Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

MKTG 50 > CHAPTER 3 - W5 CONSUMER PERCEPTION > Flashcards

CHAPTER 3 - W5 CONSUMER PERCEPTION Flashcards

1
Q

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.

A

perception

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

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 _____________

A

stimulus

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

3 process of perception

A
  1. EXPOSURE
  2. ATTENTION
  3. INTERPRETATION
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q
  • occurs when a stimulus comes
    within the range of someone’s
    sensory receptors sight, smell, or touch.
A

EXPOSURE

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q
  • REFERS TO THE EXTENT TO WHICH PROCESSING ACTIVITY IS DEVOTED TO A PARTICULAR STIMULUS.
A

ATTENTION

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q
  • refers to the meaning that we assign to sensory stimuli.
A

INTERPRETATION

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

____________________________

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.

A

application of perception

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

(PERCEPTUAL ORGANIZATION)
enumerate (5)

A
  1. GESTALT PSYCHOLOGY
  2. GESTALT PERSPECTIVE
  3. CLOSURE PRINCIPLE
  4. PRINCIPLE OF SIMILARITY
  5. FIGURE-GROUND PRINCIPLE
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

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

A

PERCEPTUAL ORGANIZATION

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

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

A

GESTALT PSYCHOLOGY

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

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

A

GESTALT PERSPECTIVE

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

_____________________
People tend to perceive an incomplete picture as complete.

A

CLOSURE PRINCIPLE

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

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

A

PRINCIPLE OF SIMILARITY

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

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

A

FIGURE-GROUND PRINCIPLE

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

2 types of sensory system

A
  1. sensory system
  2. sensation
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

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

A

Sensory System

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q
  • a physical feeling or perception resulting from something that
    happens to or comes into contact with the body.
A

Sensation

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
18
Q

identify 5 SENSORY SYSTEM

A
  1. sight
  2. hearing
  3. touch
  4. taste
  5. smell
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
19
Q

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

A

Sight

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
20
Q

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

A

Hearing

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
21
Q

______ - sensations that reach the
skin.

A

Touch

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
22
Q

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

A

Taste

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
23
Q

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

A

Smell

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
24
Q

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

A

PERCEPTUAL DISTORTION

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
25
Q

3 Stages of Perception Process

A
  1. Selective Attention
  2. Selective Distortion
  3. Selective Retention
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
26
Q

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

A

Selective Attention

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
27
Q

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

A

Selective Distortion

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
28
Q

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

A

Selective Retention

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
29
Q

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

A

halo effect

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
30
Q

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

A

Halo effect

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
31
Q

CONCEPTS UNDERLYING PERCEPTION

enumerate (3)

A
  1. SENSORY THRESHOLD
  2. WEBER’SLAW
  3. SUBLIMINAL PERCEPTION
32
Q

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

A

SENSORY THRESHOLD

33
Q

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

A

ABSOLUTE THRESHOLD

34
Q

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

A

DIFFERENTIAL THRESHOLD

35
Q

______________, 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.

A

Ernst Weber

36
Q

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.

A

psychophysicist

37
Q

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 ____________________________________.

A

intensity of the original stimulus

38
Q

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

A

psychic economy

39
Q

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?

A

weber’s law

40
Q

________________ 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.

A

SUBLIMINAL PERCEPTIONS

41
Q

8 - FACTORS INFLUENCING PERCEPTION

A
  1. DURATION
  2. RELEVANCE
  3. INTENSITY
  4. EXPOSURE
  5. DISCRIMINATION
  6. NOVELTY
  7. POSITION
  8. COLOR
42
Q

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

A

DURATION

43
Q

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

A

RELEVANCE

44
Q

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

A

INTENSITY

45
Q

Frequently encountered stimuli habituate as the rate of exposure increases.

A

EXPOSURE

46
Q

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

A

DISCRIMINATION

47
Q

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

A

NOVELTY

48
Q

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

A

POSITION

49
Q

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

A

COLOR

50
Q

CONSUMER IMAGE AND MARKETING PERCEPTION

enumerate (3)

A
  1. semiotics
  2. perceptual mapping and product positioning
  3. brand
51
Q

identify the 3 semioticss

A
  1. icon
  2. index
  3. symbol
52
Q

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

A
  • SEMIOTICS
53
Q

A sign that resembles the product in some way.

A

ICON

54
Q

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

A

INDEX

55
Q

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

A

SYMBOL

56
Q

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).

A

PERCEPTUAL MAP

57
Q

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

A

brand identity

58
Q

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

A

brand image

59
Q

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.

A

BRAND

60
Q

BRAND IDENTITY VS. BRAND IMAGE

-language tone
-aesthetic style
-logo
-tagline

A

BRAND IDENTITY

61
Q

BRAND IDENTITY VS. BRAND IMAGE

-emotion
-reputation
-impression
-belief

A

BRAND IMAGE

62
Q

perception of risk (3)

A

perception of risk
functional risk
psychosocial risk

63
Q

_______________________

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

A

PERCEPTION OF RISK

64
Q

___________________

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

A

FUNCTIONAL RISKS

65
Q

________________________

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

A

PSYCHOSOCIAL RISK

66
Q

FIVE BASIC KINDS OF RISK:

A
  1. MONETARY OR FINANCIAL RISK
  2. FUNCTIONAL RISK
  3. SOCIAL RISK -
  4. PSYCHOLOGICAL RISK
  5. PHYSICAL RISK
67
Q

_____________________
This is mostly related to money and property.

A

MONETARY OR FINANCIAL RISK

68
Q

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

A

FUNCTIONAL RISK

69
Q

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

A

SOCIAL RISK

70
Q

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

A

PSYCHOLOGICAL RISK

71
Q
  • ________________ - This is concerned with the aspect of physical vigour, health, and vitality.
A

PHYSICAL RISK

72
Q

RISK REDUCTION STRATEGIES ADOPTED BY _____________

A

CONSUMERS

73
Q

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

A

RISK REDUCTION STRATEGIES ADOPTED BY CONSUMERS

74
Q

______ 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

A

Risk

75
Q

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

A

product, brand, store, or distribution channel

76
Q

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.

A

MAKING SENSE OF OUR SENSES

77
Q
A

MKTG 50 (7 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions