Perception & Comprehension

Question 1

Perception is…

Answer 1

The process through which incoming stimuli are registered by one of our five senses: vision, hearing, taste, smell, and touch

Question 2

What are the two types of thresholds?

Answer 2

1. Absolute threshold
2. Differential threshold

Question 3

What is the absolute threshold?

Answer 3

Minimum level of stimulus intensity needed for a stimulus to be perceived

Question 4

What is the differential threshold?

Answer 4

Minimum level of difference between two stimuli for the difference to be perceived

Question 5

What is Just Noticeable Difference (J.N.D.)?

Answer 5

Incremental change required to detect a difference between two similar stimuli

Question 6

What is Weber’s law?

Answer 6

JND is not an absolute value, but an amount relative to the intensity of the first stimuli

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

Question 7

What are the two competing approaches to perception?

Answer 7

1. Bottom-up reductionist approach
2. Top-down holistic approach

Question 8

What is the Bottom-up reductionist approach?

Answer 8

People initially perceive specific features in a visual display and then integrate the specific features into a perception

Question 9

What is the Top-down holistic approach?

Answer 9

People perceive the most coherent organization of the available information to generate a meaningful interpretation

Question 10

How do marketing stimuli affect our thought process?

Answer 10

1. The five Marketing stimuli
2. Exposure
3. Attention
4. Perception
5. Comprehension

Question 11

Comprehension is…

Answer 11

The process of extracting higher-order meaning from what consumers have perceived

Question 12

What are the two types of message comprehension?

Answer 12

1. Objective comprehension
2. Subjective comprehension

Question 13

What is Objective comprehension?

Answer 13

The extent to which consumers accurately understand the message a sender intended to communicate

Question 14

What is Subjective comprehension?

Answer 14

What the consumer understands from the message, regardless of whether this understanding is accurate; can be understood as inference making

Question 15

When should you consider fast movement?

Answer 15

When consumers prefer a small product size due to considerations of portability

Question 16

When should you consider slow movement?

Answer 16

When marketers use a value-based positioning for certain products