Psychology Chapter on Sensory Perception

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Questions and Answers

What is the term used to describe the minimum amount of a specific odorant that can be detected?

Pain threshold

Chemical detection (correct)

Absolute threshold

Sensory adaptation

Which of the following statements about pain threshold is true?

It is equivalent to the absolute threshold.

It refers to the sensation of touch on the skin.

It is the minimum intensity of a painful stimulus that can be felt. (correct)

It varies greatly and is constant across different individuals.

What phenomenon explains why consumers may stop noticing the same advertisement over time?

Pain threshold

Differential threshold

Chemical detection

Sensory adaptation (correct)

Which of the following factors can influence absolute threshold?

Health (C) Signup and view all the answers

What is the alternative term for differential threshold?

Just noticeable difference (JND) (A) Signup and view all the answers

Experiential marketing is particularly effective for combating which issue?

Sensory adaptation (D) Signup and view all the answers

Which of the following is an example of utilizing virtual reality in marketing?

Virtual Makeup Try-On (A) Signup and view all the answers

Which type of sensitivity relates to the lightest touch that can be felt on the skin?

Pressure sensitivity (B) Signup and view all the answers

How does consumer motivation affect perception?

People perceive stimuli they need or want more acutely. (D) Signup and view all the answers

What is perceptual defense in consumer behavior?

The tendency to ignore stimulating products that one dislikes. (C) Signup and view all the answers

What effect does the color green have in advertising for health-focused products?

It evokes feelings of freshness and promotes natural perception. (C) Signup and view all the answers

How can varying sensory input help combat perceptual defense?

By increasing the variety of stimuli to enhance awareness. (C) Signup and view all the answers

How does a student's perception of a professor get influenced by their peers?

Peer opinions shape expectations and initial perceptions. (D) Signup and view all the answers

Why might someone who is overweight notice ads for diet food more frequently?

Their current eating habits attract such messages. (D) Signup and view all the answers

What role does unique packaging play in consumer choice?

It can create a memorable brand identity boosting selection. (D) Signup and view all the answers

What impact does hunger have on a consumer's perception of ads?

A hungry consumer is more likely to respond positively to food ads. (C) Signup and view all the answers

What happens when improvements are made below the Just Noticeable Difference (JND)?

Credibility of the marketer may be harmed. (C) Signup and view all the answers

What is a typical strategy for marketers to manage product changes below the JND?

Decrease the quantity while keeping the price the same. (A) Signup and view all the answers

What is the risk involved with changes that exceed the Just Noticeable Difference (JND)?

Consumers could become confused about the product. (C) Signup and view all the answers

Which of the following best describes 'perceptual selection'?

Consumers select certain stimuli while ignoring others. (D) Signup and view all the answers

What factors influence which stimuli consumers choose to pay attention to?

Personal experience, needs, and desires. (C) Signup and view all the answers

How can personal expectations affect perception?

They can lead to incorrect interpretations of stimuli. (B) Signup and view all the answers

What stage comes immediately after perceptual selection in the stages of perception formation?

Perceptual organization. (A) Signup and view all the answers

What is a common mistake marketers make with packaging designs?

They make excessive alterations that confuse consumers. (A) Signup and view all the answers

How does cultural background influence an individual's perception of flavors?

It can enhance their enjoyment of diverse cuisines. (C) Signup and view all the answers

Which principle of perceptual organization refers to the relationship between a stimulus and its surrounding context?

Figure and Ground (C) Signup and view all the answers

What is the effect of grouping in perceptual organization?

It enables people to remember information in chunks. (B) Signup and view all the answers

What is meant by closure in the context of perceptual organization?

The drive to fill in gaps in incomplete information. (A) Signup and view all the answers

Why is it important for advertisers to consider figure and ground in their advertisements?

To ensure that the product is not overshadowed by its background. (C) Signup and view all the answers

How can grouping be effectively utilized in product placement within retail settings?

By clustering complementary items together. (A) Signup and view all the answers

What might happen if a consumer perceives a marketing message as incomplete?

They could actively seek to fill in the missing details. (C) Signup and view all the answers

What role does contrast play in perceptual organization?

It emphasizes the differences between stimuli and their environment. (A) Signup and view all the answers

How do food names affect consumer perception?

Elaborate names make the food seem more appealing. (C) Signup and view all the answers

What does the Halo Effect refer to in marketing?

The overall evaluation of a product based on one dimension. (A) Signup and view all the answers

What is a potential consequence of introducing a new product before it is perfected?

It can be fatal to its ultimate success. (D) Signup and view all the answers

How might a well-liked celebrity endorsement impact consumer perceptions?

It can lead consumers to assume the product is high quality. (D) Signup and view all the answers

What stereotype might be perpetuated by using the word 'bossy' for a woman leader?

Women leaders are viewed as overly assertive. (D) Signup and view all the answers

How does appearance at a networking event influence perceptions?

Nervousness may lead to assumptions of unqualification. (C) Signup and view all the answers

What impact does viewing a person's profile picture have on perceptions?

It can influence assumptions about their character. (D) Signup and view all the answers

What effect does a prestigious product image have on other products in the same brand?

It can enhance the perceived value of other products. (B) Signup and view all the answers

Study Notes

Absolute Threshold

Minimum amount of a stimulus that can be detected
Measured in parts per billion (ppb) for odors
Varies based on individual factors (age, health, attention, fatigue) and environmental surroundings

Sensory Perception

Pressure Sensitivity: The lightest touch felt on the skin, akin to a feather brushing the arm
Vibration Sensitivity: The lightest vibration felt on the skin, typically around 1 Hz, detectable on fingertips
Pain Threshold: The minimum intensity of a painful stimulus, like a pinprick

Sensory Adaptation

The process of becoming accustomed to a certain level of stimulation
Consumers become desensitized to repetitive ads, requiring advertisers to change campaigns frequently
Experiential marketing: Engaging consumers with brands through sensory experiences (e.g., IKEA sleepover, Marriott VR tours)

Differential Threshold

The ability to detect changes or differences between two stimuli.
Also known as Just Noticeable Difference (JND).
Improvements below the JND are undetectable, while improvements at or above the JND are noticeable.
Marketers should keep product changes below the JND to avoid detection (e.g., decreasing product size) or above the JND to make changes apparent (e.g., updated packaging).

Logos and Packaging

Updating logos or packaging should be within the JND to maintain instant recognition.
Changes exceeding the JND can confuse consumers (e.g., Coca-Cola's snow-white cans).

Stages of Perception

Perceptual Selection: Consumers are selective when exposed to stimuli, choosing what to pay attention to.
Perceptual Organization: Organizing sensory inputs into unified wholes.
Perceptual Interpretation: Interpreting meaning from sensory information.

Perceptual Selection

Factors that influence selection:
- Previous Experience: Expectations based on familiarity.
- Consumer Motivation: Increased awareness of things relevant to needs and interests.
Perceptual Defense: Subconsciously screening out psychologically threatening stimuli.
- Combatting Perceptual Defense: Varying and increasing sensory input (e.g., warning labels).

Perceptual Organization

Figure and Ground: Interrelationship between stimulus (figure) and its surrounding environment (ground). Contrast helps stimuli stand out.
Grouping: Instinctive tendency to group stimuli into unified wholes.
- Implications for product placement (e.g., pickles near burgers).
Closure: Completing incomplete images or messages.
- Consumers fill in missing information to make sense of stimuli.

Perceptual Interpretation

First Impressions: Tend to be lasting, requiring careful advertising of new products.
Halo Effect: Prestigious image of one product transferring to others under the same brand name.
- Examples: Apple products, Nike athletic wear.

Stereotype Triggers

Appearance: Clothing, posture, facial expressions, grooming can influence perceptions.
Language: Using gendered language can reinforce stereotypes (e.g., "bossy" vs. "assertive").
Experience: Initial encounters can shape judgments, even if inaccurate.
Association: Celebrity endorsements can influence perceptions of product quality.

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Description

Explore the concepts of absolute threshold, sensory perception, and adaptation in this quiz. Learn how individuals detect stimuli and how sensory experiences affect consumer behavior. Discover how various factors influence our perception and adaptation to stimuli.