Psychology of Perception
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Questions and Answers

What is the primary focus of the study of perception?

  • The process of selecting, organizing, and interpreting sensations (correct)
  • The role of memories in the perceptual process
  • The impact of sensations on product experiences
  • The external stimuli or sensory inputs

    • What is the term for the sensory impression a brand leaves in people's minds?

  • Sensory marketing
  • Trade dress
  • Sensory signature (correct)
  • Hedonic consumption

    • What is the purpose of sensory marketing?

  • To differentiate a product from the competition
  • To pay attention to the impact of sensations on product experiences (correct)
  • To create a sensory signature
  • To trigger memories from the past

    • What is the role of colors in marketing?

    <p>To create feelings of arousal, stimulation, or relaxation</p> Signup and view all the answers

    What is the term for the raw data that begins the perceptual process?

    <p>Sensations</p> Signup and view all the answers

    What is the process of selecting, organizing, and interpreting sensations referred to as?

    <p>Perception</p> Signup and view all the answers

    What is the process by which raw stimuli are translated into meaning?

    <p>Perception</p> Signup and view all the answers

    How many senses do humans have to receive external stimuli?

    <p>5</p> Signup and view all the answers

    What is the minimum amount of stimulation a person can detect on a given sensory channel?

    <p>Absolute threshold</p> Signup and view all the answers

    What determines the ability to detect the difference between two stimuli?

    <p>Both intensity of the initial stimulus and consumer's sensitivity to stimuli</p> Signup and view all the answers

    What is the term for the difference between two stimuli that a person can just detect?

    <p>JND</p> Signup and view all the answers

    What stage of the perceptual process involves a stimulus coming within the range of someone's sensory receptors?

    <p>Stage 1: Exposure</p> Signup and view all the answers

    What is the primary purpose of embeds in magazine ads?

    <p>To exert strong but unconscious influences on readers</p> Signup and view all the answers

    What is the primary function of perceptual filters?

    <p>To select and process relevant sensory information</p> Signup and view all the answers

    What is the main challenge marketers face in getting consumer attention?

    <p>Sensory overload</p> Signup and view all the answers

    What is the process by which certain properties of a stimulus evoke a schema that leads to evaluating the stimulus in terms of other similar stimuli?

    <p>Priming</p> Signup and view all the answers

    What is subliminal perception?

    <p>A perception that is below the threshold level</p> Signup and view all the answers

    What is the outcome of interpreting sensory stimuli according to learned patterns and expectations?

    <p>Meaning assignment</p> Signup and view all the answers

    What is one way networks try to engage viewers during commercial breaks?

    <p>By engaging viewers with original content</p> Signup and view all the answers

    What is the term for the process by which we assign meaning to sensory stimuli based on our beliefs and experiences?

    <p>Interpretation</p> Signup and view all the answers

    What is the purpose of teaser ads?

    <p>To start a story and ask viewers to go to the website for the rest</p> Signup and view all the answers

    What is the term for the criteria used to evaluate a product, package, or message based on the schema evoked?

    <p>Schema evaluation</p> Signup and view all the answers

    Why do marketers use movement in Ultimedia advertisements online?

    <p>To get viewer attention</p> Signup and view all the answers

    What is the stage in which we assign meaning to sensory stimuli based on our learned patterns and expectations?

    <p>Interpretation</p> Signup and view all the answers

    What influences consumer feelings about a package's contents?

    <p>The package schematics</p> Signup and view all the answers

    What fundamental organizational principles are based on Gestalt psychology?

    <p>The principles of similarity, closure, and figure-ground</p> Signup and view all the answers

    What is the field of semiotics concerned with?

    <p>The study of how we assign meanings to signs and symbols</p> Signup and view all the answers

    What is the third stage of the consumer perception process?

    <p>Stimulus interpretation</p> Signup and view all the answers

    What is the purpose of the field of semiotics in marketing?

    <p>To understand how consumers assign meanings to symbols and messages</p> Signup and view all the answers

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