sensation & perception Flashcards
What are the 4Ps of marketing that marketers use to influence consumer perception?
Price, Product, Promotion, Place
What is the definition of sensation?
The process of sensing our environment through touch, taste, sight, sound, and smell
What is perception?
The way we interpret sensations and make sense of our environment
How does sensation affect consumer attention?
Sensation captures the attention of customers by providing immediate and direct responses to stimuli
What are examples of stimuli that can capture consumer attention?
- Products
- Packages
- Brand names
- Advertisements
What are the sensory receptors for the five senses?
- Eyes
- Ears
- Nose
- Tongue
- Skin
What is an absolute threshold?
The minimum intensity of stimulus required to be perceived
What is a differential threshold?
The lowest level at which a person can detect a difference between ‘something’ and ‘nothing’
What happens to the absolute threshold after prolonged exposure to stimuli?
It increases due to sensory adaptation
What is sensory adaptation?
The process where an individual becomes less sensitive to constant stimuli over time
What is experiential marketing?
Engaging consumers through branded experiences, such as pop-up stores
What is guerrilla marketing?
A marketing tactic using surprise or unconventional interactions to promote a product
What is product placement?
A type of branded entertainment where products are featured in movies or TV shows
What is the Just Noticeable Difference (J.N.D.)?
The minimal difference in stimulation detectable between two similar stimuli
What should marketers do for positive changes to attract consumer attention?
Apply changes at J.N.D. or above
What should marketers do for negative changes to avoid too much attention?
Apply changes below J.N.D.
What are the three elements of perception?
- Perceptual Selection
- Perceptual Organisation
- Perceptual Interpretation
What is selective exposure?
The tendency of consumers to seek out messages that they find pleasant or agreeable
What is selective attention?
The heightened awareness of stimuli that meet consumer needs or interests
What do Gestalt principles explain?
How individuals perceive and understand what they see, organizing stimuli into groups
What are the four Gestalt principles?
- Figure - Ground
- Proximity
- Closure
- Similarity
What does the figure-ground principle refer to?
The relationship between an object and its surrounding area
What does the proximity principle state?
Objects that are physically close to one another are perceived as related
What is the closure principle in perception?
The mind’s tendency to see complete figures or recognize familiar patterns
What does the similarity principle state?
Objects that look similar are grouped together and perceived to have the same function
What are perceptual distortions?
Influences that distort individual perceptions, such as stereotypes
What are the factors that trigger stereotypes?
- Physical Appearance
- Descriptive Terms
- First Impressions
- Halo Effect
What is consumer imagery?
Consumers’ perceived images about product services, prices, product quality, retail stores, and manufacturers
How can companies promote their messages effectively?
By understanding the three elements of perception and consumers’ sensory thresholds
What is consumer imagery?
Refers to consumers’ perceived images about product services, prices, product quality, retail stores and manufacturers.
What are the three elements of perception?
- Perceptual Selection
- Perceptual Organisation
- Perceptual Interpretation
How can companies benefit from understanding consumers’ sensory threshold?
They can determine the type and intensity of stimuli to introduce.
What are Gestalt Principles?
Psychological principles that help consumers organize their selected stimuli.
What can cause consumers to interpret and distort information?
Stereotyping.
List factors that trigger stereotypes.
- Physical Appearance
- Descriptive Terms
- First impressions
- Halo Effect
What is the absolute threshold in sensation?
The minimum level of stimulus intensity that can be detected.
What is the differential threshold?
The smallest difference in stimulus intensity that can be detected.
True or False: The halo effect can influence consumer perception.
True
What should businesses do to stand out among competitors?
Explain their offering clearly and attractively.
What are the five types of sensory stimuli to encourage attention?
- Taste
- Smell
- Sight
- Touch
- Sound
Fill in the blank: The banner designed for selective exposure should be visually _______.
attractive
What is selective attention?
The process of focusing on certain stimuli while ignoring others.
What is the role of perceptual organisation?
To help consumers make sense of the stimuli they encounter.
What is the significance of first impressions in a retail setting?
They are crucial for attracting customers upon their entry.
What should the background music in a shop reflect?
The shop’s brand identity.
What is the purpose of using descriptive terms in marketing?
To appeal to shoppers and enhance their perception of the brand.
What visual strategy can be employed using Gestalt principles?
Utilize figure and ground relationships to convey dual meanings.
What is the goal of harnessing stereotypes in marketing?
To influence consumer perception of the brand or product.
What is the importance of coherence in color schemes for a shop?
It reflects the shop’s brand identity.
Fill in the blank: The fragrance sprayed in a shop must be of sufficient _______ for shoppers to detect it.
concentration
What should be ensured about stimuli used in marketing?
They should be above sensation threshold.
What is the role of strategic lighting in a retail environment?
To highlight key messages and products.
True or False: Negative differences in stimuli should be obvious.
False
What is the purpose of using sampling in marketing?
To enhance taste and encourage product trial.
What should be done to ensure a pleasant shop environment for selective exposure?
Design the shop to be visually appealing.
