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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?
What is the term used to describe the minimum amount of a specific odorant that can be detected?
Which of the following statements about pain threshold is true?
Which of the following statements about pain threshold is true?
What phenomenon explains why consumers may stop noticing the same advertisement over time?
What phenomenon explains why consumers may stop noticing the same advertisement over time?
Which of the following factors can influence absolute threshold?
Which of the following factors can influence absolute threshold?
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What is the alternative term for differential threshold?
What is the alternative term for differential threshold?
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Experiential marketing is particularly effective for combating which issue?
Experiential marketing is particularly effective for combating which issue?
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Which of the following is an example of utilizing virtual reality in marketing?
Which of the following is an example of utilizing virtual reality in marketing?
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Which type of sensitivity relates to the lightest touch that can be felt on the skin?
Which type of sensitivity relates to the lightest touch that can be felt on the skin?
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How does consumer motivation affect perception?
How does consumer motivation affect perception?
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What is perceptual defense in consumer behavior?
What is perceptual defense in consumer behavior?
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What effect does the color green have in advertising for health-focused products?
What effect does the color green have in advertising for health-focused products?
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How can varying sensory input help combat perceptual defense?
How can varying sensory input help combat perceptual defense?
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How does a student's perception of a professor get influenced by their peers?
How does a student's perception of a professor get influenced by their peers?
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Why might someone who is overweight notice ads for diet food more frequently?
Why might someone who is overweight notice ads for diet food more frequently?
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What role does unique packaging play in consumer choice?
What role does unique packaging play in consumer choice?
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What impact does hunger have on a consumer's perception of ads?
What impact does hunger have on a consumer's perception of ads?
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What happens when improvements are made below the Just Noticeable Difference (JND)?
What happens when improvements are made below the Just Noticeable Difference (JND)?
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What is a typical strategy for marketers to manage product changes below the JND?
What is a typical strategy for marketers to manage product changes below the JND?
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What is the risk involved with changes that exceed the Just Noticeable Difference (JND)?
What is the risk involved with changes that exceed the Just Noticeable Difference (JND)?
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Which of the following best describes 'perceptual selection'?
Which of the following best describes 'perceptual selection'?
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What factors influence which stimuli consumers choose to pay attention to?
What factors influence which stimuli consumers choose to pay attention to?
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How can personal expectations affect perception?
How can personal expectations affect perception?
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What stage comes immediately after perceptual selection in the stages of perception formation?
What stage comes immediately after perceptual selection in the stages of perception formation?
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What is a common mistake marketers make with packaging designs?
What is a common mistake marketers make with packaging designs?
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How does cultural background influence an individual's perception of flavors?
How does cultural background influence an individual's perception of flavors?
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Which principle of perceptual organization refers to the relationship between a stimulus and its surrounding context?
Which principle of perceptual organization refers to the relationship between a stimulus and its surrounding context?
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What is the effect of grouping in perceptual organization?
What is the effect of grouping in perceptual organization?
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What is meant by closure in the context of perceptual organization?
What is meant by closure in the context of perceptual organization?
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Why is it important for advertisers to consider figure and ground in their advertisements?
Why is it important for advertisers to consider figure and ground in their advertisements?
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How can grouping be effectively utilized in product placement within retail settings?
How can grouping be effectively utilized in product placement within retail settings?
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What might happen if a consumer perceives a marketing message as incomplete?
What might happen if a consumer perceives a marketing message as incomplete?
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What role does contrast play in perceptual organization?
What role does contrast play in perceptual organization?
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How do food names affect consumer perception?
How do food names affect consumer perception?
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What does the Halo Effect refer to in marketing?
What does the Halo Effect refer to in marketing?
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What is a potential consequence of introducing a new product before it is perfected?
What is a potential consequence of introducing a new product before it is perfected?
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How might a well-liked celebrity endorsement impact consumer perceptions?
How might a well-liked celebrity endorsement impact consumer perceptions?
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What stereotype might be perpetuated by using the word 'bossy' for a woman leader?
What stereotype might be perpetuated by using the word 'bossy' for a woman leader?
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How does appearance at a networking event influence perceptions?
How does appearance at a networking event influence perceptions?
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What impact does viewing a person's profile picture have on perceptions?
What impact does viewing a person's profile picture have on perceptions?
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What effect does a prestigious product image have on other products in the same brand?
What effect does a prestigious product image have on other products in the same brand?
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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.
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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.
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Grouping: Instinctive tendency to group stimuli into unified wholes.
- Implications for product placement (e.g., pickles near burgers).
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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.
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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.