Perception(chapter 2)

Question 1

Are people more likely to notice the difference between 10 grams and 20 grams, or the difference between 110 grams and 120 grams?

Answer 1

Difference between 10 and 20 because according to weber’s law people notice the significant difference relative to the smaller difference from 110 and 120.

Question 2

What is the absolute threshold?

Answer 2

minimal level of stimulus intensity needed to perceive.

Question 3

Differential Threshold

Answer 3

Just noticeable difference (JND) refers to the minimum amount of change in a stimulus that a consumer can notice (sizing, visual identity), gustatory, cognitive example packaging diff

Question 4

Sensory Marketing

Answer 4

Marketing that engages the consumer’s senses and affects their perception, judgement and behaviour

Question 5

what is the goal of sensory marketing?

Answer 5

to create an integrated(all elements of the brand experience), specialized(unique to the brand), and consistent (across repeated experiences)brand experience.

Question 6

Are there any problems with sensory marketing?

Answer 6

yes if it is invasive it can be trigger negative reactions.

Question 7

Sensation

Answer 7

The immediate response or detection of our sensory receptors to exposure to physical stimuli such as light, colour, sound, scent, texture, and taste.

Question 8

Perception

Answer 8

process by which people select, organize, and interpret sensation

Question 9

What are the stages of perception

Answer 9

1. Exposure (initial stage): A stimulus comes within the range of sensory receptors
2. Attention: Devoting mental activity to a stimulus
3. Interpretation: Meaning assigned to sensory stimuli. Meaning can be shaped by expectations.

Question 10

Explain the Delboeuf illusion

Answer 10

Applies to food on a plate. Size perception is relative, smaller dinnerware can decrease consumption because of visual illusions

Question 11

Elongation Bias

Answer 11

Tall, slender packaging decreases actual consumption and increases perceived consumption.

Question 12

If you want to give a 30% quantity bonus to your consumer (for free) should you package in 1D or 3D?

Answer 12

1D (More noticeable)

Question 13

If you need to decrease volume of a coffee can by 10% and hold price constant, should you decrease your package in 1D or 3D?

Answer 13

3D (less noticeable)

Question 14

You should (upsize/downsize) in 1 Dimension

Answer 14

upsize

Question 15

You should (upsize/downsize) in 2 Dimension

Answer 15

downsize

Question 16

subliminal messaging

Answer 16

sub-conscious perception of a stimulus, below
the absolute threshold level

Question 17

Mere Exposure effect

Answer 17

People tend to develop a preference for things merely because they have been previously exposed to it; it feels familiar.

Question 18

What is the reason behind us liking familiar things?

Answer 18

Familiarity–>Safety–>Liking
Familiarity–>fluency–>Liking

Question 19

Sam assumes that the mere exposure effect works indefinitely is this assumption correct?

Answer 19

NO! Adaptation happens when people no longer pay attention to/start to dislike a stimulus that becomes too familiar

Question 20

Sensory Overload

Answer 20

People are exposed to far more information than they are able to or willing to mentally process

Question 21

Perceptual Defence

Answer 21

Consumers ignore stimuli that are offensive, unpleasant, or threatening. (e.g. cigarette packaging)

Question 22

Perceptual Selectivity

Answer 22

People attend (devote mental activity) to only a small portion of the stimuli to which they are exposed depending on a wide variety of stimulus-related or motivational factors.

Question 23

What is the shape of the graph of the relationship between fear and attitude change?

Answer 23

U-shape

Question 24

Advertising characteristics that are more likely to capture attention

Answer 24

Pleasant Stimuli (attractive, funny, entertaining)
Surprising Stimuli (novel, unexpected)
Easy to process, fluent
Perceptual vigilance: consumer more aware when related to their current need

Question 25

Branded House

Answer 25

strategy where more than one company’s products are sold under one name/branding umbrella.

Question 26

House of Brands

Answer 26

a brand architecture strategy that markets a company’s various products or services independently from one another. cocacola selling coffee, orange juice etc

Question 27

What are the benefits of product line extention?

Answer 27

Recruit new consumers and increase the brand’s market share

Question 28

What are the draw backs of product line extension?

Answer 28

Cannibalization

Question 29

Interpretation

Answer 29

Meaning assigned to sensory stimuli. This meaning depends on people’s beliefs

Question 30

Interpretation can be shaped by …

Answer 30

expectations

Question 31

Expectancy effects in marketing

Answer 31

How beliefs about a
brand or a product influence the sensory perception and the behavioural effect of products, independently of their physical characteristics

Question 32

Demand effect

Answer 32

changes in behaviour by experimental subjects due to cues about what constitutes appropriate behaviour

Question 33

What are potential solutions to the demand effect?

Answer 33

Anonymity, Individual cubicles, Implicit measurements

Question 34

Mental simulation (Mental imagery)

Answer 34

quasi-perceptual experience; it resembles perceptual experience, but occurs in the absence of the appropriate external stimuli.

Question 35

what is an example of expectancy effects

Answer 35

Consumers expect efficient medicine to taste bad, so perhaps, a bad-tasting medicine might work better through placebo effects