DMKT302: Consumer Behaviour Unit 5
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DMKT302: Consumer Behaviour Unit 5

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What does the absolute threshold refer to in sensory perception?

  • The maximum change in stimulus that can be detected
  • The variability in reaction to stimuli across different individuals
  • The lowest level at which an individual can experience sensations (correct)
  • The highest level of sensation an individual can achieve

    • Which term describes the process of getting used to certain sensations over time?

  • Adaptation (correct)
  • Stimulus habituation
  • Discrimination
  • Threshold adjustment

    • What is the differential threshold also known as?

  • Absolute threshold
  • Just Noticeable Difference (JND) (correct)
  • Perceptual threshold
  • Sensory limit

    • How do sensory receptors affect an individual's sensitivity to stimuli?

    <p>They impact the quality and sharpness of sensory experiences</p> Signup and view all the answers

    What challenge do advertisers face due to sensory adaptation?

    <p>Cutting through excessive advertising clutter</p> Signup and view all the answers

    Which of the following best illustrates the concept of Just Noticeable Difference (JND)?

    <p>Not noticing a small increase in volume of music</p> Signup and view all the answers

    What might an advertisement need to do to increase sensory input effectively?

    <p>Incorporate bright colors or scents to attract attention</p> Signup and view all the answers

    Which scientist is associated with the discovery of the Just Noticeable Difference (JND)?

    <p>Ernst Weber</p> Signup and view all the answers

    What role does packaging design play in consumer perception?

    <p>It elicits emotional responses and shapes brand perception.</p> Signup and view all the answers

    Which element is crucial in the design of Coca-Cola's packaging?

    <p>A unique contour shape recognized by consumers.</p> Signup and view all the answers

    Why are smaller manufacturing companies focusing on creative packaging?

    <p>To reach their target consumers effectively.</p> Signup and view all the answers

    Which of the following is an important visual element of Coca-Cola's branding?

    <p>The Spencarian script for the brand name.</p> Signup and view all the answers

    How can superior packaging influence consumer perception?

    <p>It can enhance the product’s appeal and perceived quality.</p> Signup and view all the answers

    What is a significant characteristic of private label packaging?

    <p>Utilizes creative designs to attract buyers.</p> Signup and view all the answers

    What is one of the primary emotional responses elicited by effective packaging?

    <p>Positive feelings that enhance brand recall.</p> Signup and view all the answers

    What typically happens when a company's image is inconsistent with its pricing?

    <p>The results are usually disastrous</p> Signup and view all the answers

    Which statement best reflects Coca-Cola's brand identity as communicated through its packaging?

    <p>Unique, original, and refreshing.</p> Signup and view all the answers

    What is a reference price?

    <p>Any price used by a consumer to compare another price</p> Signup and view all the answers

    What would consumers likely consider as unfair?

    <p>Pricing strategies that offer discounts for certain groups</p> Signup and view all the answers

    What is the 'reservation price' in the context of acceptable price range?

    <p>The highest price a consumer considers reasonable</p> Signup and view all the answers

    What is the primary focus of figure and ground relationships in perceptual organization?

    <p>The contrast between foreground and background stimuli</p> Signup and view all the answers

    How do consumers perceive prices that are below their acceptable price range?

    <p>As suspicious regarding quality</p> Signup and view all the answers

    What distinguishes plausible high prices from implausible high prices?

    <p>Plausible high prices are within the limits of believability</p> Signup and view all the answers

    In the principle of figure and ground, which perception is commonly clearer?

    <p>The figure</p> Signup and view all the answers

    How can previous experiences affect perceptual organization?

    <p>They can influence which stimuli are seen as figure or ground</p> Signup and view all the answers

    What does the term 'acceptable price range' refer to?

    <p>A range consumers find reasonable for a product or service</p> Signup and view all the answers

    Which characteristic can significantly affect the range of acceptable price among consumers?

    <p>Consumer's attitude towards the brand</p> Signup and view all the answers

    Which is an example of effective use of figure-ground principles in advertising?

    <p>Keeping the background white to highlight the product</p> Signup and view all the answers

    What does the term 'Gestalt' refer to in perceptual organization?

    <p>A principle of visual coherence</p> Signup and view all the answers

    Which of the following statements about the figure and ground process is true?

    <p>The common boundary is seen as part of the figure.</p> Signup and view all the answers

    What can promote contrast in figure-ground relationships in visual stimuli?

    <p>Using black text on a white background</p> Signup and view all the answers

    Which statement best describes 'closure' in the context of Gestalt principles?

    <p>The tendency to perceive broken figures as complete</p> Signup and view all the answers

    What is meant by selective exposure in consumer perception?

    <p>The process where consumers only notice pleasant stimuli and ignore unpleasant ones.</p> Signup and view all the answers

    What does selective attention refer to in consumer behavior?

    <p>Consumers paying attention to stimuli that meet their needs or interests.</p> Signup and view all the answers

    How does adaptation affect consumer perception?

    <p>Consumers become less aware of stimuli they experience continuously.</p> Signup and view all the answers

    What is perceptual vigilance in the context of consumer perception?

    <p>An increased awareness of stimuli relevant to consumers' needs.</p> Signup and view all the answers

    What is a consequence of selective attention for consumers?

    <p>They are likely to notice ads for products they are planning to buy.</p> Signup and view all the answers

    Why might a consumer engage in selective exposure regarding certain ads?

    <p>To reinforce their previous purchase decisions.</p> Signup and view all the answers

    What phenomenon occurs when consumers ignore undesirable stimuli?

    <p>Perceptual defense.</p> Signup and view all the answers

    What is a likely effect of long-term exposure to advertising?

    <p>Decreased notice of familiar advertising messages.</p> Signup and view all the answers

    What psychological factor may lead a consumer to avoid a specific product based on the opinions of their friends?

    <p>Psychological risk</p> Signup and view all the answers

    What does differential threshold measure in consumer behavior?

    <p>The smallest detectable difference between two stimuli</p> Signup and view all the answers

    Which of the following is an example of a factor influencing the perception of stimuli?

    <p>Consumer's mood</p> Signup and view all the answers

    What is an absolute threshold in the context of consumer perception?

    <p>The lowest level at which an individual can detect a stimulus</p> Signup and view all the answers

    Why might consumers buy the most expensive model as per their perception?

    <p>They associate higher price with better quality</p> Signup and view all the answers

    Which action can help minimize a consumer’s functional risk perception when purchasing?

    <p>Offering a money-back guarantee</p> Signup and view all the answers

    What is a potential consequence of consumers reducing their expectations before a purchase?

    <p>Reduces psychological stress from potential failure</p> Signup and view all the answers

    Which of the following best describes stimulus factors in consumer perception?

    <p>Physical characteristics of the stimulus</p> Signup and view all the answers

    Study Notes

    DMKT302: Consumer Behaviour (Unit 5)

    • Consumer Perception: Process of selecting, organizing, and interpreting stimuli into a meaningful picture. A stimulus is any input to a sensory receptor (eyes, ears, nose, mouth, skin). Market stimuli include brand names, ads, colors, sounds, packaging, etc.

    Introduction

    • Perception is key: Marketers are more interested in consumers' perceptions than their objective reality, as individual reactions depend on personal perceptions.

    Sensation (Exposure to Stimuli)

    • Sensation: Immediate, direct response of sense organs to a stimulus (e.g., ad, brand name).
    • Exposure: Presence of stimulus in the environment. Sensory receptors receive inputs from various stimuli.
    • Sensitivity to stimuli: Varies among individuals, depending on sensory receptor quality (e.g., hearing/sight acuity).
    • Absolute threshold: Lowest level at which a sensation can be experienced. Something vs. nothing.
    • Differential threshold (JND): Smallest detectable difference between two stimuli. A stronger initial stimulus needs a bigger increase for it to be noticed.

    Perceptual Selection

    • Selectivity: Consumers choose which stimuli to pay attention to based on their needs, interests, and prior experiences.
    • Stimulus factors: Product type, physical characteristics (color, shape), packaging, brand name, advertising, claims, endorsers, ad size etc.
    • Expectations: Perception influenced by pre-existing expectations. If consumers expect a product to have a certain taste, that is what they perceive.
    • Motives: Consumers are more likely to notice stimuli relevant to their needs or desires.

    Perceptual Organization

    • Figure-ground relationship: Stimuli that contrast with their surroundings are more noticeable. The figure is prominent, the background is hazy. Learning and experience affect this.

    • Grouping: Tendency to group similar stimuli. -Proximity (close together) -Similarity (same features) -Continuity (uninterrupted pattern).

    • Closure: Filling in gaps in incomplete stimuli (e.g., company logo).

    Perceptual Interpretation

    • Distorting factors in Individual Perception: -Physical appearances -Stereotypes (preconceptions about individuals or groups). -Irrelevant stimuli (external factors). -First impressions -Halo effect (positive/negative evaluation based on an attribute).

    Price Perceptions

    • Consumer expectations: Consumers have expectations about acceptable price ranges.
    • Reference price: Price used as a comparison benchmark.
    • Acceptable price ranges: Consumer willingness to accept a range of prices.
    • Reservation price: Highest acceptable price.

    Perceived Quality

    • Intrinsic cues: (e.g. size, colour, taste, smell, origin). Consumers judge quality based on physical features.
    • Extrinsic cues: Brand name, manufacturer's reputation, price, store image to form opinions about quality.
    • Service Quality: Consumer satisfaction depends on expectations compared to actual service delivery (gaps).

    Consumer Risk Perceptions

    • Financial risk: Product not worth its cost.
    • Performance risk: Product doesn't perform as expected.
    • Physical risk: Physical harm from product usage (e.g., malfunctioning appliances or food).
    • Social risk: Product purchase embarrasses the user if others disapprove.
    • Psychological risk: Loss of self-esteem due to poor purchase decision.

    How Consumers Deal with Risk

    • Acquire additional information.
    • Brand loyalty: Trusting a known brand.
    • Purchase the most popular brand.

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    Description

    Explore the intricacies of consumer perception in this quiz. Understand how stimuli are organized and interpreted, and the importance of individual perceptions over objective reality. Dive into concepts like sensation and exposure to stimuli as they relate to marketing.

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