Podcast
Questions and Answers
What is the first stage in the process of perception?
What is the first stage in the process of perception?
Sensation and perception are the same processes.
Sensation and perception are the same processes.
False
What role does attention play in the perception process?
What role does attention play in the perception process?
Attention helps us focus on relevant sensory information from our environment.
Our _____ experiences allow our brains to make sense of incoming stimuli.
Our _____ experiences allow our brains to make sense of incoming stimuli.
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Match the following sensory receptors with their corresponding sense:
Match the following sensory receptors with their corresponding sense:
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Which of the following is NOT a source of sensory stimuli?
Which of the following is NOT a source of sensory stimuli?
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The stimuli our brain considers relevant are always the same for everyone.
The stimuli our brain considers relevant are always the same for everyone.
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Why do marketers study consumer perception?
Why do marketers study consumer perception?
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What does the Müller-Lyer illusion demonstrate?
What does the Müller-Lyer illusion demonstrate?
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Motion illusions occur when the eye perceives actual movement.
Motion illusions occur when the eye perceives actual movement.
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What principle do marketers use to highlight their advertising messages?
What principle do marketers use to highlight their advertising messages?
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According to the Weber-Fechner law, a just noticeable difference (JND) is a constant ratio of the ________ stimulus.
According to the Weber-Fechner law, a just noticeable difference (JND) is a constant ratio of the ________ stimulus.
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Match the following perceptual concepts with their descriptions:
Match the following perceptual concepts with their descriptions:
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Which scenario illustrates the Weber-Fechner law?
Which scenario illustrates the Weber-Fechner law?
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People's perception of packaging size is not influenced by prior associations.
People's perception of packaging size is not influenced by prior associations.
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What perceptual strategy do companies use to encourage consumers to perceive they need less product?
What perceptual strategy do companies use to encourage consumers to perceive they need less product?
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Marketers assume that a price reduction of at least _______% will make an impact on shoppers.
Marketers assume that a price reduction of at least _______% will make an impact on shoppers.
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Which of the following illustrates an example of figure-ground organization?
Which of the following illustrates an example of figure-ground organization?
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Study Notes
Consumer Perception
- Perception is the process of transforming raw sensory input into meaningful information.
- Sensation is the process of receiving stimuli from the environment via sensory receptors.
- Sensory receptors include those for sight, sound, smell, taste, and touch.
- Sensory stimuli come from various sources: products, packaging, displays, brand names, customer service, ads, and commercials.
Three-Stage Perception Process
- Exposure to sensory input.
- Focusing attention on the input.
- Interpreting the information to create meaning.
Perception & Reality
- Our perception is an approximation of reality, formed within our brains and based on individual experiences.
- We filter out many stimuli due to attentional "software."
- Individual needs, experiences, values, and feelings shape our perception.
Subjectivity of Perception
- Sensory input interpretation is not objective.
- We can misidentify objects or quantities (e.g., Müller-Lyer Illusion).
- Motion illusions and figure-ground relationships further demonstrate that perception is subjective.
Figure-Ground Organization
- Perceptions are often organized into figure-ground relationships. (e.g., faces vs vase)
- Figure-ground perception can be influenced by past experiences (pleasant, neutral, aversive).
- Marketers leverage figure-ground to position a stimulus as focal in a marketing message.
Weber's Law
- Weber's Law quantifies the perception of change in a stimulus (just noticeable difference—JND).
- JND is a constant ratio of the original stimulus.
- Smaller changes are noticeable with smaller initial stimuli, while larger changes are needed with larger initial stimuli.
- This impacts product discounting, package design in green marketing, and more.
- For example, a 20% markdown on a $10 item is noticeable, but the same discount on a $200 item won't feel significant.
Marketing Applications of Perception
- Understanding consumer perception is crucial for successful product/service sales or marketing.
- Marketers employ various techniques to influence consumer perception, including adjusting product discounts or designing packaging to appear more economical.
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Description
Explore the fascinating world of consumer perception in this quiz. Learn about the transformation of sensory input into meaningful information and how individual experiences shape our perception. Delve into the stages of perception and the subjectivity involved in interpreting sensory stimuli.
