret and assign meaning to the new information by relating it to knowledge already stored in memory.
What is the absolute threshold?
The minimum level of stimuli needed for an individual to experience a sensation.
What is the just noticeable difference (j.n.d.) and what is a synonym for it?
Also called to differential threshold. It is the amount of incremental change required for a person to detect a difference between to similar stimuli (amount of weight gained)
What is Weber’s Law?
It states that the greater or stronger the initial stimulus was, the greater the amount of change required for it to be noticed.
What is adaption?
Adaption is the process of becoming desensitized to sensual stimuli. Over time, if a stimulus doesn’t change, we adapt or orient to it and notice it less. When ads become familiar, they do not attract attention.
What conditions can increase adaptation?
- High repetition: when ad advertisement is overexposed, it loses the ability to attract attention and interest
- Simplicity: simple stimuli tend to encourage adaptation because they do not require much cognitive capacity to process. A billboard with no words is easy to comprehend but may quickly become part of the scenery.
- Low intensity: soft sound, faint smells and dull colors all produce quick adaption because they require little input from human sensory systems.
What is subliminal perception?
It is the unconscious awareness of a stimulus. Subliminal means beneath the absolute threshold.
What are supraliminal messages?
It means they fall above the absolute threshold, but they are consciously repressed by the recipient. Consumers do not consciously engage these messages, they process them at a subconscious level.
What are the two pervasive physical influences on attention?
- Short-term memory - Millers rule (7+-2 units of information of time)
- Physical arousal - a state of physical wakefulness or alertness.
When do people voluntarily attend information?
When it is consistent with their current knowledge and expertise and to information relevant to their plans, intention and goals.
