Chapter 5: Perception Flashcards
Sensation refers to the response of our ____________ to basic stimuli such as…
Sensory receptors; light, colour, sound, odour and texture
Perception is the process by which people…
Select, organise and interpret sensations
Information processing is the process of…
Inputting and storing stimuli
Sensory data from the external environment can generate…
Internal sensory experiences
Hedonic consumption refers to…
Multi-sensory, fantasy and emotional aspects of consumer’s interactions with products
The endowment effect states that people who…
Pick up a product are slightly more likely to buy it
Stages of perception (3)
- Exposure
- Attention
- Interpretation
Exposure occurs when a stimulus…
Comes within the range of someone’s sensory receptors
A person’s sensory threshold refers to the point at which stimuli…
Is strong enough to make a conscious impact on their awareness
Absolute threshold refers to the…
Minimum amount of stimulation a person can detect
Differential threshold refers to the ability of a sensory system to detect…
Changes in or differences between two stimuli
The just noticeable difference (j.n.d.) refers to…
The minimum difference we can detect between two stimuli
Weber’s law states that…
The stronger the initial stimulus, the greater a change must be for us to notice it
Subliminal perception refers to stimuli which are placed..
Below the level of the consumer’s awareness
Attention refers to the extent to which…
Processing activity is devoted to a particular stimulus
Eyeball economy describes the competition for…
Consumers’ attention
Perceptual selection means that people attend to…
Only a small portion of the stimuli to which they are exposed to
Factors which influence attention (2)
- Personal
2. Stimulus
Personal selection factors (3)
- Perceptual vigilance
- Perceptual defence
- Adaptation
Perceptual vigilance means that we are more likely to be aware of stimuli that…
Relate to our current needs
Perceptual defence means that we tend to…
See what we want to see and don’t see what we don’t want to see
Adaptation is the degree to which consumers…
Continue to notice a stimulus because it is so familiar
Factors leading to adaptation (4)
- Intensity
- Discrimination
- Exposure
- Relevance
Stimulus selection factors (Contrast, 4)
- Size
- Colour
- Position
- Novelty
Interpretation refers to the…
Meanings we assign to sensory stimuli
Schema are the sets of..
Beliefs we have about something
Gestalt psychology states that the whole is…
Greater than the sum of its parts
Gestalt principles which determine how our brains organise stimuli (3)
- Closure principle
- Principle of similarity
- Figure-ground principle
Closure principle states that people tend to perceive…
An incomplete picture as complete
Principle of similarity states that consumers tend to..
Group together objects that share similar physical characteristics
Figure-ground principle states that…
One part of a stimulus will dominate (figure) and other parts recede into the background (ground)
Semiotics studies the correspondence between…
Signs and symbols and their roles in how we assign meanings
From a semiotic perspective, every marketing message has 3 basic components
- Object (product)
- Sign (sensory image)
- Interpretant (meaning)
3 types of signs and their relationship to objects
- Icon (resembles the product)
- Index (connects to a product)
- Symbol (relates to a product)
Brand perceptions consist of.. (2)
- Functional attributes
2. Symbolic attributes
Positioning variables which influence the consumer’s interpretation of brand meaning (8)
- Lifestyle
- Price leadership
- Attributes
- Product class
- Competitors
- Occasions
- Users
- Quality
