Sensation and Perception 1

Question 1

Dead dog story - woman said that computer parts were in the bag and it was actually her dog, so in conclusion, he has the sensation and perception to support what she said so he stole it

Answer 1

Dead dog story

Question 2

— The process by which our nervous system receives and represents stimuli from the environment via our 5 senses

— Raw energy transformed into neural signals which are sent
to the brain

Answer 2

Sensation

Question 3

— Process of retrieving, selecting and interpreting
environmental stimuli with the five senses.

— Meaning/interpretation given to sensory information

Answer 3

Perception

Question 4

____ is the communication gateway to the consumer.

Answer 4

Perception

Question 5

“even in the dark” - ___ and ___ packaging

Answer 5

coke and toberlone

Question 6

___ isn’t a copy of sensory information reality

— Visual Capture: tendency for vision to dominate the
other senses

— Human beings make systematic errors in their
perceptions that can be exploited by marketers

Answer 6

Perception

Question 7

Inaccuracy of perception - “heavier” vs “lighter”: bottom/top and left/right.

Bottom-right is___ (don’t put images here

Answer 7

“heavier”

Question 8

____’s law: ability to retain short term memory. Can vary in terms of expense.

If it’s going to go into long term memory, it first has to go into short term memory

Answer 8

Miller’s law

Question 9

We tend to remember things that ___ to ___ because we are the center of our schemas. Egocentric - remember objects as they relate to us

Answer 9

apply to us

Question 10

Sensation thresholds. ____ ____. The minimum stimulation need to detect a particular stimulus 50% of the time. This can vary with age

Answer 10

Absolute Thresholds

Question 11

Sensation thresholds. ____ ____ ____. Understand why pp respond differently to the same stimuli and why the same pp’s reaction changes in different circumstances

detecting a stimulus is jointly determined by the
signal and the subject’s criterion (bias)

Answer 11

Signal Detection Theory

Question 12

Sensation thresholds. ____ ____ ____. Minimum difference a person can detect between any
2 stimuli half the time
— Weber’s law: ___ a function of proportions

— Sales and package-pricing: 20% to be noticed

Answer 12

Just Noticeable Difference (JND):

Question 13

Absolute Threshold. ___ ___ ice cream changed from 1 pt to 14.3 oz, weight difference just below the noticable difference (and charged the same)

Answer 13

Haagen Dazs

Question 14

Absolute Threshold. ___ should be readable by people in 6 secs or less, shouldn’t have more than 6 words

Answer 14

Billboards

Question 15

Sensory Threshold. ____: the process of becoming desensitized
to sensual stimuli.

Adaptation level theory suggest that if a stimulus doesn’t change we will habituation and notice it
less.
— By being original and unexpected = surprises
consumer = keeps interest

Answer 15

Adaptation

Question 16

___ of ___. Usage of color: warm colors increase consumer’s motivations/behaviors/excitement

but, can backfire. Superbowl commercials and violent TV and memory for commercials

Answer 16

Applications of Arousal

Question 17

____ _____ influences. Consumers attend to

information consistent with their current knowledge and expertise.

Answer 17

Voluntary attention influences

Question 18

____ _____ influences. ability to attend to information is rooted in the nature
of the stimulus.

Answer 18

Involuntary attention influences

Question 19

___ and eye tracking. Frequency > size

Answer 19

Attention and eye tracking

Question 20

Types of Exposure. _____ exposure. The highly selective nature of consumer exposure is a
major concern for marketers

— Failure to gain exposure results in lost communication
and sales opportunities.

Answer 20

Selective Exposure

Question 21

Types of Exposure. _____ exposure. Although consumers often avoid commercials and
other marketing stimuli, sometimes they actively seek
them out for various reasons
— E.g. purchase goals, entertainment, and information.

Answer 21

Voluntary Exposure

Question 22

Why is ____ ___? “If consumers didn’t have selective attention, they
would be so overloaded with information in the
marketplace that they wouldn’t be able to function
effectively.”

Answer 22

Why is attention selective?

Question 23

DVR and ___ ____. Strategies to help in a DVR world:

Ad compression (shorter ads that play at normal speeds when you ff

Still-frame ads

Hybrid ads (ad that looks like the show you’re watching)

Interactive ads (go to this website!)

Dynamic ad placement (chose which ad you watch)

Product positioning (Sex and the City shoe worn by main character)

Make fun of the fact that ads are being skipped (You can’t skip this geico ad because its already over)

Answer 23

DVR and Selective Attention