Chapter 5- Perception & Attention

Question 1

Perceptual process

Answer 1

1. Sensory exposure.
2. Attention to stimuli.
3. Available cognitive capacity.
4. Comprehension.

Question 2

4 Sensory thresholds

Answer 2

1. Absolute threshold.
2. Just noticeable difference.
3. Adaptation
4. Subliminal perception and advertising

Question 3

Importance of J.N.D.

Answer 3

negative product changes go unnoticed, or positive change readily apparent

Question 4

Increase adaptation caused by

Answer 4

high repetition, simplicity, low intensity (faint smell)

Question 5

Subliminal perception is..

Answer 5

operating beneath the absolute threshold and usually accidental in marketing communication

Question 6

increasing arousal intensity…

Answer 6

inverted U relation, too little = listless, too much = lack ability to focus

Question 7

Voluntary selective attention

Answer 7

when consistent with knowledge or goals

Question 8

Involuntary selective attention

Answer 8

intrinsic and difficult to ignore

Question 9

information salience

Answer 9

context dependent, differentiates from background.

1. Novel stimuli (fresh, original)
2. Intense stimuli (bright, loud)
3. Complex stimuli (challenging cognition)

Question 10

Complex stimuli of “salience”

Answer 10

1. Dynamic - ever changing
2. Closure - left incomplete to find out
3. Grouping - well organise information like pairing of celebrity

Question 11

Vividness (ECP)

Answer 11

context-independents, always stand out.

1. emotional interest
2. concreteness - pictures vs words, F2F vs written, easy to visualise
3. Proximity - sensory, temporal, spatial

Question 12

vivid information based on proximity

Answer 12

sensory information (first hand vs second hand)
temporal (recency)
spatial (distant location)

Question 13

Phenomenal absolutism

Answer 13

Erroneous assumption that others perceive how we do.