Unit 3 - Exposure, attention and interpretation

Question 1

on the perceptual process

Answer 1

• marketing stimulus plays a role in determining whether the consumer will make sense of it or even notice it at all

Question 2

The meaning of a stimulus is interpreted by

Answer 2

the individual, who is influenced by their unique biases, needs and experiences.

Question 3

process of perception

Answer 3

exposure, attention and interpretation

Question 4

Exposure/Sensation:

Answer 4

immediate response of our sensory receptors (e.g. eyes, ears, nose, mouth, fingers) to such basic stimuli as light, colour and sound.

Question 5

Perception

Answer 5

stimuli are selected organised and interpreted

Question 6

interpretation

Answer 6

we process raw data (sensations). Focuses on what we add to or take away from these sensations when we assign meaning to them.

Question 7

The schema to which an objects is assigned is crucial

Answer 7

to evaluate an object at a later time.

Question 8

selective exposure

Answer 8

when consumers tune into messages that they find pleasant or with which they are sympathetic, and they actively avoid painful or threatening ones.

Question 9

selective attention

Answer 9

consumers’ heightened awareness of stimuli that meet their needs or interests and minimal awareness of stimuli irrelevant to their needs.

Question 10

perceptual defence

Answer 10

takes place when consumers subconsciously screen out stimuli that they find psychologically threatening, even though exposure has already taken place

Example: Surveys showed that most smokers no longer pay attention to the written warning labels on cigarette packs, some laws now require tobacco firms to feature graphic health warnings on cigarette packs and vary the text of these messages.

Question 11

perceptual process stages

Answer 11

1. primitive categorisation
2. cue check
3. confirmation check
4. confirmation completion

Question 12

on primitive categorisation

Answer 12

the basic characteristics of a stimulus are isolated

Question 13

on cue check

Answer 13

characteristics of the product are analysed in preparation for the selection of a schema

Question 14

on confirmation check

Answer 14

the schema is selected and the consumer decides that a brand falls into a category

Question 15

on confirmation completion

Answer 15

a decision is made as to what the stimulus is

Question 16

marketers use perceptual maps for

Answer 16

positioning their products & brands

Question 17

Perceptual Map:

Answer 17

By identifying the important dimensions related to the brand/product, marketers ask consumers to place competitors within this space.

Question 18

Sensory Marketing:

Answer 18

Companies pay extra attention to the impact of sensations on our product experiences.

Question 19

on colours

Answer 19

• colours may influence our emotions more directly

- some colours create feelings of arousal and stimulate appetite (red) and others (blue) create more relaxing feelings

Question 20

company’s trade dress

Answer 20

covers all elements that make up the overall image of a product or service

this includes, but not limited to, the colour, shape, size, configuration, and packaging of a product

Question 21

marketing applications of colours

Answer 21

yellow - optimistic, youthful
red - energy 
blue - trust, security 
green - wealth 
orange - aggressive
black - powerful, sleek 
purple - soothing

Question 22

on smell

Answer 22

• odours can stir emotions and create feelings
• they can invoke memories
• consumers’ love of fragrances has contributed to a very large industry

Question 23

sound concepts

Answer 23

time compression and audio watermark

Question 24

time compression

Answer 24

• packs more information into a limited time by speeding up an announcer’s voice in commercials
• speaking rate is accelerated to about 120-130% of normal

Question 25

on audio watermark

Answer 25

parapapapa i’m lovin it

Question 26

on touch

Answer 26

researchers found that participants who simply touched an item for 30 seconds or less created a greater level of attachment to the product

Question 27

on taste

Answer 27

food companies go to great lengths to ensure that their products taste as they should

Question 28

sensory panellists

Answer 28

professional tasters recruited because they have superior sensory abilities

Question 29

on sensory thresholds

Answer 29

• some people are not capable of perceiving some stimuli
• 3 different types of sensory thresholds:

1. absolute threshold
2. differential threshold
3. subliminal perception

Question 30

The Absolute Threshold:

Answer 30

The lowest level at which an individual can experience a sensation

The point at which a person can detect a difference between “something” and “nothing” is that person’s absolute threshold for that stimulus

Question 31

Sensory adaptation:

Answer 31

We experience sensory adaptation, that is, becoming accommodated to a certain level of stimulation and becoming less able to notice particular stimulus.

Question 32

the differential threshold

Answer 32

minimal difference that can be detected between two similar stimuli

It is also called Just Noticeable Difference (JND)

Question 33

subliminal perception

Answer 33

people can be stimulated below their level of conscious awareness as well

they can perceive stimuli without being consciously aware that they are doing so

Question 34

Physical stimuli that affect consumers’ perceptions of products and evoke attention include

Answer 34

the product itself, its attributes, package design, brand name, advertisements, commercials (including copy claims, choice and sex of mode, positioning of model, size of ad, and typography), and placement of promotional messages within the advertising space.

Question 35

on personal expectations

Answer 35

In a marketing context, a person tends to perceive products and product attributes according to his or her own expectations.

Question 36

on stereotypes

Answer 36

biased notions that people carry in their minds about the meanings of various stimuli

Question 37

triggers of stereotyping

Answer 37

1. physical appearance
2. descriptive terms
3. halo effect (Apple iPod Halo Effect)

Question 38

Consumer Imagery:

Answer 38

it refers to consumers’ perceptions of all the components of products, services, and brands, as well as how consumers evaluate the quality of marketers’ offerings.

Question 39

perceived value by customers

Answer 39

customers’ view of the value they receive for their money is relative

Question 40

Perceived Quality:

Answer 40

If consumers do not perceive offerings as superior products that satisfy their needs and provide value, they will not purchase them.

Question 41

Price-quality relationship:

Answer 41

A situation occurring when consumers rely on prices as indicators of product quality and view more expensive products as having higher quality and value.