week 3 - perception

Question 1

define sensation

Answer 1

the immediate and direct resonse of the sensory organs (eyes, nose etc) to stimple stimulu (packagin, and ad etc)

Question 2

define perception

Answer 2

Process of receiving, selecting and interpreting stimuli from the senses form a meaningful and coherent picture of the world

• look at how consumers for their ‘own private view’ of the world

Question 3

define absoulte threshold

Answer 3

the lowest level at which we can experience a sensation

as exposure to a sensation increases we expierence “adaption: (notice the sensation less)

Question 4

define differential threshold

Answer 4

the minimum difference that can be detected between 2 stimuli

• also known as “JND Just Noticable Difference”

Question 5

explain webers law in relation to differential threshold

Answer 5

the strong the inital stimulus

the greater the additional intensity needed for the second to be perceived as being different

Question 6

explain negative chancges of differential threshold

Answer 6

e.g. reducing packaging sizing or product quality - should be minor and fall below JND
if JND is not exceeded = wasted effort because changes won’t be noticed by consumers

Question 7

explain positive JND changes

Answer 7

e.g. larger packaging sizes or better product quality - should exceed the JND

if JND is exceeded by too much may increase production costs or reduced repet purchases

Question 8

selective perception and what stimulus we attend to depends on

Answer 8

1. nature of the stimulus
2. our expectations
3. our motives

Question 9

explain nature of the stimulus

Answer 9

Ads that contrast with other ads receive more attention
‒ Example: using lots of white space in print advertising
e.g. turn folding page to create moving ad

Question 10

explain expectations

Answer 10

we usually see what we expect to see

- however stimuli conflicting sharply with our expectations will tend to recieve more attention- e.g. mccass restaurant

Question 11

explain motivations

Answer 11

we tend to percieve things we want or need

the stronger the want or need the greater the tendancy to ignore unrelated stimuli

e.g. university advertising after yr 12 released

Question 12

perceptual distortion may be distroted due to

Answer 12

Physical appearance
‒ Descriptive terms
‒ Stereotypes
‒ Irrelevant cues
‒ First impressions
‒ Halo effect

Question 13

explain physcial apperance

Answer 13

how a product looks can influence our perceptions e.g. darker colour orange juice

Question 14

explain perceptual distortion - sterotypes

Answer 14

mental pictures we hold about certain stimuli - these can create expectations about what particular products/services will be like
e.g. ikea aligned with switz

Question 15

explain irrelevant cues

Answer 15

consumers often respond to irrelevant stimuli when required to make a difficult perceptual judgment

Question 16

explain perceptual distrotion halo affect

Answer 16

evaluting multiple dimensions on th basis of a single dimension

e.g. seeing barack obmaa eating at a cafe

Question 17

define positioning

Answer 17

refers to the image that a brand has in the mind of consumers

marketers try to position brands so they are ‘percieved’ in a particular way

Question 18

explain umbrella positioning

Answer 18

creating an overall image of a company around which many products can be indivdually featured

-most appropriate for large firms with diversified product lines

Question 19

define positioing stratergies

Answer 19

positioning against the competition - highlighting advantages over competitors

e.g. coke v pepsi

Question 20

define positining on a specific benefit

Answer 20

highlighting the brand’s core benefit

e.g. head and sholders

Question 21

define findining ‘unowned’ position

Answer 21

fill a market niche that has not been filled by other companies e.g. tesla

Question 22

define filling several positions

Answer 22

toyota and lexus

protective stratergy where marketers create several distinct offerings, often in the form of different brands, to serve different market niches

Question 23

define packaing as a positioning element

Answer 23

using elements of a products packaging to convey a particular image to consumers

Question 24

repositioning a brand is sometimes required due to

Answer 24

New competitors
‒ Current positioning being too close to a competitor’s position
‒ Changes in market needs
‒ Poor implementation of original positioning goals

Question 25

explain types of percieved risks

Answer 25

Functional risk: risk the product won’t perform as expected (example: my
phone battery won’t last a full day)

– Financial risk: risk that the product isn’t worth the cost (example: will a
better phone come out in a few months?)

– Social risk: risk that a poor product choice will result in social
embarrassment (example: my friends will laugh at my phone)

Question 26

how may customers seek to handle risk

Answer 26

Consumers use a range of strategies to reduce risk, such as:

‒ Seeking more information (examples: talk with friends, ask questions of
salespeople, search the internet)

‒ Selecting by brand image (example: select a well‐known brand,
particularly if not much is known about the product category)

‒ Buying the most expensive model (example: the price‐quality
relationship)