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Consumer Behaviour > Perception > Flashcards

Perception Flashcards

1
Q

What is Solomon’s (2013) definition of perception

A

The process by which physical sensations such as sights, sounds, and smells are selected organised and interpreted.

The eventual interpretation of the stimulus allows it to be assigned meaning

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2
Q

What are people’s perceptions

A

The way they sense and interpret the world around them

People often do not recognise their perceptions are create led through indirect inference and assume other perceive situations in the same way

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3
Q

What are stimuli

A

The input of information processing

Only a few are noticed and even fewer attended

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4
Q

What is a sensation

A

Immediate response to a stimuli provided

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5
Q

What is perceptual vigilance

A

Consciously or unconsciously filtering stimuli for relevance

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6
Q

What is perceptual defence

A

Inhibits potentially threatening or unpleasant stimuli

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7
Q

What are the sensory systems

A 
Sight
Sound
Smell
Touch
Taste
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8
Q

What is the absolute threshold

A

The lowest level of input to be detected

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9
Q

What is the differential threshold

A

Just noticeable difference l- the minimum change in sensation necessary for a person to detect it
Marketers may want to sneak changes into the market
Each change must be below the perceptual limit

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10
Q

What is Weber’s law

A

The stronger the initial sensory stimulus, the greater the additional intensity needed for the second stimulus to e perceived as different

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11
Q

What is attention

A

The degree to which consumers focus on stimuli during exposure which depends on personal specific factors and stimulus specific factors

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12
Q

What is gestalt psychology

A

People derive meaning from the totality of a set of stimuli rather than from any one individual stimulus

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13
Q

What is priming

A

Where consumers assign meaning based on the set of beliefs held

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14
Q

What is symbolic consumption

A

The meanings attached to the act o consuming the goods

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15
Q

What is poly semy

A

Where consumers project their own experiences and aspirations to assign meaning

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16
Q

What can perceptual mapping help with

A

Locating product space and

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17
Q

What are types of perceived risk

A 
Financial risk 
Performance and functional risk 
Physical risk 
Social risk 
Psychological risk 
Time risk
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18
Q

What does Hulten identify as the 5 major elements of store atmospherics

A 
Exterior 
Interior
Layout 
Point of purchase
Human variables
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19
Q

What do marketers need to ensure

A

Messages are not only perceived but interpreted as intended

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20
Q

What are the elements f the perceptual process

A

Exposure to stimuli- sensory receptors - attention- interpretation- response

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21
Q

How can someone’s perceptual defence be overcome

A

Can be cut through with shock advertising e.g NSPCC

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22
Q

What are some additional points about sight

A

Accounts for 80% of perception Levine
Beware of cultural differences- white symbolises cleanliness
Boy and blue girl and pink

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23
Q

What does touch raise questions for online shopping

A

People want to touch things before they buy - what questions does this raise for online shopping e.g ASOS try before you buy

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24
Q

What is the grocery shrink ray

A

Small changes to size are not noticed

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25
Q

What is adaptation

A

The extent to which people’s awareness to a stimulus diminishes over time
Marketers need to be aware that we become accustomed to things

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26
Q

What is attention

A

When brand evaluation is taking place there is greater attention
Companies must think of different ways to get noticed
Sound may be used as a contrast
Sex, emotion and shock
Shock advertising is highly contentious but it can influence attention, memory and behaviour

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27
Q

What are schemas

A

Cognitive frameworks that are used to organise and interpret stimuli

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28
Q

What is gestalt psychology

A

Explains how much of how the brain looks for completeness

Used to improve retention

Audi A3 ad
You don’t need to have everything to have everything

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29
Q

Under what conditions is perceived risk likely to increase

A

New market offering
Little information about the product or service
There are major differences among brands
Limited experience of product class
Purchased may be likely to be judged by others

Marketer may want to reduce or highten risk

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30
Q

What dids hulten identify in ikea

A

Atmospherics lay the ground for sensory qualities of servicescape
Consumers become frustrated if they can’t touch
The pleasure of instore atmospherics is important in determining if the person with stay

Displays can encourage touching behaviour and can result in interaction that can cause impulse or unplanned purchases

Visually pleasing design can impact mood, increase problem solving and potentially overrode small details

Becoming a pleasant smell is a cheap and effective means of enhancing customer shopping

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31
Q

What were the outcomes of Hultens ikea study

A

Introducing smell, vision perspective caption enhancement
Made shoppers stay longer
More time stayed, more purchases
Cues exert a positive impact on shoppers touching behaviour
Increased touching time is correlated with buyer behaviour
Increased touching time increased sales

32
Q

What are the 3 elements that make up the perceptual process

A

Exposure
Attention
Interpretation

33
Q

Hat is the differential threshold

A

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

34
Q

Why is augmented reality important

A

Opens new world of information and marketing communication

Web based
Kiosk based
Mobile

35
Q

What is subliminal perception

A

A stimulus below the level of a consumers awareness

36
Q

What is adaptation

A

The degree to which consumers continue to notice stimulus over time

37
Q

What factors does Solomon identify that lead to adaption

A 
Intensity
Duration 
Discrimination 
Exposure 
Relevance
38
Q

What are the stimulus selection factors

A

Size
Colour
Position
Novelty

39
Q

What is interpretation

A

The meaning people assign to sensory stimuli

40
Q

What is the main conclusion of Hilton (2012)

A

The introduction of sensory cues is an effective and inexpensive way of strengthening b2c relationships

41
Q

When does hulten (2011) identify a multi sensory experience ales place

A

When one or more of the five senses contribute to the perception of sensory experiences

42
Q

What is Hulten (2011) definition of a multi sensory experience

A

An individuals perception of goods/ services or other elements in a service process as an image that challenges the human mind and senses

43
Q

How does SM differ from TM and RM

A

Through it’s emphasis on the multi sensory experience

44
Q

What were the conclusions of hultens (2011) work

A

Multi sensory brand experience is critical in differentiating distinguishing and positioning a brand in the human mind

Senses can reinforce a positive feeling following experiential logic that creates individual value and brand image

45
Q

What does Krishna find

A

Marketing communication is characterised by multidimensional conversations with products finding their own voices

46
Q

What is the definition of sensory marketing

A

Marketing that engages the consumers senses and effects their perceptions judgements and behaviours

47
Q

Stimulus orientation and mental stimulation

A

Changing products depiction leads viewers to imagine interacting with a product and can therefore increase purchase intention

Handiness increases mental stimulation

48
Q

Dynamic imagery

A

Allows for images in the mind to continue in motion creating higher engagement

49
Q

What is haptic advertising

A

Messages incorporating a touch element are perceive as more persuasive

50
Q

Offlictuary advertising

A

Pictures can improve verbal memory

Smell can enhance effectiveness

51
Q

What is proximity

A

Things seen as close together are perceived more related

52
Q

What is similarity

A

Things that are similar to one another are perceived to be more related than those that are disimilar

53
Q

What is sensory overload

A

Exposed to far more information than can be processed

54
Q

What is whole foods an example of

A

Multi sensory experience- Hulten (2011)

Scents of bakery
Pop music
Offers taste samples
Customers invited to touch

55
Q

What was the sales increase in the ikea study (Hulten 2012)

A

64.5%

56
Q

What is lucozade and example of

A

Repositioning

Used to be seen as a drink for ill people that provided glucose, now market d as an energy drink

57
Q

What are semiotics

A

Concerned with exploring the links between signs, symbols and their meanings

58
Q

What is tobi

A

Tracking in shopper research- can help test what stimuli people attend to

Useful in supermarket settings where tons of stimuli try to grab attention and products are of close proximity

59
Q

What did Milan find

A

Shoppers spent 38% more time in store when sound is played

60
Q

What is eve mattress

A

Links to touch

Given 100 day trial

61
Q

What does pierce identify

A

Every message has 3 basic concepts

Object- product
Sign- sensory imagery
Interpretant- meaning derived

Malboro man and coke

62
Q

What is hultens framework of sensory marketing

A

Sensory strategies
Sensors
Sensations
(Atmospherics, auditory, visual, gastronomic and tactile

63
Q

What is Asda doing

A

For Halloween worked with google to make a 360o video that was shopable

64
Q

4d cinemas

A

Opens new opportunities for marketers

65
Q

What are McCain’ doing

A

Released aroma from bus shelters and have rewarded passers with coupons when they give the poster a high 5

66
Q

What do Pine and Gillmore (1998) argue

A

Consumers desire experiences
We live in an experience economy
And experience occurs when companies use services as the stage, goods as the props to engage consumers in ways that create a memorable event

67
Q

What are the characteristics of experiences

A

Consumer participation- passive v active
Connection- absorption v immersion

Entertainment
Educational
Escapist
Estethic

68
Q

What are the components of designing memorable experiences

A 
Theme experience 
Harmonise impressions with positive cues 
Eliminate negative cues 
Mix in memorabilia 
Engage all 5 senses
69
Q

What do pine and gillmore say about the importance of engaging all 5 senses

A

Should support and enhance theme
More memorable the more senses engaged
Rainforest cafe uses all 5 with mist and is impossible to be unaffected
Not all sensations are good e.g duds and suds

70
Q

What is closure

A

The tendency for people to fill in the missing elements of an incomplete picture

71
Q

What are the 5 sensations outlined by Hulten

A 
Atomospheric 
Auditory 
Visual 
Gastronomic 
Tactile
72
Q

What does marketing week say about VR

A

Increased use of VR including those with added sensory experiences involving taste and smell

73
Q

What does sheldon say

A

After they eye the hand is the first sensor the pass on acceptance

74
Q

What is hyperlatability

A

Flavour that stimulates the appetite

75
Q

What is novelty

A

Deviation from the expected likelihood

Consumer Behaviour (4 decks)

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