Chapter 4 Flashcards
What is the definition of perception?
The process by which individuals select, organize, and interpret stimuli into a meaningful and coherent picture of the world. It can be described as “how we see the world around us”
What is the definition of sensation?
The immediate and direct reponse of the sensory organs to stimuli (units of input to the sense as captured by the sensory receptors)
- As the sensation decreases we notice the change.
What are some examples of sensory input?
Sight. Scent, touch, sound, taste, impact on culture.
What is the difference between the absolute threshold and the differential threshold (JND)?
Absolute threshold is the lowest level when experienced
And the differential threshold is the smallest amount of difference noticed between stimuli ~~~
What is subliminal perception?
When customer do not notice the changes
shown that is does not have much effect on behaviour
What is the stimulus?
The contrast, shocking or unrealistic images
What are perceptions affected by?
- Expectations
- Motives
- Selective perception
Selective Exposure (choosing to be exposed to certain messages)
Selective Attention (more interest in ads that are important to them, ie. you start noticing more of something)
Perceptual Defense (might distort the stimulus ex. Contradicts what you already believe)
Perceptual blocking
What is perceptual organization?
Gestalt psychology
Figure and ground
Grouping
Closure
What is product placement?
A form of promotion where marketers “disguise” promotions; cues by inter grating products into TV shows, or other entertainment content or building entertainment content around the products
What is the difference between instrinsic and extrinsic cues?
Intrinsic - physical characteristics of the product ex. Size of the package or colour of the product
Extrinsic - not inherent in the product ex. Brand name, things attached to the product
What is perceptual interpretation?
Stereotyping
Triggers: physical appearance, descriptive terms, first impressions, halo effect (ex. Political party brand effect)
Explain the four components associated with perceived value?
Reference price ex. Was 2.50 now 1.99!
Price-quality relationship ex. You don’t know what quality is people think paying more typically means higher quality
Positioning ex. Company creating image based on competitors, help us decide on the value
Image and quality ex. Service, packaging, ads and for the company in general
What are the five elements of perceived risk?
Functional risk (product will not perform as expected)
Physical risk (product can harm self and others; risk to self and others)
Financial risk (product will not be worth its cost)
Psychological and social risk (poor product choice will bruise the consumer’s ego)
Time risk (time spent in product search may be wasted if the product does not perform as expected)
What are some ways consumers can handle risk?
They can rely on:
- Information
- Brand loyalty
- Store image
- Price-quality relationship
What is positioning?
The process by which a company creates a distinct image and identity for its products, services, or brands in consumers’ minds
