Podcast
Questions and Answers
What is the principle that describes a preference for contours based on smooth continuity over abrupt changes of direction?
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?
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?
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?
Which of the following describes how expectations influence consumer perception?
Which factor does NOT play a role in consumer interpretation of price?
Which factor does NOT play a role in consumer interpretation of price?
According to the extended model of consumer interpretation of price, what does perceived sacrifice indicate?
According to the extended model of consumer interpretation of price, what does perceived sacrifice indicate?
What was the outcome when participants perceived vanilla pudding as dark brown?
What was the outcome when participants perceived vanilla pudding as dark brown?
What does a high price indicate about the quality of a product under certain circumstances?
What does a high price indicate about the quality of a product under certain circumstances?
What does the German word 'gestalt' mean?
What does the German word 'gestalt' mean?
Which principle explains the tendency to perceive an incomplete picture as complete?
Which principle explains the tendency to perceive an incomplete picture as complete?
According to the figure-ground principle, what do we perceive to dominate a visual stimulus?
According to the figure-ground principle, what do we perceive to dominate a visual stimulus?
What principle is demonstrated when consumers group objects that share similar physical characteristics?
What principle is demonstrated when consumers group objects that share similar physical characteristics?
How does the principle of proximity influence visual perception?
How does the principle of proximity influence visual perception?
What does the continuity principle emphasize in visual perception?
What does the continuity principle emphasize in visual perception?
Which of the following statements is true regarding the figure-ground principle?
Which of the following statements is true regarding the figure-ground principle?
In the context of similarity, what is most likely to happen when objects share similar visual characteristics?
In the context of similarity, what is most likely to happen when objects share similar visual characteristics?
What is a factor that influences consumers' perception of quality based on price differences?
What is a factor that influences consumers' perception of quality based on price differences?
In semiotics, what component represents the sensory imagery associated with a product?
In semiotics, what component represents the sensory imagery associated with a product?
Which type of product is likely to benefit from advertisements utilizing bright colors and animated characters?
Which type of product is likely to benefit from advertisements utilizing bright colors and animated characters?
What role does 'Interpretant' play in the context of semiotics?
What role does 'Interpretant' play in the context of semiotics?
How do retailers effectively use exposure as a marketing strategy?
How do retailers effectively use exposure as a marketing strategy?
Which media strategy is best suited for high involvement products?
Which media strategy is best suited for high involvement products?
What influences the attention that certain items receive in a retail environment?
What influences the attention that certain items receive in a retail environment?
What is a common consumer behavior regarding familiar brands and price as an indicator of quality?
What is a common consumer behavior regarding familiar brands and price as an indicator of quality?
What element helps to make an advertisement more intense and catches the attention of consumers?
What element helps to make an advertisement more intense and catches the attention of consumers?
Which location for a product is likely to attract the most consumer attention?
Which location for a product is likely to attract the most consumer attention?
What factor can significantly enhance consumer attention by using unexpected elements?
What factor can significantly enhance consumer attention by using unexpected elements?
What is meant by 'learned' attention in marketing?
What is meant by 'learned' attention in marketing?
Gestalt principles are primarily concerned with which of the following?
Gestalt principles are primarily concerned with which of the following?
Which stage involves the process of organizing and interpreting information?
Which stage involves the process of organizing and interpreting information?
The 'human factor' in advertising can be best described as:
The 'human factor' in advertising can be best described as:
What aspect is least likely to affect consumer attention in an advertisement?
What aspect is least likely to affect consumer attention in an advertisement?
What does the Just Noticeable Difference (JND) refer to?
What does the Just Noticeable Difference (JND) refer to?
In marketing, how should prices be adjusted when raising them?
In marketing, how should prices be adjusted when raising them?
Which marketing strategy relates to the JND for product packaging updates?
Which marketing strategy relates to the JND for product packaging updates?
What is the role of selective attention in information processing?
What is the role of selective attention in information processing?
How can marketers activate the orientation reflex?
How can marketers activate the orientation reflex?
What should be done when launching a product with a significant change?
What should be done when launching a product with a significant change?
What is pre-attention in consumer behavior?
What is pre-attention in consumer behavior?
How can marketers effectively grab consumer attention?
How can marketers effectively grab consumer attention?
Flashcards are hidden until you start studying
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.
Studying That Suits You
Use AI to generate personalized quizzes and flashcards to suit your learning preferences.
