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MKTG1204 Midsemester Exam > Chapter 5: Perception > Flashcards

Chapter 5: Perception Flashcards

1
Q

Sensation refers to the response of our ____________ to basic stimuli such as…

A

Sensory receptors; light, colour, sound, odour and texture

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2
Q

Perception is the process by which people…

A

Select, organise and interpret sensations

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3
Q

Information processing is the process of…

A

Inputting and storing stimuli

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4
Q

Sensory data from the external environment can generate…

A

Internal sensory experiences

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5
Q

Hedonic consumption refers to…

A

Multi-sensory, fantasy and emotional aspects of consumer’s interactions with products

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6
Q

The endowment effect states that people who…

A

Pick up a product are slightly more likely to buy it

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7
Q

Stages of perception (3)

A
  1. Exposure
  2. Attention
  3. Interpretation
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8
Q

Exposure occurs when a stimulus…

A

Comes within the range of someone’s sensory receptors

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9
Q

A person’s sensory threshold refers to the point at which stimuli…

A

Is strong enough to make a conscious impact on their awareness

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10
Q

Absolute threshold refers to the…

A

Minimum amount of stimulation a person can detect

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11
Q

Differential threshold refers to the ability of a sensory system to detect…

A

Changes in or differences between two stimuli

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12
Q

The just noticeable difference (j.n.d.) refers to…

A

The minimum difference we can detect between two stimuli

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13
Q

Weber’s law states that…

A

The stronger the initial stimulus, the greater a change must be for us to notice it

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14
Q

Subliminal perception refers to stimuli which are placed..

A

Below the level of the consumer’s awareness

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15
Q

Attention refers to the extent to which…

A

Processing activity is devoted to a particular stimulus

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16
Q

Eyeball economy describes the competition for…

A

Consumers’ attention

17
Q

Perceptual selection means that people attend to…

A

Only a small portion of the stimuli to which they are exposed to

18
Q

Factors which influence attention (2)

A
  1. Personal

2. Stimulus

19
Q

Personal selection factors (3)

A
  1. Perceptual vigilance
  2. Perceptual defence
  3. Adaptation
20
Q

Perceptual vigilance means that we are more likely to be aware of stimuli that…

A

Relate to our current needs

21
Q

Perceptual defence means that we tend to…

A

See what we want to see and don’t see what we don’t want to see

22
Q

Adaptation is the degree to which consumers…

A

Continue to notice a stimulus because it is so familiar

23
Q

Factors leading to adaptation (4)

A
  1. Intensity
  2. Discrimination
  3. Exposure
  4. Relevance
24
Q

Stimulus selection factors (Contrast, 4)

A
  1. Size
  2. Colour
  3. Position
  4. Novelty
25
Q

Interpretation refers to the…

A

Meanings we assign to sensory stimuli

26
Q

Schema are the sets of..

A

Beliefs we have about something

27
Q

Gestalt psychology states that the whole is…

A

Greater than the sum of its parts

28
Q

Gestalt principles which determine how our brains organise stimuli (3)

A
  1. Closure principle
  2. Principle of similarity
  3. Figure-ground principle
29
Q

Closure principle states that people tend to perceive…

A

An incomplete picture as complete

30
Q

Principle of similarity states that consumers tend to..

A

Group together objects that share similar physical characteristics

31
Q

Figure-ground principle states that…

A

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

32
Q

Semiotics studies the correspondence between…

A

Signs and symbols and their roles in how we assign meanings

33
Q

From a semiotic perspective, every marketing message has 3 basic components

A
  1. Object (product)
  2. Sign (sensory image)
  3. Interpretant (meaning)
34
Q

3 types of signs and their relationship to objects

A
  1. Icon (resembles the product)
  2. Index (connects to a product)
  3. Symbol (relates to a product)
35
Q

Brand perceptions consist of.. (2)

A
  1. Functional attributes

2. Symbolic attributes

36
Q

Positioning variables which influence the consumer’s interpretation of brand meaning (8)

A
  1. Lifestyle
  2. Price leadership
  3. Attributes
  4. Product class
  5. Competitors
  6. Occasions
  7. Users
  8. Quality

MKTG1204 Midsemester Exam (6 decks)

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