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Mark 310 > Perception > Flashcards

Perception Flashcards

1
Q

What is perception?

A

the process by which sensations from the environment are selected, organized, and interpreted

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2
Q

What are the steps in perception?

A

sensory stimuli (sight, sound, smell, etc.) -> sensory receptors (eyes, ears, nose, etc.) -> exposure -> attention -> interpretation

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3
Q

What is another name for a sensory input?

A

stimulus

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4
Q

What is a sensory input’s affect on marketing?

A
  • sensory inputs can be used for differentiation - can become the trademark of a brand (eg. Harley Davidson motor revving)
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5
Q

What is hedonic consumption?

A

the multi sensory & emotional aspects of a consumers’ interaction with products

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6
Q

is reaction to colour biological, cultural, or both?

A

both! (cultural - red = good luck in China) (biological - older people see duller colours)

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7
Q

What is scent marketing?

A

When products become associated with a certain smell and the company tries to use this in advertising (eg. new car smell)

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8
Q

How are sounds important in brand naming?

A

brand names need to have a certain composition due to preference by consumers - should be catchy

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9
Q

How does touching the product affect the product experience?

A
  • quality inferences

- helps to form relationships

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10
Q

What is the primacy effect in tasting?

A
  • when tasting 2-3 items, first item in the sequence is preferred
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11
Q

What is the recency effect in tasting?

A
  • when tasting 3-5 items, the most recent (last one) is preferred
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12
Q

Are we capable of noticing stimuli that comes within our range, even if its only for a short time?

A

yes - see BMW after-image example

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13
Q

What does absolute threshold mean?

A

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

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14
Q

What is differential threshold?

A

the ability of a sensory system to detect changes or differences between 2 stimuli

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15
Q

What does JND stand for and mean?

A

just noticeable difference - minimum recognizable difference between 2 stimuli

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16
Q

How would you manage product improvements?

A
  • identify the JND and keep the changes above that
17
Q

How would you manage neutral changes?

A

identify the JND and keep the change slightly above it

18
Q

How would you manage reductions?

A

identify the JND and keep the change below it

19
Q

Does subliminal perception work?

A

no, there is little proof in it being effective

20
Q

Why doesn’t subliminal perception work?

A

consumers rarely pay enough attention to stimuli to be affected by subliminal works

21
Q

What is attention?

A

the extent to which processing of an activity is devoted to a particular stimulus

22
Q

What are some ways to “cut through the clutter?”

A
  • making surprise movements in rich media
  • vivid/ contrasting colours, loud sounds, large ads/ fonts
  • interactive displays
23
Q

What are the stimulus organization principles?

A
  • closure
  • similarity
  • figure ground
24
Q

What is the Gestalt organization of closure?

A
  • people can perceive an incomplete picture/ message as complete by matching the missing elements
25
Q

What is the Gestalt organization of similarity?

A
  • people group similar objects together (bundling products, close on the shelf)
26
Q

What is the Gestalt organization of figure ground?

A
  • the items in the foreground are the most important
27
Q

What are some of the biases people have in regards to marketing?

A
  • people assign subjective meanings to stimuli based on schema
28
Q

What are some interpretation biases of products?

A

consumers tend to project their own desires or assumptions on to products - think it may be better quality item if they believe it to be (or inferior)

29
Q

What is perceptual positioning used for?

A
  • to identify a brand’s strengths and weaknesses in comparison to competitors
30
Q

What is a perceptual map?

A

a map of where brands are perceived in consumer’s minds

31
Q

What are some items a brand’s position is a function of?

A

price, quality, tangible attributes, product class, usage occasions, symbolic attributes, user characteristics

Mark 310 (15 decks)

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