Flashcards
Consumer Behavior- Chapter 3
Cards in this deck (24)
- 1Exposurethe process by which the consumer comes in physical contact with a stimulus
- 2Marketing stimuliinformation about offerings communicated either by the marketer or by nonmarketing sources
- 3Zippingfast-forwarding through commercials on a program recorded earlier
- 4Zappinguse of a remote control to switch channels during commercial breaks
- 5Attentionhow much mental activity a consumer devotes to a stimulus
- 6Preattentive processingthe nonconscious processing of stimuli in peripheral vision
- 7Prominencethe intensity of stimuli that causes them to stand out relative to the environment
- 8Concretenessthe extent to which a stimulus is capable of being imagined
- 9Habituationthe process by which a stimulus loses its attention-getting abilities by virtue of its familiarity
- 10Perceptionthe process of determining the properties of stimuli using vision, hearing, taste, smell, and touch
- 11Absolute thresholdthe minimal level of stimulus intensity needed to detect a stimulus
- 12Differential thresholdthe minimal level of stimulus intensity needed to detect a stimulus
- 13Differential threshold/just noticeable difference (jnd)the intensity difference needed between two stimuli before they are perceived to be different
- 14Subliminal perceptionthe activation of sensory receptors by stimuli presented below the perceptual threshold
- 15Perceptual organizationthe process by which stimuli are organized into meaningful units
- 16Figure and groundthe principle that people interpret stimuli in the context of a background
- 17Closurethe principle that individuals have a need to organize perceptions that they form a meaningful whole
- 18Groupingthe tendency to group stimuli to form a unified picture or impression
- 19Bias for the wholethe tendency to perceive more value in a whole than the combined parts that make up a whole
- 20Comprehensionthe process of extracting higher order meaning from what we have perceived in the context of what we already know
- 21Source identificationthe process of determining what the perceived stimulus actually is
- 22Objective comprehensionthe extent to which consumers accurately understand the message a sender intended to communicate
- 23Subjective comprehensionwhat the consumer understands from the message, regardless of whether this understanding is accurate
- 24Perceptual fluencythe ease with which information is processed
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- Flashcards on Consumer Behavior- Chapter 3, created by jen44 on 30/01/2014.
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