week 3 - perception Flashcards
define sensation
the immediate and direct resonse of the sensory organs (eyes, nose etc) to stimple stimulu (packagin, and ad etc)
define perception
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
define absoulte threshold
the lowest level at which we can experience a sensation
as exposure to a sensation increases we expierence “adaption: (notice the sensation less)
define differential threshold
the minimum difference that can be detected between 2 stimuli
- also known as “JND Just Noticable Difference”
explain webers law in relation to differential threshold
the strong the inital stimulus
the greater the additional intensity needed for the second to be perceived as being different
explain negative chancges of differential threshold
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
explain positive JND changes
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
selective perception and what stimulus we attend to depends on
- nature of the stimulus
- our expectations
- our motives
explain nature of the stimulus
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
explain expectations
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
explain motivations
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
perceptual distortion may be distroted due to
Physical appearance ‒ Descriptive terms ‒ Stereotypes ‒ Irrelevant cues ‒ First impressions ‒ Halo effect
explain physcial apperance
how a product looks can influence our perceptions e.g. darker colour orange juice
explain perceptual distortion - sterotypes
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
explain irrelevant cues
consumers often respond to irrelevant stimuli when required to make a difficult perceptual judgment
explain perceptual distrotion halo affect
evaluting multiple dimensions on th basis of a single dimension
e.g. seeing barack obmaa eating at a cafe
define positioning
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
explain umbrella positioning
creating an overall image of a company around which many products can be indivdually featured
-most appropriate for large firms with diversified product lines
define positioing stratergies
positioning against the competition - highlighting advantages over competitors
e.g. coke v pepsi
define positining on a specific benefit
highlighting the brand’s core benefit
e.g. head and sholders
define findining ‘unowned’ position
fill a market niche that has not been filled by other companies e.g. tesla
define filling several positions
toyota and lexus
protective stratergy where marketers create several distinct offerings, often in the form of different brands, to serve different market niches
define packaing as a positioning element
using elements of a products packaging to convey a particular image to consumers
repositioning a brand is sometimes required due to
New competitors
‒ Current positioning being too close to a competitor’s position
‒ Changes in market needs
‒ Poor implementation of original positioning goals
explain types of percieved risks
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)
how may customers seek to handle risk
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)
