Questions and Answers
Individuals act and react on the basis of ________, not on the basis of ________.
Your interpretation of visual and sensory input about polo shirts may be different from your classmate's because perception is ________.
The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world is known as ________.
How can perception be described?
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________ is/are the immediate and direct response of the sensory organs to stimuli.
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Products, packages, brand names, advertisements, and commercials are examples of ________.
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As sensory input ________, our ability to detect changes in input or intensity ________.
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When a product is ________, memory of the ________-related attributes increases.
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Define perception.
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The point at which a person can detect a difference between 'something' and 'nothing' is that person's ________ for that stimulus.
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Consumers tend to perceive products and product attributes according to their own expectations.
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Which of the following is true of selective attention?
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Weber's law states that ________.
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A stimulus may be too faint or brief to be consciously seen or heard, such as a deeply embedded or a very briefly flashed image, but may still be perceived by one or more sensory receptor cells. This is called ________.
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What is perceptual blocking?
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When stimuli are highly ambiguous, an individual will usually ________.
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When an ad for Benetton featured the hands of two men — one black and one white — handcuffed together to promote racial harmony, people perceived that a white man was arresting a black man. This is an example of ________.
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Marketers take advantage of ________ when they extend a brand name associated with one line of products to another.
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In 2009, the Axe brand launched a line of hair care products to complement its existing assortment of body washes and deodorants. This is an example of a manufacturer taking advantage of ________.
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Ragu, a maker of spaghetti sauces, chose to launch some of its most successful flavors in the new pouch packaging format in order to take advantage of ________.
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________ refers to consumers' perceptions of all the components of products, services, and brands, and to how consumers evaluate the quality of marketers' offerings.
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Why would a brand want to update its image?
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Which of the following is least likely to convey a fragrance brand's image on its own?
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________ is the customer's view of the value that he or she receives from the purchase.
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________ is any price that a consumer uses as a basis for comparison in judging another price.
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Which of the following is an illustration of a price discount that would be viewed as most favorable given the 'right side effect'?
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Which of the following is NOT a strategy that helps consumers engage in dissonance reduction when they encounter prices that are significantly different from their expectations?
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________ are physical characteristics of the product itself, such as size, color, flavor, or aroma.
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The most widely accepted framework for researching service quality stems from the premise that a consumer's evaluation of service quality is a function of the ________ of the gap between the customer's expectations of service and the customer's assessment of the service actually delivered.
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________ measures the gaps between customers' expectations of services and their perceptions of the actual service delivered.
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Which of the following is NOT a dimension measured in the SERVQUAL scale?
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Services are simultaneously produced and consumed.
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The purpose of institutional advertising is to ________.
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When consumers buy the most expensive model to mitigate the risk of purchasing a poorly performing product, they are using ________ to minimize their risk.
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Consumers are more likely to view price as an indicator of quality if ________.
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________ is promotion that is designed to promote a company's overall image without overtly referring to specific products.
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________ is the uncertainty that consumers face when they cannot foresee the consequences of their purchase decisions.
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Low-risk perceivers have been described as broad categorizers and tend to ________.
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Barry has avoided purchasing a new laptop because prices keep falling and he is worried that, if he buys a laptop today, the same laptop will be cheaper in six months. Barry perceives ________ associated with the purchase of a new laptop.
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Alice needs a new cell phone, but is anxious about which phone she should buy. Alice perceives ________ associated with the purchase of a new phone.
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________ is the risk that the time and effort spent in product search may be wasted if the product does not perform as expected.
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If a mobile phone company, Mobile Power, offers a money-back guarantee to offset concerns that the product will not be worth its cost, it is an attempt to help mitigate consumers' perception of ________.
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If a cell phone company, Mobile Power, offers a warranty on their phones as an assurance their phones will perform as expected, it is likely an attempt to help mitigate consumers' perception of ________.
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Which of the following is NOT a way for a consumer to overcome perceived risk?
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In the JUICE MINI CASE, Fruit Fusions is taking advantage of ________ in extending its brand name association to its new juice line as a means of increasing consumer acceptance of the new product.
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In the JUICE MINI CASE, Fruit Fusions only sells its new juice line through high-end grocery stores and lunch boutiques in an effort to create a high-end reputation for its juice line through ________.
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In the JUICE MINI CASE, Fruit Fusions' print ads are meant to draw a reader's attention through ________.
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In the JUICE MINI CASE, Fruit Fusions explores consumers' ________ in order to determine the best price for its new fruit drinks.
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In the JUICE MINI CASE, Fruit Fusions places its advertisements in magazines focused on health and wellness under the assumption that people reading such magazines are interested in health foods. This phenomenon is known as ________.
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Study Notes
Consumer Perception
- Individuals act based on perceptions rather than objective reality or previous experiences.
- Perception is subjective; two people may interpret the same stimuli differently.
- The process of selecting, organizing, and interpreting stimuli is known as perception.
Sensation and Stimuli
- Sensation refers to the immediate response of sensory organs to stimuli.
- Products, advertisements, and brand names are examples of stimuli that provoke consumer reaction.
- As sensory input decreases, the ability to detect changes in intensity increases.
Theoretical Concepts
- Absolute Threshold: The minimum level at which a sensation can be detected, varies over time.
- Just Noticeable Difference (JND): The smallest detectable difference between two stimuli, critical for pricing strategies.
- Subliminal perception: Awareness of barely perceptible stimuli that influence behavior.
Elements of Perception
- Selection: Influenced by stimulus nature, expectations, and motives; we notice products placed in appealing displays.
- Organization: Grouping stimuli to perceive them as a whole; relevant in advertising and product placement.
- Interpretation: Unique to individuals based on their motives and past experiences; affects product perception.
Factors Affecting Interpretation
- Elements like stereotypes, physical appearance, and first impressions heavily influence how consumers interpret stimuli.
- Consumer Imagery: Inclusive of all brand or product perceptions.
Service Characteristics
- Services are intangible, variable, perishable, and produced and consumed simultaneously; necessitating unique marketing strategies.
Price and Quality Perceptions
- Perceived price reflects the value a customer assigns to a product; linked to perceived quality.
- Intrinsic cues (product features) and extrinsic cues (brand reputation) shape quality perception.
Store and Brand Image
- Store image is shaped by factors like product assortment, service level, ambiance, and clientele.
- Perceived risk influences consumer behavior; high perceived risk leads to more information seeking, brand loyalty, or opting for high-cost choices.
Perceptual Strategies
- Perceptual mapping aids marketers in understanding product positioning in consumer minds.
- Changes in pricing below JND typically go unnoticed by consumers, allowing subtle adjustments without backlash.
Advertising and Sensory Adaptation
- Sensory adaptation is a challenge for advertisers, compelling them to continuously innovate to maintain consumer interest.
- Ambush marketing involves strategically placing brand imagery in diverse, unexpected consumer environments.
Attention and Defense Mechanisms
- Selective attention: Impacts which ads consumers notice based on relevance to current needs.
- Perceptual defense: Consumers screen out stimuli they find threatening, influencing message effectiveness.
- Perceptual blocking: Occurs when consumers ignore stimuli in favor of focus on primary tasks.
Grouping and Closure
- Consumer tendency to simplify stimuli leads to grouping, aiding in consistent perception.
- Closure refers to the instinct to complete incomplete perceptions, driven by the need for understanding.
Stereotypes and Halo Effect
- Stereotypes affect consumer interpretation, as seen in racial or societal representations in advertising.
- The halo effect allows marketers to leverage positive associations of one product when extending to additional products.
Conclusion
- Understanding consumer perception is crucial for effective marketing strategies, influencing everything from product design and pricing to advertising tactics.### Perceptual Concepts
- Perceptual Mapping: A visual representation of consumers' perceptions of brands or products within a competitive market space.
- Gestalt Psychology: A theory emphasizing that the whole of something is greater than the sum of its parts, applicable in understanding consumer perception.
- The Halo Effect: A cognitive bias where the perception of one positive quality leads to the assumption of other positive qualities.
- Selective Exposure: Tendency for consumers to favor information that aligns with their pre-existing beliefs and avoid conflicting information.
- Need for Closure: Consumers' desire to alleviate uncertainty and ambiguity in decision-making.
Consumer Perception and Expectations
- Consumers' Imagery: Refers to how consumers visualize or think of products based on experiences and marketing, influencing perception of quality.
- Brand Image Updating: Necessary for fostering emotional connections between brands and consumers, enhancing loyalty and relevance over time.
Product Attributes and Decision Making
- Perceived Price: Reflects the value consumers believe they receive from a product, influencing purchasing decisions significantly.
- Reference Price: A baseline price that consumers compare against when evaluating prices of products.
- Intrinsic Cues: Core product attributes such as size, flavor, and color that physically define the product and influence consumer evaluation.
- SERVQUAL Scale: A widely recognized tool for measuring the quality gap between customer expectations and perceived service delivery.
Service Quality Evaluation
- Service Evaluation: The consumer’s assessment of service quality relies on the magnitude and direction of discrepancies between expectations and actual performance.
- Dimensions of SERVQUAL: Includes reliability, responsiveness, assurance, empathy; ignorance is not a recognized dimension.
Consumer Risk Perception
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Types of Risk:
- Functional Risk: Concern regarding the performance of a product.
- Financial Risk: The risk of losing money on a poor-quality purchase.
- Psychological Risk: The potential embarrassment or social repercussions from choosing a product.
- Time Risk: Fear that time spent researching or purchasing may result in a subpar product.
- Physical Risk: Concerns about physical harm or health effects from a product.
Marketing Strategies
- Institutional Advertising: Aimed at enhancing the corporate image rather than promoting specific products.
- Price/Quality Relationship: Consumers often use price as an indicator of quality, especially when information is limited.
Consumer Behavior Insights
- Dissonance Reduction Strategies: Techniques consumers employ to cope with post-purchase dissonance, such as seeking information or rationalizing choices.
- Narrow Categorization: Refers to consumers who prefer familiar products and avoid new or unfamiliar options to minimize risk.
Brand Strategy in Marketing
- Retail Store Image: The perceived image of a store that influences consumers’ views of products sold within it.
- Selective Exposure in Advertising: Positioning ads where target consumers are likely to engage, thereby reaching audiences with pre-existing interests in specific themes or products.
Case Study Application
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Fruit Fusions Strategy:
- Leveraging the halo effect to enhance acceptance of new juice products by associating them with established successful flavors.
- Targeting high-end grocery stores to establish a premium image for its product line.
- Employing psychological principles like figure and ground relationships in advertisements to capture consumer attention effectively.
- Internal Reference Prices: Consumers' mental benchmarks for price evaluations, which Fruit Fusions analyzes to determine suitable pricing.
Consumer Engagement and Marketing Dynamics
- Factors Influencing Consumer Choice: Elements like brand loyalty, product familiarity, and perceived risks shape purchasing decisions and brand preferences.
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Description
This quiz focuses on Chapter 4 of Consumer Perception, exploring key concepts and principles about how individuals perceive and interpret their experiences. It includes flashcards designed to reinforce understanding of perception versus objective reality.
