Perception Flashcards
Sensory marketing
Companies think carefully about the impact of sensations on our product experiences
Perceptual Process
Sensory stimuli -> Sensory receptors ->
1. Exposure
2. Attention
3. Interpretation
Absolute thresholds
The minimum amount of stimulation that can be detected on a given sensory channel
Differential threshold
The ability of a sensory system to detect changes in or differences between two stimuli
j.n.d
Just noticable difference - minimum difference we can detect between two stimuli
Weber’s Law
The amount of change required for the perceiver to notice a change relates to the intensity of the original stimulus
Subliminal Perception
Subliminal perception occurs when a stimulus is below the level of the consumer’s awareness
Perceptual selection
People attend to only a small portion of the stimuli to which they are exposed
Eyeball economy
Marketers fight for consumers’ attention
Schema
A set of beliefs (behaving in this way is good/bad, religious beliefs, etc.)
Stimulus organisation
One factor that determines how we interpret a stimulus is the relationship we assume it has with other events, sensations, or images in memory
Gestalt Psychology
A school of thought that maintains that people interpret meaning from the totality of a set of stimuli rather than from any individual stimulus (whole, pattern, configuration
Closure
People perceive an incomplete picture as complete by filling in the missing elements
Similarity
Consumers group together objects that share similar physical characteristics
Figure-Ground
One part of the stimulus will dominate (the figure) while the other parts recede into the background (ground)
Perceptual Positioning
A fundamental component of a company’s marketing efforts as it uses elements of the marketing mix to influence consumers’ interpretation of its meaning in the marketplace relative to its competitors
Positioning
The brand’s position in the consumers’ mind vs position against other competitiors
