Consumer perception and Learning about consumption goods Flashcards
How do we recieve external stimuli?
Through the 5 senses
What happens to sensory detection abilities as we age?
They decline, affecting how elderly consumers percieve marketing messages
How does vision influence consumer behaviour?
Colours, sizes, and shapes. E.g blue = calm, trust, dependability
How does scent impact shopping behaviour?
Pleasant scents can increase purchases. E.g masculine perfumes boost men’s product sales
What is the “psychological ownership” effect in touch?
When consumers touch a product, they feel more attached to it and are more likely to buy it.
What is the endowment effect?
People value things more once they own or interact with them.
What is the contamination effect?
Consumers avoid touching products others have touched (e.g, during covid-19)
How does sound influence consumer perception?
Music affects mood and brand perception. Hard consonants (K,P) make brand names more memorable.
How does taste vary in marketing?
Taste is influenced by culture, age, and expectations (e.g, different ice cream flavours per region).
What is the absolute threshold?
The minimum amount of stimulation that a person can detect.
What is the differential threshold?
The ability to detect differences between stimuli
What is the Just Noticeable Difference (JND)?
The smallest change in a stimulus that consumers can percieve.
What is Weber’s Law?
The amount of change needed to be noticed depends on the original intensity of the stimulus.
What is subliminal perception?
Influenceing consumers without their awareness, using:
Embeds (hidden images in ads)
Subliminal audio (low-volume messages in music)
What is the priming effect?
Exposure to one stimulus subconsciously influences a later response. E.g:
Seeing happy faces in a soda ad makes people drink more soda
What factors affect consumer attention?
Personal selection
- Perceptual vigilance: we notice whats relevant to us
- Perecptual defense: We ignore things that contradict our belifs
- Adaption: We stop noticin repeated stimuli
How do marketers capture attention?
Stimulus selection (constrast, novelty, humor, pleasantness)
How do we assign meaning to stimuli?
Based on schemas (pre- existing beliefs)
What is the confirmation bias?
We favour information that confirms our existing beliefs
What is the placebo effect in marketing?
Expectations shape experiences (e.g, orange juice tastes better if it looks more orange)
What is perceptual mapping?
A visual representation of how consumers percieve brands
What are some ethically questionable marketing tactics?
Manipulative strategies, such as:
- JND (hiding product changes)
- Deceptive advertising
- Covert marketing (hidden endorsements)
What are the three Gestalt principles?
Closure - We fill in missing information
Similarity - We group similar things together
Figure - ground - We focus on the main object, background fades
What is anthropomorphism?
Assigning human traits to objects, brands or animals
How do brands use anthropomorphism?
Visual cues - e.g packaging with a “face”
Verbal cues - e.g brands speaking in first - person
Metaphors - e.g our brand is your best friend
How does anthropomorphism affect consumer behaviour?
Trust: consumers trust a brand more if it seems human
Fairness: Price increases feel more unfair from humanized brands
Coping: People anthropomorphize products to reduce guilt (e.g, treating a care like a friend)
What is classical conditioning?
Associating a stimulus with a resposne. Eg:
Pairing a jingle with a product to create positive feelings
What is instrumental (operant) conditioning?
Learning theough rewards and pumishments.
Positive reinforcement: E.g free samples for repeat purchases
Negative reinforcement: E.g Removing ads after subscription
Punishment: E,g Higher prices for late payments
What are reinforcement schedules?
Fixed ratio - Reward after a set number of actions (e.g coffee loyalty cards)
Variable ratio - Unpredicatable rewards (e.g, slot machines)
Fixed Interval - Rewards after set time periods (e.g, seasonal sales).
Variable Interval - Rewards at random times (e.g, secret shoppers)
What is state - dependent retrieval?
Memory is stronger when we recall in the same emotional or physical state.
What is the “von Restorff” effect?
Unusual or distinct stimuli are more memorable
How does familiarity affect recall?
Familiar products can have either:
Enhanced recall (if they stand out)
Weakened recall (if overexposed and ignored)
