Q&A psychologial core

Question 1

What is the difference between a sensation and a perception?

Answer 1

Sensation is when the stimulus impinges upon the receptor cells of a sensory organ. Perception is the awareness or understanding of sensory information.

Question 2

The Rule of thirds

Answer 2

thirds separates the canvas into six equal rectangles – two rows and three columns. By placing important elements at the crosspoints of the rectangles, they’re given visual importance while maintaining a visual balance

Question 3

The Golden Ratio

Answer 3

is a common mathematical ratio found in nature, which can be used to create pleasing, organic-looking compositions in your design projects or artwork

Question 4

Techniques to settle on a focal point are: 3

Answer 4

• Selective Focus: Keep the focal point focused and background blurry or vice versa.
• Exposure: Manipulate dark and light areas in an image to make the focal point pop.
• Light Source: Illuminate the focal point exclusively.

Question 5

A visual path is

Answer 5

a technique that takes the viewer’s gaze to a specific element

Question 6

When we talk about visual paths, there are two notable shapes:

Answer 6

• Z shape, in which the gaze starts at the top left, moves towards the right, then returns left and down diagonally before moving across to the right again.
• The F is similar to the Z, but instead of returning to the left on a diagonal down, it follows a line resembling how you would read a block of text.

Question 7

2 types eye tracking

Answer 7

• Mobile eye tracker: eyeglass frames
• Remote eye tracker
• output eye tracking

Question 8

output eye tracking: (heatmap an scanpath)

Answer 8

A heatmap is plotted from the data collected by tracking the movement of a visitor’s eyeballs at an individual element as well as the fixation length on that individual element.
Red areas are the regions that were fixated more. Green ones were fixated less.
A scanpath is an ordered set of fixations points (depicted by circles) connected by saccades (depicted by lines). The scanpath tells us the order of fixation of the different objects in the screen.
To represent eye- tracking data from several individuals, heatmaps representations are widely used.

Question 9

• Effects on smell physiological responses and mood: 2

Answer 9

o Smell produces both physiological and emotional responses
o People can feel tense or relaxed depending on the scent they smell

Question 10

• Smells and product trial:

Answer 10

o Smell can increase product trial but fit between smell and product is crucial

Question 11

• Smell and liking:

Answer 11

o Smell can attract consumers

Question 12

• Smell and buying:

Answer 12

o Providing a pleasant-smelling environment can have a positive effect on shopping behavior

Question 13

Synesthetic cross modal abstraction:

Answer 13

we recognize what sounds and images have in common and abstract them to store them independently. The sounds and shapes of the objects have characteristics in common that can be abstracted; for example, a “sharp”, “cutting” quality of a word, and the shape it describes.

Question 14

Mil/Mal effect

Answer 14

Association between high and front vowels (i/ as in heed, /æ/ as in had, /i/ as in heed, /u/ as in who’d ), and small objects; and low and back vowels, and large objects (Newman, 1933; Sapir, 1929).
That is, when individuals are asked to pair nonwords such as mil and mal with a small and a large shape, most will pair mil with the small shape and mal with the large shape.

Question 15

Maluma-Takete effect

Answer 15

Voiceless stop consonants (i.e., /p/, /t/, and /k/)and unrounded front vowels (e.g., /i/ as in heed) seem to be associated with sharp shapes; while sonorant consonants (e.g., /l/, /m/, and /n/), the voiced bilabial stop consonant /b/, and rounded back vowels (e.g., /u/ as in who’d), are associated with round shapes
One example is the maluma/takete effect: an association between certain phonemes (e.g., /m/, /u/) and roundness, and others (e.g., /k/, /ɪ/) and spikiness

Question 16

Endowment effect:

Answer 16

that most of their participants were unwilling to trade the lottery tickets they were given first for money, despite the latter having an obvious higher and risk-free value.
consumers are reluctant to return goods once they have purchased them.

Question 17

Haptic Cues

Answer 17

Studies have shown that the role of touch-based interfaces magnifies the Endowment Effect. So, the more tactile the experience of a product, this too will drive purchase behavior.

Question 18

what is most influencial store marketing tacitc

Answer 18

Interestingly tasting or sampling a product is the in-store marketing tactic that most influences consumers’ purchases and the marketing tactics that consumers notice the most

Question 19

Vestibular system“sixth sensory system,” which is responsible for balance and posture
standing (vs. sitting) postures

Answer 19

postures induce greater physical stress on the body, which in turn decreases sensory sensitivity
consumers rate the taste of pleasant-tasting foods and beverages as less favorable, the temperature as less intense, and they consume smaller amounts