CHAPTER 3 - W5 CONSUMER PERCEPTION Flashcards by Trisha mae Villavilla

is the process by which people select, organize, and interpret sensations i.e., the immediate response of sensory receptors such as eyes, ears, nose, mouth, and fingers) to such basic stimuli as light, colour, Oduor, texture, and sound. anything that activities a receptor is called a stimulus ex, the person sees that number is 6 and the other person says it’s number 9 but in fact, they’re both correct.

perception

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the immediate response of sensory receptors such as eyes, ears, nose, mouth, and fingers to such basic stimuli as light, colour, Oduor, texture and sound anything that activities a receptor is called a _____________

stimulus

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3 process of perception

EXPOSURE
ATTENTION
INTERPRETATION

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occurs when a stimulus comes
within the range of someone’s
sensory receptors sight, smell, or touch.

EXPOSURE

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REFERS TO THE EXTENT TO WHICH PROCESSING ACTIVITY IS DEVOTED TO A PARTICULAR STIMULUS.

ATTENTION

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refers to the meaning that we assign to sensory stimuli.

INTERPRETATION

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____________________________

examples: KitKat chocolate
(much bigger)

               KitKat break chocolate 
               (less big)

It is the difference between two stimuli, and it is based on the relative intensity of the first stimulus. The minimum level of stimulation that a person can detect is 50% of the time.

application of perception

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(PERCEPTUAL ORGANIZATION)
enumerate (5)

GESTALT PSYCHOLOGY
GESTALT PERSPECTIVE
CLOSURE PRINCIPLE
PRINCIPLE OF SIMILARITY
FIGURE-GROUND PRINCIPLE

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what kind of organization?

Our brains tend to relate incoming sensations to others already in memory.
Refers to the way information is received by our senses and interpreted to make it meaningful

PERCEPTUAL ORGANIZATION

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_________________
A school of thought that maintains that people interpret meaning from the totality of a set of stimuli rather than from any individual stimulus.

GESTALT PSYCHOLOGY

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_____________________
Provides several principles relating to the way our brains organize stimuli

GESTALT PERSPECTIVE

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_____________________
People tend to perceive an incomplete picture as complete.

CLOSURE PRINCIPLE

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_______________________
Consumers tend to group together objects that share similar and physical characteristics

PRINCIPLE OF SIMILARITY

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_________________________
One part of a stimulus will dominate the figure, and other parts recede into the background (the ground)

FIGURE-GROUND PRINCIPLE

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2 types of sensory system

sensory system
sensation

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is responsible for detecting and processing sensory information
from the environment and converting it into electrical signals that can be
interpreted by the brain.

Sensory System

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a physical feeling or perception resulting from something that
happens to or comes into contact with the body.

Sensation

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identify 5 SENSORY SYSTEM

sight
hearing
touch
taste
smell

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_______ - communicate meanings on the
visual channel through a product’s color,
size, and styling.

Sight

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________- linked to emotions and
feelings and the sense impacts
brand experiences and
interpretations.

Hearing

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______ - sensations that reach the
skin.

Touch

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_______ - our taste receptors obviously
contribute to our experience of many
products.

Taste

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_______ - smell, good or bad (i.e. aroma or
odor), can stir up emotions or create a
calming effect.

Smell

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People can form different
perceptions of the same stimulus
due to three perceptual
processes notably selective
attention, selective distortion, and
selective retention.

PERCEPTUAL DISTORTION

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3 Stages of Perception Process

1. Selective Attention 2. Selective Distortion 3. Selective Retention

___________________ - the tendency of people to screen out most of the information to which they are exposed.

Selective Attention

_______________ - the lack of correspondence between the way a stimulus is commonly perceived and the way an individual perceives under the given conditions or circumstances.

Selective Distortion

_______________- consumers are likely to remember good points made about competing brands.

Selective Retention

The __________ was first identified in 1920 by American psychologist, Edward Thorndike. The concept describes how an overall impression shapes specific judgments.

halo effect

_____________ - a type of cognitive bias in which our overall impression of a person influences how we feel and think about their character.

Halo effect

CONCEPTS UNDERLYING PERCEPTION enumerate (3)

1. SENSORY THRESHOLD 2. WEBER'SLAW 3. SUBLIMINAL PERCEPTION

___________________ - The lowest intensity of a stimulus that can be registered on a sensory channel (whether sight or sound).

SENSORY THRESHOLD

____________________ the minimum amount of stimulation that can be detected on a given sensory channel.

ABSOLUTE THRESHOLD

______________________ the ability of a sensory system to detect changes or differences between two stimuli.

DIFFERENTIAL THRESHOLD

______________, a nineteenth-century psychophysicist found that the amount of change required for the perceiver to notice a change is systematically related to the intensity of the original stimulus.

Ernst Weber

Ernst Weber, a nineteenth-century ________________ found that the amount of change required for the perceiver to notice a change is systematically related to the intensity of the original stimulus.

psychophysicist

Ernst Weber, a nineteenth-century psychophysicist found that the amount of change required for the perceiver to notice a change is systematically related to the ____________________________________.

intensity of the original stimulus

Consumers practice a form of “__________________,” picking and choosing among stimuli to avoid being overwhelmed.

psychic economy

Ernst Weber, a nineteenth century psychophysicist, found that the amount of change required for the perceiver to notice a change is systematically related to the intensity of the original stimulus. Consumers practice a form of “psychic economy,” picking and choosing among stimuli to avoid being overwhelmed. concepts underlying perception under what?

weber's law

________________ refers to the ability to perceive a stimulus that is below the level of conscious awareness. The concept holds that a brief exposure of a message would cause people to experience a sudden mysterious desire to act.

SUBLIMINAL PERCEPTIONS

8 - FACTORS INFLUENCING PERCEPTION

1. DURATION 2. RELEVANCE 3. INTENSITY 4. EXPOSURE 5. DISCRIMINATION 6. NOVELTY 7. POSITION 8. COLOR

Stimuli that require relatively lengthy exposure in order to be processed habituate.

DURATION

Stimuli that are irrelevant or unimportant tend to habituate because they fail to attract attention.

RELEVANCE

Less-intense stimuli (e.g., soft sounds or dim colors) habituate because they have less sensory impact.

INTENSITY

Frequently encountered stimuli habituate as the rate of exposure increases.

EXPOSURE

Simple stimuli habituate because they do not require attention to detail.

DISCRIMINATION

Stimuli that appear in unexpected ways or places tend to grab our attention.

NOVELTY

We stand a better chance of noticing stimuli that are in places we are more likely to look.

POSITION

It is a powerful way to draw attention to a product or to give it a distinct identity.

COLOR

CONSUMER IMAGE AND MARKETING PERCEPTION enumerate (3)

1. semiotics 2. perceptual mapping and product positioning 3. brand

identify the 3 semioticss

1. icon 2. index 3. symbol

The study of the correspondence between signs and symbols and their roles in how we assign meanings.

* SEMIOTICS

A sign that resembles the product in some way.

ICON

A sign that is connected to a product because they share some property.

INDEX

A sign that relates to a product by either conventional or agreed-on associations.

SYMBOL

Our perception of a brand comprises both its functional attributes (e.g., its features, price, etc.) and its symbolic attributes (its image and what we think it says about us when we use it).

PERCEPTUAL MAP

Coca-Cola is a brand known for a product best used at the time of happiness, joy, and good experience

brand identity

McDonald's has an image of an inexpensive brand that serves the food very quickly.

brand image

The impression of a product held by real or potential consumers. It refers to how audiences perceive your brand and how customers feel about their experience with you.

BRAND

BRAND IDENTITY VS. BRAND IMAGE -language tone -aesthetic style -logo -tagline

BRAND IDENTITY

BRAND IDENTITY VS. BRAND IMAGE -emotion -reputation -impression -belief

BRAND IMAGE

perception of risk (3)

perception of risk functional risk psychosocial risk

_______________________ Many marketers view their products or services as bundles of attributes, consumers tend to think about them in terms of consequences.

PERCEPTION OF RISK

___________________ Concrete outcomes of product/service usage that are tangible and directly experienced by consumers.

FUNCTIONAL RISKS

________________________ Abstract outcomes that are of an intangible nature and therefore more subjective.

PSYCHOSOCIAL RISK

FIVE BASIC KINDS OF RISK:

1. MONETARY OR FINANCIAL RISK 2. FUNCTIONAL RISK 3. SOCIAL RISK - 4. PSYCHOLOGICAL RISK 5. PHYSICAL RISK

_____________________ This is mostly related to money and property.

MONETARY OR FINANCIAL RISK

*_______________- Relates to alternative means of performing the function or meeting the need. Practical consumers are the most sensitive.

FUNCTIONAL RISK

______________ - It is closely linked to self-esteem and confidence. Those who are insecure and uncertain are most sensitive.

SOCIAL RISK

________________ - It is similar to social risk, but consists of affiliations and status. Those lacking respect or attractiveness to peers are most sensitive.

PSYCHOLOGICAL RISK

* ________________ - This is concerned with the aspect of physical vigour, health, and vitality.

PHYSICAL RISK

RISK REDUCTION STRATEGIES ADOPTED BY _____________

CONSUMERS

Seeking information, continuing with the same brand, going by brand image, storing image, buying most expensive product. Seeking reassurance.

RISK REDUCTION STRATEGIES ADOPTED BY CONSUMERS

______ may be perceived in any or all parts of the initial choice alternatives whether choice of product, brand, store, or distribution channel (including conventional, bricks-and-mortar shopping, home or online shopping). The perceived risk level is a product of the degree of uncertainty and the extent of the consequences that would result from a “wrong decision” . In considering risk reduction, word of mouth (WOM) communication plays an important role in reducing consumer risk perceptions of product performance to a greater extent than any other information sources in e-commerce

Risk

RISK REDUCTION STRATEGIES ADOPTED BY CONSUMERS Risk may be perceived in any or all parts of the initial choice alternatives whether choice of _______, _________, ________, or _________________ (including conventional, bricks-and-mortar shopping, home or online shopping). The perceived risk level is a product of the degree of uncertainty and the extent of the consequences that would result from a “wrong decision” . In considering risk reduction, word of mouth (WOM) communication plays an important role in reducing consumer risk perceptions of product performance to a greater extent than any other information sources in e-commerce

product, brand, store, or distribution channel

The stimuli we perceive are often ambiguous perhaps due to our interpretational biases. It is up to us to determine the meaning based on our past experiences, expectations, and needs.

MAKING SENSE OF OUR SENSES