Exposure, Attention, Perception

Question 1

List the 4 elements of the perceptual process

Answer 1

1. Sensory inputs
2. Exposure
3. Attention
4. Perception

Question 2

What is the name of the process where a consumer comes into physical contact with a stimulus?

Answer 2

Exposure

Question 3

List some ways to get exposure

Answer 3

1. Advertisements
2. In store → shelf space, POP displays, end caps
3. Freebies
4. Product placement (in movies, music, etc)

Question 4

Which process involves devoting cognitive resources to a stimulus?

Answer 4

Attention

Question 5

List the 3 properties of attention

Answer 5

1. Selective
2. Limited
3. Capable of being divided

Question 6

In order to get consumers’ attention, make the stimulus:

Answer 6

1. Personally relevant
2. Pleasant
3. Surprising
4. Easy to process

Question 7

What is it called when consumers become desensitized to sensual stimuli?

Answer 7

Adaptation

Question 8

Define Weber’s Law

Answer 8

The higher the initial level of an attribute, the greater the amount that attribute must be changed before people will notice the change

Question 9

List the two types of taste tests

Answer 9

1. Discrimination

2. Preference

Question 10

How many tastes are needed in a discrimination test?

Answer 10

3

Question 11

Which type of perceptual map is more effective? Similarity or attribute-based?

Answer 11

Attribute-based