Perception

Question 1

What is the Gruen Effect

Answer 1

In shopping mall design, the Gruen effect is the moment when consumers enter a shopping mall or store and, surrounded by an intentionally confusing layout, lose track of their original intentions, making them more susceptible to making impulse buys.

Question 2

What is perception

Answer 2

perception is the process by which sensations are selected, organized and interpreted

Question 3

What is sensation?

Answer 3

the immediate response of our sensory receptors (eyes, ears, nose, mouth and fingers) to such basic stimuli as light, colour and sound etc.

Question 4

Hedonic Consumption

Answer 4

Utilitarian value vs. Hedonic value

The multi-sensory, fantasy, and emotional aspects of consumers’ interaction with products.

Sensory experience (emotional aspects that stir and delight the senses)

Question 5

Design Economy

Answer 5

Form is function; Design is substance.

Question 6

Sensory Marketing

Answer 6

We are in the new era of sensory marketing, where companies pay extra attention to the impact of sensation on our product experiences. (sound, sight, touch, smell and taste)

Question 7

Vision

Answer 7

Colour provokes emotion

Reaction to colour is both biological and cultural

Men rate women who wear red as more attractive than those who wear blue.

Colour of website impact the willingness of customer to pay

Question 8

Smell

Answer 8

Scents stir emotion or create calm feelings

smell can make attract you and make you think and act differently

Loyal to smell, signature smell

Scent marketing: from cars to fragrances

All of our other senses, you think before you respond, but with scent, your brain responds before you think

Example: Bakeries close to the store entrance

Question 9

What would you expect one of the most recognized and best-liked fragrances all over the world to be?

Answer 9

Vanilla

Question 10

Hearing

Answer 10

Sound affects behaviour

Sound is a brand’s identity

What we see vs what we look at someone mouth, they are conflicted

Mc gurk illusion

Question 11

Touch

Answer 11

Haptic (touch) sense

Touch is the most basic of senses; we learn this before vision and smell

Touching affects the product experience and perceived product quality.

Touch is an important factor in sales interaction. (do not touch sign or touching customers feels more personal

The Aristotle illusion

Question 12

Taste

Answer 12

Flavour houses develop new concoctions for consumer palates

Cultural changes determine desirable tastes

Question 13

Exposure

Answer 13

the degree to which people notice a stimulus that is within range of their sensory receptors

Question 14

Taste and Sensation Transference:

Answer 14

Same product can taste different for people in different setting (perception)

Question 15

Absolute threshold:

Answer 15

The minimum amount of stimulation that can be detected on a sensory channel (dog vs human)

Question 16

Differential threshold:

Answer 16

Ability of a sensory system to detect changes, or differences between 2 stimuli

Minimum difference between two stimuli is the JND– Just Noticeable Difference

Question 17

Subliminal Perception

Answer 17

Subliminal perception occurs when a stimulus is below the level of a consumer’s awareness

Question 18

attention

Answer 18

The extent to which the brain’s processing activity is devoted to a particular stimulus.

Question 19

the attention economy

Answer 19

attention is a scarce commodity (action, desire, interest, attention)

Question 20

Bitter Facts to Marketers

Answer 20

Sensory overload —too much to process

Younger consumers can multi-task: process multiple media

Question 21

Perceptual selectivity

Answer 21

People attend to only a small portion of the stimuli to which they are exposed.

Question 22

How do consumers choose among stimuli?

Answer 22

PERSONAL SELECTION FACTORS

STIMULUS SELECTION FACTORS

Question 23

Personal Selection Factors

Answer 23

Perceptual filters - based on past experiences

Perceptual vigilance - aware of stimuli that relate to their current needs

Perceptual defence - see what you want to see and ignore what they don’t want to see

Adaptation - the degree to which consumers continue to notice a stimulus over time

Question 24

Factors lead to Adaptation

Answer 24

Intensity: less-intense stimuli habituate

Duration: a long attention span

Discrimination: simple stimuli

Exposure: frequently encountered stimuli

Relevance: irrelevant or unimportant stimuli

Question 25

Interpretation

Answer 25

The meanings that people assign to sensory stimuli

Individual difference in interpretation

Consumers assign meaning to stimuli based on the schema, or set of beliefs, to which the stimulus is assigned.

Question 26

Stimulus Organization

Answer 26

People do not perceive a single stimulus in isolation; they tend to view it in terms of relationships with other events, sensations, or images.

Question 27

Gestalt Psychology

Answer 27

Our brains tend to relate incoming sensations to others already in memory based on some fundamental organizational principles.

Gestalt psychology—- people derive meaning from the totality of a set of stimuli rather than from any individual stimulus.

The whole is greater than the sum of its parts.

Question 28

The Gestalt Principle of Closure

Answer 28

Consumers tend to perceive an incomplete picture as complete.

Question 29

The Gastalt Principle of Similarity

Answer 29

Consumers tend to group together objects that share similar physical characteristics.

Question 30

The Gestalt Figure-Ground Principle

Answer 30

One part of a stimulus will dominate (the figure) while other parts recede into the background.

Question 31

When do marketers what consumers to notice the changes?

Answer 31

When new flavours re introduced or the brand image changes

Question 32

When do marketers not want consumers to notice the change?

Answer 32

Size changes, price increases.