MKT 3325 - Chapter 2 Perception
The study of perception is ________.
what we add to the raw senses in order to give them meaning
Define exposure.
when a stimulus comes within the range of someone's sensory receptors
Trade dress is _______.
when some color combinations are strongly associated with a corporation. (The company may be granted exclusive use of these colors).
What is subliminal perception?
when the stimulus is below the level of the consumer's awareness
Sensory marketing is _________.
where companies pay extra attention to the impact of the sensations on our product experiences
Define sensory overload.
where consumers are exposed to far more information than they can process
What does Gestalt mean?
whole, pattern, or configuration, and we summarize this term as "the whole is greater than the sum of its parts"
In what ways can a message create contrast?
Size, color, position, novelty
What is Kinsei engineering?
a philosophy that translates customers' feelings into design elements
What is priming?
a process where certain properties of a stimulus evoke schema
What is Gestalt psychology?
a school of thought that maintains that people interpret meaning from a set of stimuli rather than from any individual stimulus
What is an index?
a sign that connects to a product because they share some property
The stimuli we perceive is often ______.
ambiguous
Low autoletics _____ influenced by the feel of the package.
are
High autoletics ____ influenced by the feel of an item to infer product quality.
are not
What are perceptual filters?
based on our past experiences influence what we decide to process
Why is identifying and evoking the correct schema crucial to marketing decisions?
because this determines what criteria consumers will use to evaluate the product
Teams who wore ______ in the NFL and NHL are more aggressive.
black
_______ is a key issue in package design.
color palette
What is perceptual vigilance?
consumers are more likely to be aware of stimuli that relate to their current needs. (notice car ads more when searching for a new car)
What is the principle of similarity?
consumers tend to group together objects that share similar physical characteristics
Some of our responses to scents result from _________ that call up good or bad feeling.
early associations
Colors look duller to ______.
elderly
What is reverse product placement?
fictional products that appear in a show becomes popular in the real world (harry potter jelly beans)
________ develop new concoctions to please the changing palates of consumers
flavor houses
What are low autotelics?
individuals who do not normally possess a compulsion to touch products.
Where do you process fragrance cues?
limbic system
_____ are 16 times more likely to be colorblind.
men
What is meant by the just noticeable difference?
minimum difference we can detect between two stimuli
What do haptic senses do?
moderate the relationship between product experience and judgement confidence. Explains why we're more sure about what we perceive when we can touch it.
Hedonic consumption is _______.
multisensory, fantasy, and emotional aspects of consumers' interactions with products
Individuals who score high on a _______ scale are especially influenced by the haptic dimensions.
need for touch
What is the figure-ground principle?
one part of the stimulus will dominate, and other parts recede into the background
What is the process of perceptual selection?
people attend to only a small portion of the stimuli to which they are exposed
What is perceptual defense?
people see what they want to see - and dont see what they dont want to see
What is the closure principle?
people tend to perceive an incomplete picture as completer, by filling in the blanks with our prior experiences
What is a threshold?
the lowest intensity of a stimulus that can be registered on a sensory channel
Define interpretation.
the meaning we assign to sensory stimuli
What is an absolute threshold?
the minimum amount of stimulation that can be detected on a given sensory channel
What is the limbic system?
the most primitive part of the brain and the place where we experience immediate emotions
What is hyperreality?
the process of making real what is intially simulation or "hype"
Define psychophysics.
the science that focuses on how the physical environment is integrated into our personal, subjective world
Limen is another word for _____.
threshold
What are embeds?
tiny figures they insert into magazine advertising via high-speed photography or airbrushing
Alpha M.O.S. sells a sophisticated electronic ________ for tasting
tongue
Perceptions of color depend on both its ________ and how the mind ______ to that stimulus.
physical wavelength; responds
______ is a fundamental component of a company's marketing efforts as it uses elements of the marketing mix to influence the consumer's interpretation of its meaning in the marketplace relative to its competitors.
positioning strategy
People who complete tasks when the words or images appear on a ____ background perform better when they have to remember details
red
Define sensation.
refers to the immediate response to our sensory receptors (eyes, ears, nose, mouth, fingers) to basic stimuli such as light, color, odor, and texture
Define perception.
refers to the process by which people select, organize, and interpret these sensations
_______ is an example of hyperreality.
reverse product placement
Objects on the _____ side of the frame appear heavier.
right
The meaning we assign to stimulus depends on the ______, or set of beliefs to which we assign it.
schema
________ is the link to consumer behavior because consumers use products to express their social identities.
semiotics
Our _______ help us to decide which products appeal to us
senses
What is a symbol?
sign that relates to a product by either conventional or agreed-on associations
What is an icon?
sign that resembles the product in some way
What is rich media?
technique that uses movement to get viewers' attention. i.e. moving ads
What is a differential threshold?
the ability of the sensory system to detect changes or differences between two stimuli
What is Weber's law?
the amount of change required by the perceiver to notice a change systematically relates to the intensity of the original stimulus (stronger the initial stimulus, the greater a change must be for us to notice it)
What is adaptation?
the degree to which consumers continue to notice a stimulus over time. Occurs when consumers no longer pay attention to a stimulus because it's so familiar
Define attention.
the extent to which processing activity is devoted to a particular stimulus.
What is semiotics?
the field of study that studies the correspondence between signs and symbols and their roles in how we assign meanings
________ are drawn toward brighter tones, and they are more sensitive to subtle shadings and patterns
women
What components does a marketing message have according to semiotic perspective?
-an object- is the product that is the focus of the message (Marlboro cigarettes) -a sign- the sensory image that represents the intended meanings of the object (Marlboro cowboy) -interpretant- the meaning we derive from the sign (rugged, individualistic, American
What principles does the Gestalt perspective provide?
-closure principle -principle of similarity -figure-ground principle
Principle that our brains tend to relate incoming sensations to others already in memory is derived from __________
Gestalt psychology
As we age we lose the ability to hear ___________ sounds.
high frequency
When we anthropomorphize objects we ten to think of them in _________
human terms
