Chapter 3- Perception

Question 1

learning

Answer 1

change in behavior resulting from the interaction between a person and stimulus

Question 2

perception

Answer 2

a consumer’s awareness and interpretation of reality; also serves as a foundation upon which consumer learning takes place

Question 3

exposure

Answer 3

process of bringing some stimulus within the proximity of a consumer so that it can be sensed by 1/5 senses

Question 4

sensation

Answer 4

describes a consumer’s immediate response to this information

Question 5

sensory marketing

Answer 5

actively seeking to engage consumers as the primary aspect of value proposition

Question 6

attention

Answer 6

purposeful allocation of information-processing capacity toward developing an understanding of some stimulus

Question 7

what are the 3 phases we can view in consumer perception

Answer 7

sensing, organizing, reacting

Question 8

grounded cognition

Answer 8

theory suggests that bodily sensations influence thoughts and meaning independent of effortful thinking

Question 9

cognitive organization

Answer 9

process by which the human brain assembles sensory evidence into something recognizable

Question 10

assimilation

Answer 10

occurs when a stimulus has characteristics that individuals hardly recognize as example of a specific category

Question 11

accommodation

Answer 11

state that results when a stimulus does not share enough in common w/ existing categories, and consumers must process exceptions to rules about the category

Question 12

contrast

Answer 12

state that results when a stimulus does not share enough in common w/ existing categories to allow categorization

Question 13

selective distortion

Answer 13

a process by which consumers misinterpret info in ways that are biased by their previously held beliefs

Question 14

subliminal processes

Answer 14

the way in which the human brain senses low-strength stimuli (stimuli that occur below the level of conscious awareness

Question 15

absolute threshold of perception

Answer 15

the minimum strength needed of perception, the minimum strength needed for a consumer to perceive a stimulus

Question 16

subliminal persuasion

Answer 16

a behavior change induced or brought about based on subliminally processing a message

Question 17

the JND concept (just noticeable difference)

Answer 17

the JMD represents the smallest amount of change in a stimulus that would influence customer consumption and choice

Question 18

explicit memory

Answer 18

memory for info that one is exposed to, attends to, and applies effort to remember

Question 19

implicit memory

Answer 19

represents shared into concerning stimuli one is exposed to but does not pay any attention to