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Marketing (midterm 1) > Perception > Flashcards

Perception Flashcards

1
Q

What is perception?

A

The process by which sensations are selected, organized and interpreted.

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2
Q

What is a sensation?

A

The immediate response of our sensory receptors to basic stimuli as such as light, colour, and sound etc

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3
Q

Describe the perceptual process?

A

Sensory stimuli->sensory receptors->exposure->attention->interpretation

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4
Q

Why is the design of product so important?

A

Design is substance
Stimulate the senses
Can help better position your product

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5
Q

What is sensory marketing?

A

Companies pay extra attention to the impact of sensation on the consumer’s product experience

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6
Q

How can companies stimulate vision?

A

Colour to provoke emotions
- red more attractive
- people willing to pay more with blue background
- branded colours

product differentiation

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7
Q

How can companies stimulate smell?

A

Branded smells
- Tim Hortons, subway…

Response before thinking with scent
-vanilla, woman
-honey, man

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8
Q

How do companies stimulate hearing?

A

Music
Slow vs fast

Brand identity
STM, jingles MacDonald, crunch Frosted Flakes, car door sound

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9
Q

How do companies stimulate touch?

A

Touching the product
- perceived quality
- Endowment effect

Important factor in sales interaction

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10
Q

How do companies stimulate taste?

A

Developing new flavours

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11
Q

What is the absolute threshold?

A

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

If not known people will not notice

Ei. Font on a highway sign

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12
Q

What is the differential threshold?

A

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

Minimum difference between 2 stimuli is the just noticeable difference

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13
Q

What hat do marketers want consumers to notice change?

A

Price discount
Justification of price
Change in product

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14
Q

When do marketers not want consumer to notice the change?

A

Shrinkflation
Brand dupes

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15
Q

What is subliminal perception?

A

Occurs when a stimulus is below the level of a consumer’s awareness.

Ei. Product placement in movies

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16
Q

What is attention?

A

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

17
Q

What is perceptual selectivity?

A

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

Marketers need to break through the clutter

18
Q

What are some personal selection factors?

A

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 the consumers continue to notice a stimulus over time

19
Q

What are some factors which lead to adaptation?

A

Intensity: less-intense stimuli habituate

Duration: a long attention span

Discrimination: a simple stimuli ei. Garbage can next to door

Exposure: frequently encountered stimuli

Relevance: irrelevant or unimportant stimuli

20
Q

What are some stimulus selection factors?

A

Contrast in size
Contrast in colour
Contrast in position
Contrast in novelty

21
Q

What is interpretation?

A

The meanings that people assign to sensory stimuli

Consumer assign meaning to stimuli based on the schéma, or set of beliefs, to which the stimulus is assigned

22
Q

What is stimulus organization?

A

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

23
Q

What is gestalt psychology?

A

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 part

24
Q

What is the gestalt principle of closure?

A

Consumer tend to perceive an incomplete picture as complete

25
Q

What is the Gestalt principle of similarity?

A

Consumer tend to group together objects that share similar physical characteristics

26
Q

What is the gestalt Figure-ground principle?

A

One part of the stimulus will dominate while the other part recede into the background

Marketing (midterm 1) (10 decks)

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