Consumer Perception Flashcards
What is the absolute threshold?
The lowest level at which an indivdual can perceive a specific stimuli
What is the differential threshold or JND (just noticablke difference)?
The minimal difference that can be perceived beween two stimuli
Explain the principle of selective perception?
Includes:
Selective exposure
Selective attention
Perceptual defence
Which stimuli is selected depends on two major factors:
1) Consumers previous experience (what they are set “perceived” to see)
2)Their motives at the time (their needs, desires, intrests, and so on)
Each of these factors can increase or decrease the probability that a stimuli will be perceived
Explain the Gestalt principle Figure-Ground
The term figure refers to the promotional message and the ground to the context/enviroment
Explain the gestalt term grouping in CB?
Grouping is the the tendecey for people to perceive pieces of informations as chunks, which facilitates memory and recall
Explain the gestal principle closure
If people perceive a stimuli that is incomplete the feel compelled to to figure out its complete meaning.
Explain how people intepret stimuli
Highly subjective and based on what the consumer expects to see in the light of previous experience
What is a stereotype?
A biased picture of the meaning of various stimuli, people add these biases to what they see and hear and form distorted impressions. Stereotpes stems from physical appearance, descriptive terms, first impressions and the halo effect.
Explain the elements of consumer imagery
Products that are perceived as distinct anf favourable have a better chance of being purchased. The elements are brands, packages, services and prices.
Explain how customers determine quality of products and services
Customers perceived quality is based on informational cues that they associate with the offering.
Intrisic cues: qualites of the product
Extrinsic cues: Qualites not inherent in the product
In absecen of direct experience or other information consumers often rely on price as indicator of quality.
Explain the elemts of risk and the strategies consumers use to reduce risk
Elements: functional risk, physical risk, financial risk, psychological risk, time risk
Strategies: Increased information search, brand loyalty, buying a well known brand, buying from a reputable retailer, buying the most expensive brand and seeking reassurance in the form of money-back guarantees, warranties and pre-purchase trials.
What i perception?
The process by which indivduals select, organize and interpret stimuli into a meaningful picture.
