Final Study Flashcards
3 important perceptual phenomenon?
Perceptual filters
Perceptual adaptation
Perceptual vigilance
How does the cognitive miser theory affect perception of marketing messages? Perceptual filters
Attention is strategically allotted based on how
useful the stimuli is
How does the cognitive miser theory affect perception of marketing messages? Perceptual adaptation
Attention decreases for familiar stimuli
How does the cognitive miser theory affect perception of marketing messages? Perceptual vigilance
Attention is allotted to active goals and current
needs
How does the cognitive miser theory affect perception of marketing messages? Thin-slice processing
Our brains are extremely stingy in expending cognitive
resources
A perceptual necessity more than “laziness”
Does relying on thin-slices have a positive or negative effect on consumers’ decisions?
Individuals frequently make decisions on thinslices
of data
- The power of RAPID EVALUATION
- Implicit Attitudes vs. Explicit Attitudes
How does the cognitive miser theory affect perception of marketing messages? Spotlight effect
Our brains are extremely stingy in expending cognitive
resources
A perceptual necessity more than “laziness”
Automatic perceptual processes: Mere exposure effect
the effect by which familiar
(frequently seen) stimuli are judged to be
more attractive.
What is priming and how does it work? How do marketers use it? How is it a type of “subliminal advertising”?
A prime activates a semantic area of
the brain, making related concepts
more accessible.
Primes activate concepts, roles, and
goals
- Must already exist!
- Common latent goals include affiliation,
competition, impression management, drives
Pricing signals (Why do they work and what makes them even more effective? What are common signals? Do signals always help consumers find the best deals?)
… few consumers have an accurate and up-to-date
list of prices for all possible goods in memory.
….firms signal “good deal” to
the consumer by using several common
tactics
SALE SIGNS
Prices that end in 9
Signpost items
Price guarantees
- Can increase demand by 50%
- The 30% rule
Ambiguous 1. Infrequently bought goods 2. New or novice consumers 3. Product designs change frequently over time 4. Product quality or sizes widely vary
What are Four Important
Economic Signals?
- Pricing signals
- Advertising signals
- Personnel signals
- Corporate action signals
Psychophysics – what is it?
the science that focuses on how
the physical environment is integrated into the
consumer’s subjective experience
Volume illusions and their influence on consumption (Wansink bowl studies)
- Volume
- Perceptions of amount
- Influence on consumption (rate) - Weight
- Perceptions of weight
- Influence on quality judgments - Taste
Haptics – what is it?
Need for Touch scale – what is NFT and what implications does it have for the marketplace?
are functionally discrete systems
involved in the seeking and processing of
information determined by the hand.
Haptics – what is it?
Weight-Quality relationship (what is the paradox??)
Power versus precision grip
Weight-Quality relationship (what is the paradox??)
Materials and engineering design
Packaging
- Power Grip versus Precision Grip
Product design
- The illusion of weight
- Materials and environmental sustainability
