Perception

Question 1

define the term perception

Answer 1

= the process of attaining awareness or understanding of the world
= the process by which stimuli are selected, organised, and interpreted (vision, hearing, touch, smell, taste)

Question 2

what is the difference between hedonic and utalitarian products?

Answer 2

hedonic satisfy our emotions and aesthetic needs, while utalitarian satisfy our functional needs.
a product can have both functions at the same time.

Question 3

define the term sensation

Answer 3

immediate & direct response of sensory systems to basic stimuli

Question 4

define 3 characteristics of vision

Answer 4

1. present 50-70% of all stimuli, we think in images (a visual society)
2. colours evoke emotions that can be either culturally or biologically based
3. use in marketing: logos, greenwashing (with using green etiquettes and such)

Question 5

define 3 characteristics of sound

Answer 5

1. has an impact on tempo, mood, behaviour, communication
2. phonemes = individual sounds that are more or less preferred by consumers
3. use in marketing: voice assistants

Question 6

define 3 characteristics of scent

Answer 6

1. primary and fastest sense (largely subconscious)
2. stimulate moods and memories (nostalgia)
3. use in marketing: scratch’n’sniff, product scents, store scents

Question 7

define 3 characteristics of touch

Answer 7

1. haptic sense = most basic one, we use it before vision and smell
2. affects product experience (judgement, perception)
3. closely connected with other senses

Question 8

define 3 characteristics of taste

Answer 8

1. contributes to product experience
2. cultural differences determine desirable tastes
3. perception of taste is based on colour (e.g., strawberry, blueberry)

Question 9

state 5 examples of using AR and VR in marketing. with which sense is it not yet useful?

Answer 9

1. professional training (pilots)
2. real estate showings
3. IKEA furniture tryouts
4. VR tourism
5. clothing and makeup tryons
   not useful for taste experience

Question 10

define the perception process.

Answer 10

1. exposure
2. attention
3. organisation
4. interpretation
5. response

Question 11

define the term exposure.

Answer 11

= when a stimulus comes within range of someone’s sensory receptors

Question 12

state the classificiation of exposure by our intentions

Answer 12

1. accidental exposure
   - — involuntary
   - — selective (perceptual vigilance, perceptual defence, adaptation)
2. intentional exposure

Question 13

define the term absolute threshold

Answer 13

= minimum amount of stimulation that can be detected

Question 14

what does Weber’s Law tell us? state it.

Answer 14

tells us the scope of possible changes to a stimulus before those changes are detected.
ΔI / I = K
ΔI = the smallest still detected change in the stimulus
I = intensity of the stimulus at the point of change
e.g. smaller pack, same content

Question 15

define the term attention

Answer 15

= the degree of focus on stimuli during exposure

Question 16

what are the two attention determinants?

Answer 16

1. characteristics of a consumer (previous experiences, hobbies, ability to percieve, expectations)
2. characteristics of a stimulus (differentiation, contrasting)

Question 17

define the term organisation

Answer 17

= categorisation of different stimuli into meaningful units

Question 18

state three examples of why gestalt psychology is relevant with organisation?

Answer 18

bc the whole is greater than the sum of its parts.

1. figure-background
2. similarity grouping
3. closure of incomplete objects

Question 19

define the term interpretation

Answer 19

process of assigning meaning to sensory stimuli (sense-making)

Question 20

what is interpretation based on?

Answer 20

existing knowledge structures (schemas, scripts=routines)

Question 21

why is perceptual mapping important?

Answer 21

it illustrates the position of a brand amongst its competitors (helpful for future strategy planning)

Question 22

what is a decompression zone?

Answer 22

a zone in a store to adjust to the environment (to not go directly from an external env. into the products)

Question 23

state 4 examples of perception in retailing.

Answer 23

1. customer-store contact (how the store phsically looks)
2. store movement (shopping highways and byways)
3. store image (customers’ perception)
4. store atmosphere

Question 24

define the term retailtainment

Answer 24

intensified sensory experiences, used for marketing - spending your free time at the mall without intention to buy something (increases the customer perception of the company)

Question 25

define the term experiental advertising

Answer 25

advertising with the help of active multi-sensory live experiences

Question 26

define the term differential or just noticeable difference (JND)

Answer 26

= the amount the intesity of stimuli must be changed in order for a difference to be noticeable

Question 27

define the term subliminal perception

Answer 27

= perception of a stimulus that is below the level of consumer awareness
(embeds = photoshopping of pics, subliminal auditory perception)