Flashcards
Perception
Cards in this deck (17)
- 1what is perception?the process whereby stimuli are perceived and interpreted by the individual and translated into a response (Engel)
- 2what are sensory preferences?the sights, tastes, sounds, smells and feelings that people like over other sensations
-they are an important part of hedonic consumption - 3people undergo stages of info processing in which stimuli are input and stored what is the perceptual process?-exposure (sensation)
-attention
-interpretation - 4what is the sensory threshold?-physical limits on attention, voluntary and involuntary selectivity, and personal and situational factors
-influences the perceptual process - 5what is the absolute threshold?the minimum amount of stimulation that can be detected on a sensory channel
- 6what is the differential threshold?refers to the ability of a sensory system to detect changes or differences between two stimuli (sometimes marketers may want consumers to detect change e.g. discounts, sometimes not e.g. decrease product size)
- 7what influences what we choose to perceive?-expectations
-motives
-imagery (historical/fantasy)
-perceptual filters (selective exposure, selective attention, perceptual defence, blocking) - 8how might co's get over blocks and drive attention?-through 'psycic-economy', co's pick and choose among stimuli to show customers to avoid them being overwhelmed
-personal and stimulus factors help decide how to choose - 9what are the 3 personal selection factors?-perceptual vigilence (comsumers more likely to be aware of stimuli that relate to their current needs)
-perceptual defence (people see what they want to see, and don't see what they don't)
-adaptation (degree to which consumers continue to notice a stimulus over time) - 10what is interpretation? and how do consumers interpret things?the meaning people assign to different sensory stimuli. consumers assign meaning to stimuli based on schema (the set of beliefs to which the stimulus is assigned)
- 11what is perceptual organisation?people do not perceive a single stimulus in isolation
- 12people derive meaning from the totality of a set of stimuli rather than from any individual stimulus, what is this theory called?gestalt theory
- 13what are the 3 basic principles of perceptual organisation?-closure
-figure and ground
-grouping - 14what is the principle of closure and why is it useful for marketers?consumers tend to perceive an incomplete picture as complete. fill in blanks based on past experience (e.g. hear part of jingle). useful for marketers because encourages audience participation, increasing chance of retention
- 15what is the figure-and-ground principle?one part of image will dominate and others will go into background (e.g. wrangler jeans billboard - cut out with trees in background)
- 16what is the grouping principle?consumers tend to group together objects that share similar physical characteristics. used by co's to extend product lines, but wish to keep certain deatures similar (e.g. shape of bottle) so easy for consumer to know they are buying certain brand
- 17how can perceptual organisation principles be used to engage consumer?-have no clear indication of figure and ground (e.g. absolut vodka ad) so need to 'participate' and scrutinise ad more intensely
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- Masters Degree Marketing (Consumer Behaviour) Flashcards on Perception, created by Madeline Briscoe on 01/01/2016.
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- Madeline Briscoe
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