Week 1: intro

Question 1

cross-modal correspondences

Answer 1

suprising associations/connections between different stimuli (soft teddyy beer)

Question 2

knowledge: electricy/epxerience/stimulus model

Answer 2

circle going trough everything./ The way we perceive stimuli and how it connects to our brain

experience & action —> stimuli –> electricity

Question 3

sensory marketing

Answer 3

understanding and translating back to consumers
- engages the consumers senses and affects their perception, judgement and behavior
- effects on learning, attitude, memory, behavior

Question 4

model krishna

Answer 4

sensation (all sensors) –> perception –> emotion & cognition

Question 5

grounded cognition

Answer 5

cognition that is affected by an unmoving physical condition that on is in or by movement of the body (nodding, makes me say other things)
- imagine already has effect when doing something

Question 6

grounded emotion

Answer 6

sensory perception effect on perceived emotion

Question 7

Kano model

Answer 7

looks at how consumers are depending/delighted on certain features
1. basic features: slowing down, not high level. Should be there, upset when not
2. performance features: more you have of it, more people like it/delighted
3. excitement features: gives extreme increase to customer delight

Question 8

Processes trough which sensory input affects responses

Answer 8

1. direct affective response: liking (Hardcore less liked then birds)
2. affective response to match stimuli and map we have in our brain: appropriateness (citrus scent and cleaning product is blue doesn’t match up)
3. response beyond sensory: associations (citrus scent liking to cleaning)
4. affecting the decision moment (change in environment impacting)

Question 9

2 types of influential factors

Answer 9

1. individual traits
   - optimal stimuli level (bell-curve)
   - highly sensitive persons
   - Need for touch (want it, also disgusted)
2. context/situation

Question 10

Model of perception process

Answer 10

sensory receptors –> exposure –> attention –> interpretation –> response

Question 11

multisensory

Answer 11

1. feature extraction: getting all the stimuli
2. interaction: where all features interact with each other
3. perception and integration: you don’t feel everything (your clothes). Would not be able to cop all features. Filtering is happening

Question 12

what is flavour

Answer 12

integration of:
- gustation (taste buds)
- retrosanal olfaction (smell)
- audition (crunch)
- oral somatosensation (texture, temperature)
also impact with: vision, audition, touch of outside

Question 13

spatial fusion

Answer 13

integration of different stimuli that forms one whole perception (even if certain stimuli are not real): praatpop

Question 14

quality fusion

Answer 14

people see certain colors to certain words, or days of the week. (Tuesday, purple etc). Also happens with music etc

Question 15

crossmodel integration

Answer 15

• perceptual gestalt: integration is pre-attentive
• without awareness
• semantics contributions not necessary

Question 16

crossmodel bias

Answer 16

occurrence of perception from one sense affects the perception of another (visual input can bias pain)

Question 17

crossmodal (in)congruence

Answer 17

determined by whether or not multi sensory info is related (nodding and speech understanding)

Question 18

McGurk effect/sensory dominance

Answer 18

(bah vs. pah)
- sensory dominance: info of sense, in cases of conflicting parallel inputs, may dominate over that of others weighted impact upon final perception (visual stronger then hearing)

Question 19

superadditivity

Answer 19

combination of similar stimuli works better, then every stimuli individual

Question 20

depression

Answer 20

one single stimulus gets surpassed with the presence of another stimuli

Question 21

2 schools of thought about flavour

Answer 21

1. modal: perception comes from sensations, is processed. We can not process without having a sensation before
2. amodal: perception is not grounded on having a earlier sensation. Based on info

Question 22

super vs non-tasters

Answer 22

supertasters: strong taste bitterness, less visual dominance, don’t get tricked easily, taste more

non-tasters: taste nothing, more influenced

Question 23

study with gum

Answer 23

white squares perception of menthol
black release of sugar
line is mint flavour

results: perception was inline with release of sugar (not mint flavour)
- sugar was more oddur

Question 24

study with almond and cherry

Answer 24

sniff bottle and something in their mouth
- people detected more cherry when they had almond & sniff together
- less when only taste, or sniff with water
- supperadditivity works

Question 25

prospect theory

Answer 25

our perception of gaining something is less heavy then our perception of losing (losing money vs. gaining money). That;s why assimilation/contrast line is assymetrical

Question 26

sensory incongruity

Answer 26

• only good when involves fun/suprising

Question 27

bayes’ theorem

Answer 27

probability of an event, based on prior knowledge of condition that might be related to the event
- we have priors in our brain, only if we have new info not really match when our brain tries to match it. If it matches, no attention. If it doesn’t match, more attention is given
- expresses how a degree of belief, expresses as a probability, should rationally change to account for availability of related evidence (don’t look at the floor, you expect it to be there)

Question 28

anderson’s illusion

Answer 28

same colour, different background (but people perceived it differently)