Chapter 6

Question 1

What is perception?

Answer 1

process by which an individual selects, organises, and interprets stimuli into a meaningful and coherent picture of the world. (How we see the world around us)

Question 2

What are the sensory dynamics of perception?

Answer 2

Sensation
absolute threshold
differential threshold
subliminal perception

Question 3

Explain sensation as a dynamic of perception and how it is used by marketers

Answer 3

Sensation – Immediate and direct response of the sensory organs to stimuli
Stimulus – any unit of input to the senses
Sensory receptors – human organs that receive sensory inputs
Most advertising targets sight and hearing but smell and touch can be useful

Question 4

Explain Absolute threshold as a dynamic of perception and how it is used by marketers

Answer 4

The lowest level at which an individual can experience a sensation (something and nothing)
It increases as one is exposed to more of the stimulus, we become accustomed to a level of stimulation
Sensory adaptation results in advertisers changing campaigns regularly

Question 5

Explain Differential threshold as a dynamic of perception and how it is used by marketers

Answer 5

Minimal difference that can be detected between two similar stimuli – j.n.d
Weber’s law – the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different
Marketing applications:
• So that negative changes are not noticeable
• So that improvements are very noticeable but just above j.n.d (less is wasted effort, more is wasted future sales frequency – too good)

Question 6

Explain subliminal perception as a dynamic of perception and how it is used by marketers

Answer 6

Stimuli that is too weak to be perceived consciously

Can be used in marketing (flashing up briefly), no evidence that it is effective in changing consumer behaviour

Question 7

What are the elements of perception

Answer 7

1. Perceptual selection
2. Perceptual organisation
3. Interpretation of stimuli