29 Questions
What is the primary focus of the study of perception?
The process of selecting, organizing, and interpreting sensations
What is the term for the sensory impression a brand leaves in people's minds?
Sensory signature
What is the purpose of sensory marketing?
To pay attention to the impact of sensations on product experiences
What is the role of colors in marketing?
To create feelings of arousal, stimulation, or relaxation
What is the term for the raw data that begins the perceptual process?
Sensations
What is the process of selecting, organizing, and interpreting sensations referred to as?
Perception
What is the process by which raw stimuli are translated into meaning?
Perception
How many senses do humans have to receive external stimuli?
5
What is the minimum amount of stimulation a person can detect on a given sensory channel?
Absolute threshold
What determines the ability to detect the difference between two stimuli?
Both intensity of the initial stimulus and consumer's sensitivity to stimuli
What is the term for the difference between two stimuli that a person can just detect?
JND
What stage of the perceptual process involves a stimulus coming within the range of someone's sensory receptors?
Stage 1: Exposure
What is the primary purpose of embeds in magazine ads?
To exert strong but unconscious influences on readers
What is the primary function of perceptual filters?
To select and process relevant sensory information
What is the main challenge marketers face in getting consumer attention?
Sensory overload
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?
Priming
What is subliminal perception?
A perception that is below the threshold level
What is the outcome of interpreting sensory stimuli according to learned patterns and expectations?
Meaning assignment
What is one way networks try to engage viewers during commercial breaks?
By engaging viewers with original content
What is the term for the process by which we assign meaning to sensory stimuli based on our beliefs and experiences?
Interpretation
What is the purpose of teaser ads?
To start a story and ask viewers to go to the website for the rest
What is the term for the criteria used to evaluate a product, package, or message based on the schema evoked?
Schema evaluation
Why do marketers use movement in Ultimedia advertisements online?
To get viewer attention
What is the stage in which we assign meaning to sensory stimuli based on our learned patterns and expectations?
Interpretation
What influences consumer feelings about a package's contents?
The package schematics
What fundamental organizational principles are based on Gestalt psychology?
The principles of similarity, closure, and figure-ground
What is the field of semiotics concerned with?
The study of how we assign meanings to signs and symbols
What is the third stage of the consumer perception process?
Stimulus interpretation
What is the purpose of the field of semiotics in marketing?
To understand how consumers assign meanings to symbols and messages
Explore the process of perception, how our brains receive and interpret sensory inputs, and how external stimuli can trigger memories. Learn about the role of sensation in perception.
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