CHP 2 Perception Flashcards
What is the difference between sensation & perception? Give an example of each.
Sensation - immediate response of our sensory receptors (eyes, ears, mouth, nose, skin) to basic stimuli such as light, colour, & sound
Perception - process by which these sensations are selected, organized, & interpreted
○ E.g. based on sensation, it is hard to differentiate between Pepsi & Coke; perception occurs when one has an aversion towards one brand over the other
What are the 3 stages of the perceptual process?
Perception begins w/ the 5 senses which activate sensory receptors to initiate the perceptual process
- Exposure - degree to which consumers notice a stimuli as noticeable
- Leads to expectations that impact
interpretation - Attention - extent to which processing activity is devoted to a particular stimulus
- Interpretation - meanings assigned to sensory stimuli
Absoulte threshold vs. Differential Threshold
- Absolute Threshold - refers to the minimum amount of stimulation that can be detected on a sensory channel
- Differential Threshold - refers to the ability of a sensory system to detect changes in a stimulus or differences between two stimuli
- JND - minimum change in a stimulus that can be detected
What is Geurrilla Marketing?
involves using communications that are unexpected and unconventional in ways that target consumers in unexpected places
How do consumers assign meaning to sensory stimuli?
Based on a schema - a set of beliefs, to which the stimulus is assigned
○ provides a cognitive framework that helps organize and interpret information that surrounds a particular stimulus
e.g. E.g. Nike - “athletic,” “trendy,” and “empowering.
What Is Perceptual Selectivity? List 3 Personal Selection Factors.
people attend to only a small portion of the stimuli to which they are exposed
Personal Selection Factors:
* Perceptual filters - based on consumers’ past experiences influence what they decide to process
* Perceptual Vigilance - Consumers are more likely to be aware of stimuli that relate to their current needs
* Perceptual Defence - people see what they want to see—and don’t see what they don’t want to see
What is adaptation? List 5 factors that lead to adaptation.
○ Degree to which consumers continue to notice a stimulus over time
○ Stimulus becomes familiar to the consumer; habitual
○ Factors that lead to adaptation:
i. Intensity - consumers become habituated to less-intense stimuli (soft sounds or dim colours) because such stimuli have less of a sensory impact
ii. Duration - stimuli that require relatively lengthy exposure to be processed tend to be habituated to because they require a long attention span
iii. Discrimination - simple stimuli tend to be habituated to because they do not require attention to detail
iv. Exposure - People tend to habituate to frequently encountered stimuli as the rate of exposure increases
v. Relevance - people tend to habituate to stimuli that are irrelevant or unimportant because they fail to attract attention
What is Weber’s Law & Its Marketing Applications?
The stronger the initial stimulus, the greater the change must be for it to be noticed
- Manufacturers and brand managers endeavour to determine the relevant JND for their products so that:
○ (1) reductions in product size, increases in product price, or changes in packaging are not readily discernible to the public
○ (2) product improvements are perceived by the public.
What are 4 ways to enhance consumer attention?
i. Size - size of the stimulus itself in contrast to the competition helps to determine whether it will command attention
ii. Colour - powerful way to draw attention to a product or give it a distinct identity
iii. Position - stimuli that are in places where we’re more likely to look stand a better chance of being noticed
iv. Novelty - communications that use novel stimuli or appear in unexpected places tend to grab our attention
□ E.g. backs of shopping carts, public washrooms, and even on other consumers themselves
Hedonic vs. Utilitarian Consumption
Hedonic - multi-sensory, fantasy, emotional
Utilitarian - Functional
Describe stimulus organization in relation to 3 Gestalt psychology principles
Gestalt Psychology - whole is greater than the sum of its parts
○ Principle of Closure - implies that consumers tend to perceive an incomplete picture as complete (fill in the blank)
○ Principle of Similarity - consumers tend to group together objects that share similar physical characteristics
○ Figure-Ground Principle - one part of a stimulus will dominate (the figure) while other parts recede into the background
