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Topic 7: How Perception Influences Behaviour
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- 1What are the 3 stages of the perceptual process?Exposure (sensation)
Attention (sensations selected)
Interpretation - 2What is the perceptual process?Perception is the process by which physical sensations e.g. sights/sounds are selected, organised and interpreted. The eventual interpretation of a stimulus allows it to be assigned meaning
- 3What are the 4 stages of translating meaning to perception?Primitive Categorisation
Cue Check
Confirmation Check
Confirmation Completion - 4What can you use a perceptual map for?Evaluating the relative standing of competing brands along relevant dimensions
- 5What is sensory marketing?Where companies pay extra attention to the impact of sensations on our product experiences (e.g. coffee house smell)
- 6What is mutzak?Functional music, played in stores to either relax or stimulate consumers
- 7Explain Kansai EngineeringIt's a philosophy that translates customers feelings into design elements - Mazda gearstick
- 8What is the absolute threshold?The minimum amount of stimulation that can be detected on a sensory channel (e.g. the right size print for motorists to read the billboard)
- 9What is the differential threshold?The ability of a sensory system to detect changes or differences between stimuli. The minimum change in a stimulus that can be detected is known as the just noticeable difference
- 10Explain Weber's LawThe stronger the initial stimulus, the greater the change must be for it to be noticed. The amount of change necessary to be noticed is related to the original intensity of the stimulus
- 11Explain the 4 elements of perceptual selectionAugmented Reality
Web-Based AR
Kiosk-Based AR
Mobile AR - 12What is attention?The degree to which consumers focus on stimuli within range of exposure. Consumers are often in sensory overload, where they are exposed to more information than they can process
- 13What is meant by perceptual selection?People attend to a small portion of the stimuli they are exposed to
- 14What are the personal selection factors?Experience
Perceptual Vigilance (being more 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 want to see)
Adaption: Degree to which consumers continue to notice a stimulus over time - 15What are the stimulus selection factors?Size
Colour
Position
Novelty - 16What factors can create adaption?Adaption is the degree to which consumers continue to notice a stimulus over time. It occurs when consumers no longer pay attention to a stimulus because it is so familiar.
Factors include:
Intensity
Duration
Discrimination
Exposure
Relevance - 17What is interpretation?Interpretation refers to the meaning that people assign to sensory stimuli. 2 people can see/hear the same event but may interpret it differently.
- 18Explain the Gestalt PsychologyPeople derive meaning from the total set of stimuli rather than an individual stimulus. It has 3 principles, the principle of closure, the principle of similarity and the figure-ground principle
- 19Explain the Principle of ClosureConsumers tend to perceive an incomplete picture as complete
- 20Explain the Principle of SimilarityConsumers group together objects with similar physical characteristics
- 21Explain the Figure-Ground PrincipleOne part of the stimulus (the figure) will dominate whilst other parts recede into the background
- 22What are semiotics?Semiotics are the symbols around us. Semiotics examines correspondence between signs and symbols and their role in assigning meaning
- 23According to Pierce, every message has 3 basic components. What are they?The Object: Product that is the focus of the message
The Sign: The sensory image that represents the intended meanings of the object.
The interpretant: The meaning derived - 24Signs are related to objects in one of 3 ways. What are theyAn icon: A sign which resembles the product in some way
An index: A sign connected to a product because they share some property
A symbol: A sign that is related to a product through purely conventional associations - 25What is hyperreality?The becoming real of what is initially simulation or hype. Advertising becomes an art in itself
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- Fichas sobre Topic 7: How Perception Influences Behaviour, creado por simonloose22 el 14/06/2015.
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