COBE week 4

Question 1

What is the definition of perception?

Answer 1

perception is the process by which physical sensations such as sights, sounds, and smells are selected, organised, and interpreted. The eventual interpretation of the stimulus allows it to be assigned without meaning

Question 2

What does the perceptual process look like?

Answer 2

stimuli (sights, sounds, smells, tastes, textures) –> sensory receptors –> attention (sensation) –> interpretation –> response (meaning) –> perception

Question 3

What is the differential threshold?

Answer 3

The ability of the sensory system to defect changes or differences between 2 stimuli relative

Question 4

What does JND stand for

Answer 4

just noticealbe difference
- webers law (perception of change)

Question 5

What are the selection factors?

Answer 5

• perceptual vigilance
• perceptual defence
• adaptation

Question 6

What are the stimulus selection factors

Answer 6

1) size
2) colour
3) position
4) novelty

Question 7

What is meant by semotics

Answer 7

the study to understand how consumers interpret the meanings of signs and symbols

Question 8

What are the three components of every message

Answer 8

• object
• sign
• interpretant

Question 9

What are the vacation motives in the tourism business?

Answer 9

• explore
• relax
• escape
• reload
• refresh
• experience
• discover
• exchange
• enjoy

Question 10

What is the motivation process/NEED?

Answer 10

• drive
• utilarian
• hedonic

Question 11

What are the key words in the motivational process

Answer 11

• Need = difference betwee actual vs. ideal state.
• Want = manifestation of a need
• Goal = desired end state (ideal state)
• Drive = degree of arousal based on tension

Question 12

What are the motivational theories and give an explanation

Answer 12

• drive theory
• homeostatis is importanr (biological/biogenic needs)
• expectancy theory
• expectations are importanr for motivation (cognitive needs)

Question 13

What are the motivational conflicts?

Answer 13

• Approach-approach
• two desirable alternatives
• Approach-avoidance
• positive and negative aspect of desired product
• Avoidance-avoidance
• facing a choice with two undesirable alternatives

Question 14

What are the segmentation of consumers?

Answer 14

• activities
• interests
• opinions
• demographics

Question 15

What are psychographics used for?

Answer 15

• defining targe market
• create a new view of market
• position products/services
• improve communication of service attributes
• develop a product stragedy
• to market social and political issues

Question 16

What is a value?

Answer 16

• beliefs about good and bad/desirable vs. non-desirable
• a belief about some desirable end-state that transcends specific situations and guides the selection of behaviour

Question 17

Name some examples of values

Answer 17

• self-fulfillment
• sense of belonging
• security
• self-respect
• enjoyment in life
• sense of accomplishment

Question 18

Name some examples of customer values

Answer 18

• efficiency (convinience)
• excellence (quality)
• status
• self esteem (materialism)
• play (fun)
  -aesthetics (beauty)
• ethics (motivational/ moral)
• spirutuality (devotion)