Session 5

Question 1

Perceptual process

Answer 1

Sensation -> perception

Sensation -> exposure -> attention -> interpretation

Question 2

Sensation : definition

Answer 2

Immediate response of sensory receptors to sensory stimuli

Question 3

Perception : definition

Answer 3

PRocess of selecting, organizing and interpreting the sensation

Question 4

Sales method : auction or best offer background color : white, blue or red ?

Answer 4

Auction

• Consumers compete against each other to give the highest bid
• Red background increases the willingness to pay due to agressive and competitive mindset

Best offer

• Consumers compete with the seller to acquire the product at the lowest price possible
• Red background decreases the consumers willingness to pay for the product

Question 5

Sight : elongation bias

Answer 5

Taller of two objectfs will appear bigger desipte their volumes being equal

ex: glasses, pizza

Question 6

Would consumers choose unhealthy food options more when it smells loke cookies around to it or smells like strawberries ?

Answer 6

• Cookies scent for long duration : decreases unhealthy choices (exposure to the scent for a long time satisifies the need for indulgence)
• Cookies scent for short duration : increases unhelathy choices because it doesn’t satisfies the need for indulgence

Question 7

Can the pitch of the background noise in a restaurant influence consumer’s order?

Answer 7

Low pitch from strangers : less likely to try new dish because it induces anxiety

This effect disappears when the source of the sound is benign ( no treath, no need to be anxious)

Question 8

Mere touch : power vs dark side

Answer 8

Power of the mere touch
Increases tips

Dark side of the mere touch

• Accident interpersonal touch decreases product evaluations
• Consumers are less likely to purchase products when theey think a stranger recently touched the product

Question 9

Exposure : definition + 3 types

Answer 9

When a stimuli enters the range on an individual’s sensory receptors

• Absolute threshold
• Differential threshold (just noticeable difference)
• Subliminal perception

Question 10

Exposure : absolute threshold

Answer 10

Minimum amount of stimulation that can be detected on a sensory channel

Question 11

Exposure : Differential Threshold

Answer 11

Ability of a sensory system to detect changes within or between stimuli

Question 12

When brands market new products, they want to make sure the consumer would notice the difference compared to the new product : they want the difference to be ___

Answer 12

When brands market new products, they want to make sure the consumer would notice the difference compared to the new product : they want the difference to be above the differential threshold

Question 13

Brands sometimes do no want consumers to notice the changes they make to a new product, especially when ___

Answer 13

Brands sometimes do no want consumers to notice the changes they make to a new product, especially when they decrease the amount of the product

Question 14

Exposure : subliiminal perception

Answer 14

Perception of stimuli below the level of consciousness

ex: consumers who were subliminally primed with an appele logo had a goal to be creative

Question 15

Attention : definition

Answer 15

Brain’s processing activity is devoted to a stimulus

Question 16

Attention : perceptual selectivity (2 types of factors)

Answer 16

• Personal factors
• Stimulus factors
  *

Question 17

4 personal factors

Answer 17

• Perceptual filters : not paying attention from a filtered source (ex: FOX news)
• Perceptual vigilance : paying attention to information relevant to a pressing need (database when writing report)
• Perceptual defense : not paying attention that you don’t want to know (issue that makes me sad)
• Adaptation: not paying attention to information due to overexposure and familiarity (jannah, hanene) /

Question 19

4 stimulus fators

Answer 19

• Size
• Colour
• Position (netflix movie)
• Novelty (ex: windex bus stop)

Question 20

Interpretation: definition

Answer 20

Meanings people assign to sensory stimuli

ex: kids who tasted carrots put in a McDonald’s pack found the carrots more delicious compared to kids who tasted carrots without a brand cue

Question 21

Interpretation : schemas and categorization

Answer 21

Schema and mental categorization consumers have in their brains leads to different interpretation of sensory stimuli

ex: if my schema regarding white wine includes :”old people’s drink, cheap, not tasty”; I won’t like the white win in tasting

Question 22

Stimulus organization : 3 principles

Answer 22

• Principles of closure
• Principle of similarity
• Principe of figure-ground

Question 23

Principle of closure: definition

Answer 23

Tend to perceive incomplete stimuli as being complete

ex: IBM

Question 24

Principle of similarity : definition

Answer 24

People tend to group together objectfs that share similar characteristics

ex: KIA ad (make the product stand out)

Question 25

Principle of figure-ground : definition

Answer 25

Simplify an image into the main object (figure) and background (or ground)

ex: vase,tree