Consumer perception Flashcards

1
Q

What is perception?

A

the process by which individuals select, organise and interpret stimuli into a meaningful and coherent picture of the world

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2
Q

What is the perception process?

A

sensory exposure>perception selection> perceptual organisation> perception interpretation

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3
Q

What is sensation?

A

refers to the immediate and direct response of the sensory organs to sensory stimuli such as sight sound smell taste touch

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4
Q

What is absolute threshold?

A

the lowest level at which an individual can experience a sensation

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5
Q

How does absolute threshold affect sensory adaptation?

A

absolute threshold increases overtime resulting in sensory adaptation

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6
Q

How can marketers make use of the sensory stimuli?

A

they can combine different sensory stimuli to engage consumers

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7
Q

What can be done of sensory adaptation?

A

Through experiential marketing

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8
Q

What is just noticeable difference?

A

the minimum difference that can be detect between two similar stimuli

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9
Q

What does weber’s law says about JND?

A

the stronger the initial stimulus the greater the additional intensity needed for the second stimulus to be perceived as different

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10
Q

Where JND be for reducing product size?

A

Below JND

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11
Q

Where should JND be for product improvement?

A

At JND

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12
Q

Where should JND be at for increase in price?

A

Below JND

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13
Q

Where should JND be at for reducing price?

A

At JND

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14
Q

At sensory exposure, what is the marketing application?

A
  • experiential marketing to overcome sensory adaptation

- applying JND when changing marketing strategy

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15
Q

What are the 3 influencing factors of perceptual selection?

A
  • strength of stimuli, stronger stimuli tend to be chosen
  • expectation, stimuli thats out of consumers’ expectation tend to be chosen
  • motivation, stimuli correspond to unfulfilled needs
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16
Q

What are the 3 things relating to gestalt psychology?

A
  • figure and ground
  • grouping
  • closure
17
Q

What is figure and ground?

A

group stimuli and highlight important elements of the brand/product/marketing message

18
Q

What is grouping?

A

group similar stimuli together so they become a unified picture

19
Q

What is association for grouping?

A

grouping brand with desired message/image

20
Q

What is placement of products?

A

placing products that will br condumed together in the same shelf

21
Q

What is closure?

A

consciously or subconsciously fill in the missing piece to make it a complete image

22
Q

What is the marketing application for perceptual interpretation?

A

physical appearance

halo effect