Information Processing II: Just Noticeable Difference

Questions and Answers

What is the principle that describes a preference for contours based on smooth continuity over abrupt changes of direction?

Closure Principle

Continuity Principle (correct)

Expectation Principle

Proximity Principle

Which principle is favored when producing 'closed' figures rather than 'open' figures?

Closure Principle (correct)

Continuity Principle

Similarity Principle

Expectation Principle

In the context of consumer interpretation of price, what does objective perception refer to?

Expectations based on brand reputation

Personal willingness to pay

Perceived value of price

Actual price without consumer biases (correct)

Which of the following describes how expectations influence consumer perception?

They shape prior beliefs about what to anticipate. Signup and view all the answers

Which factor does NOT play a role in consumer interpretation of price?

Personal marketing experience Signup and view all the answers

According to the extended model of consumer interpretation of price, what does perceived sacrifice indicate?

The balance between cost and quality Signup and view all the answers

What was the outcome when participants perceived vanilla pudding as dark brown?

They regarded it as the best-tasting chocolate pudding. Signup and view all the answers

What does a high price indicate about the quality of a product under certain circumstances?

High quality is assumed by default. Signup and view all the answers

What does the German word 'gestalt' mean?

Whole Signup and view all the answers

Which principle explains the tendency to perceive an incomplete picture as complete?

Closure Signup and view all the answers

According to the figure-ground principle, what do we perceive to dominate a visual stimulus?

The figure Signup and view all the answers

What principle is demonstrated when consumers group objects that share similar physical characteristics?

Similarity Signup and view all the answers

How does the principle of proximity influence visual perception?

We group features that are close together. Signup and view all the answers

What does the continuity principle emphasize in visual perception?

Smooth transitions are preferred to abrupt changes. Signup and view all the answers

Which of the following statements is true regarding the figure-ground principle?

Contouring informs which element is perceived as figure or ground. Signup and view all the answers

In the context of similarity, what is most likely to happen when objects share similar visual characteristics?

They are often grouped together. Signup and view all the answers

What is a factor that influences consumers' perception of quality based on price differences?

Larger differences in price have a greater impact on perceived quality. Signup and view all the answers

In semiotics, what component represents the sensory imagery associated with a product?

Sign Signup and view all the answers

Which type of product is likely to benefit from advertisements utilizing bright colors and animated characters?

Low involvement products Signup and view all the answers

What role does 'Interpretant' play in the context of semiotics?

It conveys the intended meaning derived from the sign. Signup and view all the answers

How do retailers effectively use exposure as a marketing strategy?

By separating frequently sought-out items. Signup and view all the answers

Which media strategy is best suited for high involvement products?

Print media advertisements Signup and view all the answers

What influences the attention that certain items receive in a retail environment?

Shelf position and amount of shelf space. Signup and view all the answers

What is a common consumer behavior regarding familiar brands and price as an indicator of quality?

Consumers use price as an indicator of quality more frequently for familiar brands. Signup and view all the answers

What element helps to make an advertisement more intense and catches the attention of consumers?

Bright colors Signup and view all the answers

Which location for a product is likely to attract the most consumer attention?

On shelves at eye level Signup and view all the answers

What factor can significantly enhance consumer attention by using unexpected elements?

The surprise factor Signup and view all the answers

What is meant by 'learned' attention in marketing?

Attracting attention through common phrases or stimuli Signup and view all the answers

Gestalt principles are primarily concerned with which of the following?

The totality of perceived stimuli Signup and view all the answers

Which stage involves the process of organizing and interpreting information?

Comprehension stage Signup and view all the answers

The 'human factor' in advertising can be best described as:

Incorporating attractive endorsers to appeal to audiences Signup and view all the answers

What aspect is least likely to affect consumer attention in an advertisement?

The historical accuracy of the claims made Signup and view all the answers

What does the Just Noticeable Difference (JND) refer to?

The minimal difference in intensity of a stimulus detectable 50% of the time. Signup and view all the answers

In marketing, how should prices be adjusted when raising them?

Move the price less than the JND. Signup and view all the answers

Which marketing strategy relates to the JND for product packaging updates?

Update package styling within the JND. Signup and view all the answers

What is the role of selective attention in information processing?

To consciously and voluntarily focus on relevant information. Signup and view all the answers

How can marketers activate the orientation reflex?

By creating stimuli that surprise or violate expectations. Signup and view all the answers

What should be done when launching a product with a significant change?

Make the change greater than the JND when using the word 'new'. Signup and view all the answers

What is pre-attention in consumer behavior?

An unconscious scanning of environmental features. Signup and view all the answers

How can marketers effectively grab consumer attention?

By reminding consumers of their needs before showcasing products. Signup and view all the answers

Study Notes

Just Noticeable Difference (JND)

JND is the minimal change in stimulus intensity detectable 50% of the time (e.g., size, taste, sound).
Marketers assess JND to ensure changes are effective without being noticeable or to highlight significant improvements.
Price adjustments: Increase prices subtly (less than JND), decrease prices noticeably (more than JND).
Promotions require coupon sizes larger than JND; product size reductions should be less than JND.

Attention Types

Pre-attention is an unconscious scanning of the environment.
Attention can be voluntary (selective focus) or involuntary (orientation reflex to new stimuli).
Capturing customer attention involves surprise and novelty, creating stimuli that stand out.

Strategies for Grabbing Consumer Attention

Connect with needs through relevant visuals (e.g., stains in detergent ads).
Use bright colors, intense sounds, or oversized elements.
Employ distinctiveness to increase visibility against a contrasting background.
Positioning products closer to eye level and at aisle ends maximizes exposure.

Comprehension Stage

Organizing and interpreting information involves perceptual organization and consumer experiences.
Gestalt psychology principles guide interpretation:
- Closure: Perceiving incomplete shapes as complete.
- Similarity: Grouping similar visual elements.
- Figure-ground: Defining main elements against a backdrop.
- Continuity: Preferring smooth, continuous patterns over abrupt changes.

Interpretation and Expectation

Interpretation aims to understand captured attention based on prior experiences.
Consumer interpretation of price involves perceived quality and willingness to purchase.
High prices suggest high quality when consumers believe price correlates with quality, especially for familiar brands.

Semiotics in Marketing

Semiotics studies the relationship between signs, symbols, and meaning in marketing.
Each message comprises an object (product), sign (imagery), and interpretant (derived meaning).

Exposure and Visual Merchandising

Retailers enhance exposure through strategic item positioning and clear signage.
High-margin items are placed in high-traffic areas while frequently sought items are separated for visibility.
Point of purchase displays are designed to attract consumer attention effectively.

Marketing Strategy and Media

Media strategies align with target consumers’ habits for effective advertisement placement.
High-involvement product advertisements benefit from detailed print media, while low-involvement products are best suited for TV.
For low-involvement products, ads should utilize vibrant visuals, engaging topics, and relatable characters to ensure engagement.

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Description

Explore the concept of Just Noticeable Difference (JND) and its significance in sensory perception. Discover how this principle is applied in marketing to ensure that changes in products are not easily detected by consumers. This quiz covers examples and applications of JND in various product contexts.