Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

Consumer Behaviour > Perception - Week 2 > Flashcards

Perception - Week 2 Flashcards

1
Q

Perception

A

Is 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 meanings.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

Stimuli

A

Input of information processing
Consumers are exposed to loads of stimuli (including those provided from marketing).

Only few are noticed and even fewer attended
Even when consciously processed, stimuli might not be processed objectively

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

Sensation vs perception

A

Sensation - immediate response to a stimuli provided by sensory reception

Perception - stimuli are selected organised and interpreted adding meaning

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

Selective exposure

A

Consumers are often in a state of sensory overload, exposed to too much info and are unable and unwilling to profess all of the info at their disposal.

May involve perceptual vigilance or perceptual defence

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

Perceptual defence

A

Inhibits potentially threatening or unpleasant stimuli

Can be overcome with shock advertising
Woman’s aid - brushing pcs
PETA - woman hanging next to pigs hanging
NSPCC

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

Perceptual vigilance

A

Consciously or unconsciously filtering stimuli for relevance

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

Sensory systems (SSSTT)

A 
Sight 
Sound
Smell
Tough
Taste
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

Sight

A

Sight - marketers rely heavily on visual element in advertising, store design and packaging. Colours are rich in symbolic value and cultural meaning and can be critical spurs to sales

Red colour of passion, excitement energy. Virgin
Using size to get attention, VW example

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

Sound

A

Can affect peoples feelings and behaviours

Suzuki’s uses of music to inject fun into brand

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

Smell

A

Some smells more acceptable that others (fish counter v bakery)
Odours can stir the emotions or have a calming effect, they can invoke memories or relieve stress

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

Touch

A

Tactile cues can have symbolic meaning
Sheldon and arens - after the eyes, hand the fist sensor to pass on acceptance. If object is most attractive but unfavourable to hand then won’t get popularity it deserves

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

Taste

A

Can contribute to our experiences of many products

Marmite you either love or hate it

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

Absolute threshold

A

The lowest level of input to be detected by the various sensory receptors in the human body

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

Differential threshold

A

the point at which we notice a difference between two stimuli

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

Differential threshold examples

A

Just noticeable difference (jnd) - the minimum change in sensation necessary for person to detect it. (Cadbury’s bar examples - each bar is stimuli, so the difference between he 2)

Weber’s law - the stronger the initial sensory stimulus the greater the additional intensity needed for the second stimulus to be perceived as different

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

Attention

A

Degree to which consumers focus on stimuli during exposure; which typically depends on: personal specific factors and stimulus specific factors

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q

Personal specific factors

A

Need/motivation
Attitude ls
Adaptation level
Attention span

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
18
Q

Stimulus specific factors

A 
Colour
Movement
Position of message
Novelty
Human attraction
Participation
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
19
Q

Interpreting stimuli

A

Gestalt psychology

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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
20
Q

Creating meaning

A

Priming
Symbolic consumption
Polysemy

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
21
Q

Priming

A

Where consumers assign meaning based on the set of beliefs held

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
22
Q

Symbolic consumption

A

Where the meanings attached to the act of consuming the goods, for example trendiness, wealth, femininity etc

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
23
Q

Polysemy

A

Where consumers project their own experiences and aspirations to assign meaning

24
Q

The role of symbolism

A 
Every message has 3 basic components 
Object
Sign
Interpretant
Marlboro man advert
3 triangle diagram - Solomon
25
Q

Perceptual mapping

A

Try to decide the key criteria customers are using to judge our offerings
Help find gap in market and reposition

Burberry example - Solomon
Computer examples -szmigin and piacentini

26
Q

Types of perceived risk

A 
Financial risk
Performance or functional risk
Physical risk
Social risk
Time risk
27
Q

Perception can be

A

Limited and highly subjective

28
Q

The perceptual process

A 
Exposure to stimuli
Sensory receptors 
Attention
Interpretant
Response
29
Q

Levine

A

Sight accounts for 80% of perception

30
Q

People want to touch before they buy

A

What does this mean for online shopping?
Asos new try before you buy
Eve mattress only online - 100 day trail

31
Q

Taste can be culture bound

A

Kitkat green tea

32
Q

Adaptation

A

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

33
Q

Sensory thresholds

A

Absolute
Differential
Adaptation

34
Q

Attention (Solomon)

A

When brand evaluation is taking place. There is greater attention

Companies need to find different ways to get attention

Movement can be effective

Shock advertisement can backfire -wwf

35
Q

Interpretation (Solomon)

A

May depend on existing schemes

36
Q

Perceptual risk (Solomon)

A

Peoples behaviour is mediated by their subjective perceptions of risks when:
New market and offering
Little info about product or service
There are major difference between brands
The consumer has limited experience of products class
The purchaser may be likely to be judged by others for the purchase decision

37
Q

Kotler - atmospherics

A

Store atmosphere

Sight sound scent and touch are major sensory channels

38
Q

Vision and smell alone not enough for consumers to evaluate products…

A

Want other important info such as the form, sturdiness, textures, or weight of a product that the sense of touch might convey (hulten)

39
Q

Visual and olfactory sensory cues encourage hem to…

A

Stay longer in an emotionally appealing atmosphere at point of purchase
Results in more purchases
(Hulten)

40
Q

Positive impact of touching behaviour (wine glass)

A

More time touching wine glass, the greater the probability of making a purchase.
Increased touching - sales increased 64.5%

41
Q

Dynamic imagery

A

Allows for images within the mind to continue in motion, creating a higher engagement.
In experiment more dynamic logo lad to more favourable attitude

42
Q

Peck and wiggins

A

Incorporating touch in message is more persuasive than one without

43
Q

Nielson

A

Almost every television ad includes music
Faster tempo can evoke more positive feelings
Repetitive rhythm can generate more energy

44
Q

Consumers look for and buy…

A

Emotional experiences around what has been bought and no longer buy products and services Alone.

45
Q

Volvo

A

Put a lot of effort into making car smell good

S80 model recommended for allergenic environment

46
Q

Ambercromie and Fitch

A 
Sound strategy 
Expressed through famous songs mixed to create right atmosphere
V loud 
Give impression of night club
Employees dance
47
Q

Ikea

A

Touch
During summer 2007, company let customers stay the night to feel the bed and how it was for a night in bed
See it feel it try it buy it

48
Q

SM (sensory marketing) model highlights the significance …

A

Of multi sensory brand experience in differentiating; distinguishing and positioning a brand in the human mind as an image

49
Q

Pine and Gilmore 4 realms of experiences

A

Education
Entertainment
Esthetic
Escapist

50
Q

Nike town stores

A

Use basketball court and virtually play against NBA players
Could buy customised t shirt
Photos commemorating

51
Q

Characteristics of experiences

A

Customer participation

Connections

52
Q

Designing memorable experiences

A

Theme the experience - entertainment - Hard Rock Cafe

Harmonise impressions with positive cues
Eliminate negative cues
Mix memorabilia (Rolling Stones concert goer)
Engage all five senses

53
Q

Engaging all five senses in experience

A

The more senses - more effective and memorable
The most at rainforest cafe - speaks serially to all five senses. It is first apparels as a sounds…sszzzsss. Then you see it rising from rocks and feel the soft and cool against skin. Finally you Smell it’s tropical essence and imagine tasting the freshness

Need to keep refreshing experiences tho as have recently encouraged trouble because of not doing so

54
Q

VR

A

Asda - 360 online show of there Halloween stuff

55
Q

Attention - trout

A

Americans repeatedly buy the same 150 products, it’s hard to get something new on the radar

56
Q

Like shim et al says reverse socialisation is occurring with the digital native generation teaching adults. So the mix of the teen market and the newly trained adults turning digital could be a big potential to expand experience online

A

L2 question

Consumer Behaviour (3 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions