Chapter 3: Perceiving and Making Meaning

Question 1

Define sensation

Answer 1

Sensation refers to the biochemical signals that our census sends to our brain for processing.

(our sensory receptors are our eyes, ears, nose, mouth, fingers and skin)

Question 2

Define perception

Answer 2

It is the process by which people select, organise and interpret these sensations

Question 3

Define sensory marketing

Answer 3

When companies think carefully about the impact of sensations on their product experiences

Question 4

What are the sensory systems that marketers use

Answer 4

• Vision: illuminance (light perception), shape (perceived space), colour, location (positioning of product in relation to other objects within an area) & material (visual texture) etc.
• Scents: odor can also stir emotions and memory (baking cookies before showing a house, coffee)
• Sound: includes pitch and sound symbolism
• Touch: consumers who touch an item and consumers who participate in the creation of the product.
• Taste

Question 5

What is augmented reality

Answer 5

Media that superimpose one or more digital layers of data, images or video over a physical object (trying on a virtual lipstick)

Question 6

Define virtual reality

Answer 6

Provide a totally immersive experience that transports the user into an entirely separate 3D environment

Question 7

What are the three stages of perception

Answer 7

1. Exposure
2. Attention
3. Interpretation

Question 8

Explain stage 1: exposure

Answer 8

• Sensory threshold​ is the point at which it is strong enough to make a conscious impact in their awareness
• Psychophysics​ focuses on how people integrate
• Absolute threshold​ refers to the minimum amount of stimulation a person can detect on a given sensory channel (a big billboard on the highway is likely to be effective if motorists can see it.)
• Differential threshold​ refers to the ability of a sensory system to detect changes in or differences between two stimuli (just noticeable difference)

Question 9

Explain stage 2: attention

Answer 9

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

(eyeball economy​ - marketers fight for your attention​)

Question 10

Factors leading to adaptation (losing attention)

Answer 10

> Intensity​- less intense stimulus eg. soft sounds or dim colours habituate because they have less sensory impact

> Discrimination​- simple stimulus because they do not require attention to detail itself

> Exposure​- frequently encountered stimuli habituate as the rate of exposure increases

> Relevance- stimuli that are irrelevant or unimportant habituate because they fail to attract attention

Question 11

Explain stage 3: interpretation

Answer 11

The meaning we assign to a stimulus depends on the set of beliefs to which we assign it​

This, in turn, leads us to compare the stimulus to other similar ones we encountered in the past​