Perception(chapter 2) Flashcards
Are people more likely to notice the difference between 10 grams and 20 grams, or the difference between 110 grams and 120 grams?
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.
What is the absolute threshold?
minimal level of stimulus intensity needed to perceive.
Differential Threshold
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
Sensory Marketing
Marketing that engages the consumer’s senses and affects their perception, judgement and behaviour
what is the goal of sensory marketing?
to create an integrated(all elements of the brand experience), specialized(unique to the brand), and consistent (across repeated experiences)brand experience.
Are there any problems with sensory marketing?
yes if it is invasive it can be trigger negative reactions.
Sensation
The immediate response or detection of our sensory receptors to exposure to physical stimuli such as light, colour, sound, scent, texture, and taste.
Perception
process by which people select, organize, and interpret sensation
What are the stages of perception
- Exposure (initial stage): A stimulus comes within the range of sensory receptors
- Attention: Devoting mental activity to a stimulus
- Interpretation: Meaning assigned to sensory stimuli. Meaning can be shaped by expectations.
Explain the Delboeuf illusion
Applies to food on a plate. Size perception is relative, smaller dinnerware can decrease consumption because of visual illusions
Elongation Bias
Tall, slender packaging decreases actual consumption and increases perceived consumption.
If you want to give a 30% quantity bonus to your consumer (for free) should you package in 1D or 3D?
1D (More noticeable)
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?
3D (less noticeable)
You should (upsize/downsize) in 1 Dimension
upsize
You should (upsize/downsize) in 2 Dimension
downsize
subliminal messaging
sub-conscious perception of a stimulus, below
the absolute threshold level
Mere Exposure effect
People tend to develop a preference for things merely because they have been previously exposed to it; it feels familiar.
What is the reason behind us liking familiar things?
Familiarity–>Safety–>Liking
Familiarity–>fluency–>Liking
Sam assumes that the mere exposure effect works indefinitely is this assumption correct?
NO! Adaptation happens when people no longer pay attention to/start to dislike a stimulus that becomes too familiar
Sensory Overload
People are exposed to far more information than they are able to or willing to mentally process
Perceptual Defence
Consumers ignore stimuli that are offensive, unpleasant, or threatening. (e.g. cigarette packaging)
Perceptual Selectivity
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.
What is the shape of the graph of the relationship between fear and attitude change?
U-shape
Advertising characteristics that are more likely to capture attention
Pleasant Stimuli (attractive, funny, entertaining)
Surprising Stimuli (novel, unexpected)
Easy to process, fluent
Perceptual vigilance: consumer more aware when related to their current need
Branded House
strategy where more than one company’s products are sold under one name/branding umbrella.
House of Brands
a brand architecture strategy that markets a company’s various products or services independently from one another. cocacola selling coffee, orange juice etc
What are the benefits of product line extention?
Recruit new consumers and increase the brand’s market share
What are the draw backs of product line extension?
Cannibalization
Interpretation
Meaning assigned to sensory stimuli. This meaning depends on people’s beliefs
Interpretation can be shaped by …
expectations
Expectancy effects in marketing
How beliefs about a
brand or a product influence the sensory perception and the behavioural effect of products, independently of their physical characteristics
Demand effect
changes in behaviour by experimental subjects due to cues about what constitutes appropriate behaviour
What are potential solutions to the demand effect?
Anonymity, Individual cubicles, Implicit measurements
Mental simulation (Mental imagery)
quasi-perceptual experience; it resembles perceptual experience, but occurs in the absence of the appropriate external stimuli.
what is an example of expectancy effects
Consumers expect efficient medicine to taste bad, so perhaps, a bad-tasting medicine might work better through placebo effects
