Chapter_04 Flashcards
What is perception?
The process by which individuals select, organize, and interpret stimuli into a meaningful and coherent picture of the world. It can be described as “how we see the world around us.”
What is Sensation?
The immediate and direct response of the sensory organs to stimuli (units of input to the senses, as captured by the sensory receptors).
Give exaples for Sensory Audio Input and Product Perception
What is the just noticable difference? (JND)
The just noticeable difference (JND), also known as the difference threshold, is the minimum level of stimulation that a person can detect 50 percent of the time. For example, if you were asked to hold two objects of different weights, the just noticeable difference would be the minimum weight difference between the two that you could sense half of the time.
What is the difference between absolute Threshold and difference Threshold?
Absolute Threshold
An absolute threshold is the smallest amount of stimulation needed for a person to detect that stimulus 50% of the time. This can be applied to all our senses:
- The minimum intensity of light we can see
- The lowest volume of a sound we can hear
- The smallest concentration of particles we can smell
- The smallest concentration of particles we can taste
- The lightest touch we can feel
Difference Threshold
A difference threshold is the minimum required difference between two stimuli for a person to notice change 50% of the time (and you already know where that “50% of the time” came from). The difference threshold is also called just noticeable difference, which translates the concept more clearly. Here are a few examples of difference thresholds:
- The smallest difference in sound for us to perceive a change in the radio’s volume
- The minimum difference in weight for us to perceive a change between two piles of sand
- The minimum difference of light intensity for us to perceive a difference between two light bulbs
- The smallest difference of quantity of salt in a soup for us to perceive a difference in taste
- The minimum difference of quantity of perfume for us to perceive a difference in something’s smell
Why do marketers care about sensory adaptation?
Sensory adaptation is a problem that concerns many advertisers, which is why they try to change their advertising campaigns regularly. They are concerned that consumers will get so used to their current print ads and TV commercials that they will no longer “see” them; that is, the ads will no longer provide sufficient sensory input to be noted.
What is Experiential Markeing?
Allows customers to engage and interact with offerings in sensory ways in order to create emotional bonds between consumers and marketing offerings
What are perceptions affected by?
- Expectations
- Motives
- Selective Perception
- Selective Exposure
- Selective Attention
- Perceptual Defense
- Perceptual Blocking
What is perceptual organization?
the process by which the elements of visual and other sensory information are structured into a coherent whole. According to traditional Gestalt psychology, the parts of a group are organized to form whole figures that constitute more than the parts separately (
What is sensorial marketing?
Sensorial Marketing groups all the marketing techniques which use one or more of the 5 senses to favor the purchase of a product.
What kind of perceived risks are there when buying a product?
- Functional Risk
- product will not perform as expected
- Physical risk
- Product can harm self and others
- Financial risk
- Products will not be worth its cost
- Psychological risk
- Poor product choice will bruise the consumers ego
- Time risk
- Time spent in product search may be wased if the product does not perform as expected
How do consumers try to avoid risks when buying a product?
- Seek Information
- Consumers seek information about the product
- Remain brand loyal
- avoiding risk by remaining loyal to a brand with which they have been satisfied with
- Rely on brand image
- When consumers have had no experience with a product, they tend to trust a favored or well-known brand name
- Rely on store image
- If consumers have no other information about a product, they often trust the judgement of the merchandise buyers of a reputable store and depend on them to have made careful decisions in selecting products for sale
- Buy the most expensive model or brand
- As indicated in the discussion of price/quality relationsship, consumers often feel that the most expensive model is probably the best in terms of quality
