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MARK 305- Consumer Behaviour > Lecture 2-Perception > Flashcards

Lecture 2-Perception Flashcards

1
Q

What is sensation?

A

Our immediate response of our sensory receptors (eyes, ears, nose, mouth, skin) to basic stimuli (such as light, color, sound, odor and texture).

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2
Q

What is perception?

A

The process by which stimuli are selected, organized and interpreted. This adds to raw sensations.

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3
Q

What is perception influenced by?

A
  1. structural factors- contrast, position, color, size.

2. individual factors- needs, experiences, unique biases, cognitive accessibility

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4
Q

What are examples of sensory stimuli:

A

sights, sounds, smells, tastes, textures

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5
Q

What are examples of sensory receptors:

A

eyes, ears, mouth, nose and skin

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6
Q

What is sensory marketing?

A

marketing strategies that focuses on the impact of sensations on product experiences (car shows, costco samples, perfume samples)

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7
Q

Tell us more about how sight impacts marketing

A

Marketers communicate meaning through colour, size and styling

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8
Q

What does colour do?

A
  1. adds and directly influences emotion
  2. colours are rich in symbolic value and cultural meanings
  3. some color combinations come to be associated so strongly to a corporation that they become known as the companies trade dress
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9
Q

Tell us more about hearing?

A
  • second most used sense by marketers
  • limbic system process scent cues
  • music is very powerful in influencing behaviour (triggers emotions)
  • way a word sounds influences our assumptions about a product
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10
Q

Tell us more about smell?

A

-car and fragrance all have a scent element
-odours stir emotions and bring back memories
odours relieve stress (connect tot eh brain section that processes emotions and memories)

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11
Q

Tell us more about touch?

A
  • moods are relaxed and stimulated by skin
  • people associate fabrics with product quality
  • touching an item to form a relationship with the product
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12
Q

sound symbolism:

A

the process by which the way a word sounds influences our assumptions about what it describes and its attributes such as size

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13
Q

When is sound used:

A
  1. supermarkets, stores
  2. restaurants/coffee shops
  3. waiting rooms
  4. elevators
  5. in commercials
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14
Q

endowment effect:

A

consumers ascribe more value to something simply because they own it

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15
Q

Taste:

A

first taste item will have priority. Culture influences our taste preferences

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16
Q

Exposure:

A

a stage of perception where a sensation comes within range of a consumers receptor (consumer must see/notice message)

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17
Q

psychophysics:

A

science of how the physical world is integrated with our personal subjective world. Study of physical properties of stimuli and psychological responses.

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18
Q

attention:

A

consumer must look at/attend to “your message”.

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19
Q

interpretation:

A

consumer must “make sense” of your message

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20
Q

sensory threshold

A

the study of the relationship between the physical properties of stimuli and the “psychological responses” . Psychophysics helps us to measure the threshold

21
Q

Absolute threshold

A

the minimum amount of stimulation that can be detected on a sensory channel

22
Q

Differential threshold

A

ability of a sensory system to detect changes in a stimulus or difference between two stimuli

23
Q

Just noticeable Difference:

A

minimum change in a stimulus that can be detected

24
Q

webers law:

A

the stronger the initial stimulus, the greater the change must be for it to be noticed

25
Q

webers law:

A

K= JND/I

26
Q

subliminal perception:

A

information presented below the level on consumers awareness, similar to subliminal messages but they are not hidden, they are present, you just have to focus to see it

27
Q

Attention

A

the extent to which the brains processing activity is devoted to a particular stimulus

28
Q

an example of subliminal priming

A

apple logo flashed for 30ms and then it is masked to interrupt conscious processing (individuals who saw apple logo are more creative).

29
Q

sensory overload

A

more information than able or willing to process

30
Q

perceptual selectivity

A

people attend only small portions of the stimuli to which they are exposed to in order to avoid being overwhelmed

31
Q

guerilla marketing:

A

unexpected and unconventional marketing approaches to get attention

32
Q

what are the perceptual selection factors

A
  1. perceptual filters
  2. perceptual vigilance
  3. adaptation
  4. intensity
  5. discrimination
  6. exposure
  7. relevance
33
Q

perceptual vigilance

A

aware of stimuli that relate to their current needs

34
Q

perceptual defence:

A

see what you want to see and ignore what they don’t want to see

35
Q

Perception depends on stimuli factors which include:

A
  1. novelty
  2. contrast
  3. color
  4. size and position
  5. sex and humor
  6. odor
  7. movement
  8. price
36
Q

interpretation:

A

meaning that people assign to sensory stimuli

37
Q

how do people interpret thing?

A

the stimulus is assigned to a schema

38
Q

schema:

A

mental structure that encompasses a persons knowledge and feelings that are related to an object or event

39
Q

gestalt psychology:

A

the whole is greater than the sum of its parts. Meaning is derived from the totality of a set of stimuli rather than individual stimulus

40
Q

gestalt psychology includes:

A
  1. principle of closure
  2. principle of similarity
  3. principle of figure-ground
41
Q

stimulus interpretation

A

is associated with other related events, sensations or images

42
Q

principle of closure:

A

consumers tend to perceive an incomplete picture as complete

43
Q

principle of similarity

A

consumers group together similar objects

44
Q

principle of figure-ground

A

one part of the stimulus will dominate the perception

45
Q

proximity

A

items close to each other in space of time tend to be perceived as being related or belonging to each other

46
Q

continuity

A

elements are seen as belonging to each other if they appear to be a continuation of the direction of previous elements

47
Q

positioning strategy:

A

the place a brand occupies in the consumer mind with regard to important attributes and competitive offering

48
Q

functional attributes + symbolic attributes=

A

brand perception

49
Q

brands position is a function of

A
  1. lifestyle
  2. price leadership
  3. attributes
  4. product class
  5. competitors
  6. occasions
  7. users
  8. quality

MARK 305- Consumer Behaviour (4 decks)

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