CHAPTER 4: Consumer perception

Question 1

Information Processing Steps

Answer 1

The stages of receiving information

-Exposure > Sensation > Attention > Comprehension

Question 2

Sensory Adaptation

Answer 2

A change over time in the responsiveness of a constant stimulus.

Question 3

Differential Threshold

Answer 3

The minimum difference in stimulation that a person can detect 50% of the time.
-Also known as “JND” (Just Noticeable Difference)

Question 4

Absolute Threshold

Answer 4

The degree of intensity of a stimulus

Question 5

Expectations

Answer 5

Consumer expectation generally refers to the needs and wants of individuals in the economic marketplace. Such expectations are usually driven by people’s preconceived ideas regarding goods or services.

Question 6

Grouping

Answer 6

? Maybe grouping products together into categories or grouping consumers into groups for your target market ?

Question 7

Figure and Ground

Answer 7

organization is a type of perceptual grouping which is a vital necessity for recognizing objects through vision
-the black and white photo: See a face or two vases?

Question 8

Closure

Answer 8

This principle states people tend to perceive an incomplete picture as complete. That is, we tend to fill in the blanks based on our prior experience. This principle explains why most of us have no trouble reading a neon sign even if several of its letters are burned out. The principle of closure is also at work when we hear only part of a jingle or theme. … Marketing strategies that use the closure principle encourage audience participation, which increases the chance that people will attend to the message.

Question 9

Stereotyping

Answer 9

is a two-fold process that involves the exploitation of specific groups and/or perceptions to create a product image and a target market

Question 10

Physical appearances

Answer 10

appearance is everything! Branding is very physical and is the focus of consumers. appearance is very important to determine how consumers perceive the brand.

Question 11

Irrelevant clues

Answer 11

When people make interpretations on the basis of irrelevant and unmeaningful stimuli, they are said to have made a perceptual error based on irrelevant cues. The perceptual judgment in such cases is made on irrelevant cues.

Question 12

Involvement

Answer 12

a state of mind that motivates consumers to identify with product/service offerings, their consumption patterns and consumption behavior. … It is the amount of physical and mental effort that a consumer puts into a purchase decision.

Question 13

Just Noticeable difference (JND)

Answer 13

The minimal stimulation between two products as observed by the consumer. Otherwise we can say -“The_______ is the smallest difference in intensity between two stimuli that a person can detect.”

Question 14

Subliminal Perception

Answer 14

When marketing messages influence the consumer without their knowledge of doing so.

Question 15

Selective Attention

Answer 15

The tendency of a consumer to pay attention only to messages that address a need or interest or are consistent with the consumer’s attitudes, opinions, and beliefs.

Question 16

Product Positioning

Answer 16

A marketing technique intended to present products in the best possible light to different target audiences. The is a process of creating an image of a product in the minds of the consumers.

Question 17

Perceived Risk

Answer 17

These are the risk associated with customers intending to purchase a product:
Functional risk: the product does not perform up to expectations
Physical risk: the product poses a threat to the physical well-being or health of the user or others
Financial risk: the product is not worth the price paid
Social risk: the product results in embarrassment from others
Psychological risk: the product affects the mental well-being of the user
Time risk: the failure of the product results in an opportunity cost of finding another satisfactory product

Question 18

Service Quality Dimensions

Answer 18

These are the dimensions that encourage customer and consumer loyalty to a specific brand or product, such as tangibles, reliability, responsiveness, assurance, and empathy.