week 2 Flashcards
What are the three stages of perception?
Exposure – When a stimulus comes within range of sensory receptors.
Attention – The degree of mental processing devoted to a stimulus.
Interpretation – Assigning meaning to sensory stimuli.
What are the five sensory systems used in marketing?
Sight – Colors, size, and styling influence emotions.
Smell – Scents create emotional responses and brand associations.
Hearing – Music and sound affect mood and decision-making.
Touch – Physical interaction with products increases consumer confidence.
Taste – Cultural preferences influence flavor development.
How does color influence consumer perception?
Directly influences emotions.
Has symbolic and cultural meanings.
Key in branding and package design.
Example: Renova’s black-colored toilet paper for exclusivity.
How does smell affect marketing?
Scents stir emotions and memories.
Can increase ad effectiveness and product appeal.
Example: Flower or chocolate scents enhance ad engagement.
How does sound influence consumer behavior?
Music and sounds affect emotions and shopping behavior.
Can make activities more enjoyable (e.g., household chores).
What is haptic perception and why is it important?
Touch-based perception influences product experience.
Higher judgment confidence for those who prefer touching products.
Example: Mazda Miata’s stick shift design using Kansei engineering.
What are the two types of sensory thresholds?
Absolute Threshold – Minimum stimulation required to detect a stimulus.
Differential Threshold (JND - Just Noticeable Difference) – Smallest change in stimulus that can be noticed.
What is Weber’s Law, and how does it apply to marketing?
Consumers don’t notice small reductions in product quantity.
Product improvements are more noticeable than reductions.
Example: Fewer chips in a bag with more air to maintain size perception.
What is subliminal perception, and is it effective?
Occurs below conscious awareness.
Little scientific proof of subliminal advertising working.
Example: Hidden figures in magazine ads (embed technique).
What are the challenges marketers face in gaining consumer attention?
Consumers are exposed to 6000-10,000 ads daily.
Sensory overload makes it difficult to stand out.
Guerrilla marketing uses unconventional methods to capture attention.
What is perceptual vigilance and perceptual defense?
Perceptual Vigilance: Consumers notice stimuli relevant to their current needs.
Perceptual Defense: Consumers ignore stimuli that contradict their beliefs.
What is adaptation in consumer perception?
The degree to which a consumer stops noticing a stimulus over time.
Influenced by intensity, duration, discrimination, exposure, and relevance.
What are the four factors of stimulus selection?
Size – Larger stimuli grab more attention.
Color – Bright and contrasting colors stand out.
Position – Placement in high-traffic areas increases visibility.
Novelty – Unusual or unexpected stimuli attract interest.
What is Gestalt psychology, and how does it apply to perception?
“The whole is greater than the sum of its parts.”
Explains how stimuli are organized into meaningful patterns.
Includes:
Closure – Filling in missing information.
Similarity – Grouping objects with shared characteristics.
Figure-Ground – Focusing on the main object, background fades.
How does perceptual positioning influence brand perception?
Brand meaning is shaped by marketing mix elements.
Factors: Lifestyle, price, attributes, competitors, occasions, users, quality.
Example: Subaru’s “Barkleys” dog-themed campaign targeted pet owners.
