Consumer perception Flashcards
What is perception?
the process by which individuals select, organise and interpret stimuli into a meaningful and coherent picture of the world
What is the perception process?
sensory exposure>perception selection> perceptual organisation> perception interpretation
What is sensation?
refers to the immediate and direct response of the sensory organs to sensory stimuli such as sight sound smell taste touch
What is absolute threshold?
the lowest level at which an individual can experience a sensation
How does absolute threshold affect sensory adaptation?
absolute threshold increases overtime resulting in sensory adaptation
How can marketers make use of the sensory stimuli?
they can combine different sensory stimuli to engage consumers
What can be done of sensory adaptation?
Through experiential marketing
What is just noticeable difference?
the minimum difference that can be detect between two similar stimuli
What does weber’s law says about JND?
the stronger the initial stimulus the greater the additional intensity needed for the second stimulus to be perceived as different
Where JND be for reducing product size?
Below JND
Where should JND be for product improvement?
At JND
Where should JND be at for increase in price?
Below JND
Where should JND be at for reducing price?
At JND
At sensory exposure, what is the marketing application?
- experiential marketing to overcome sensory adaptation
- applying JND when changing marketing strategy
What are the 3 influencing factors of perceptual selection?
- 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
