Sensation and Perception in Marketing

False (B)

Consumers' perceptions

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

<p>Driving and noticing a billboard (D)</p> Signup and view all the answers

<p>False (B)</p> Signup and view all the answers

<p>They are seeking information about options and terms.</p> Signup and view all the answers

<p>Exposure = Extent of encountering sensory stimuli Absolute threshold = Lowest level at which a sensation can be detected Differential threshold = Minimal difference between two stimuli Subliminal perception = Perception without conscious awareness</p> Signup and view all the answers

<p>Subliminal perception (B)</p> Signup and view all the answers

<p>False (B)</p> Signup and view all the answers

<p>It is when consumers ignore uncomfortable stimuli despite past exposure.</p> Signup and view all the answers

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

<p>To visualize product positioning in consumers' minds (B)</p> Signup and view all the answers

<p>False (B)</p> Signup and view all the answers

<p>A tendency to respond to similar stimuli as the original stimulus due to initial impressions.</p> Signup and view all the answers

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

<p>Perceived quality = Judgment based on various attributes Price-quality relationship = Price as an indicator of quality Consumer attitude = Lasting evaluation of objects Consumer risk = Perceived danger in making a purchase</p> Signup and view all the answers

<p>Consumer age and income (D)</p> Signup and view all the answers

<p>False (B)</p> Signup and view all the answers

<p>A product's image is altered in response to market dynamics.</p> Signup and view all the answers

The extent to which we encounter a sensory stimulus. It's how much we're exposed to things like ads, billboards, and other marketing messages.

The level of stimulus needed for someone to notice it. It's the point where you can actually detect something.

The lowest level at which anyone can sense a stimulus. This is the point where you can tell something from nothing.

The smallest difference between two similar stimuli that can be detected. It's how much something needs to change for you to notice.

When people sense stimuli without consciously realizing they're doing so. The stimuli are too weak or brief to be noticed consciously, but they're still perceived.

Our personal perception of reality is influenced by our needs, wants, values, and experiences. What we perceive as real is subjective.

Consumers make decisions based on their perception of a product or service, not necessarily on objective facts.

Understanding perception is key for marketing success. It allows marketers to create compelling messages that resonate with consumers.

A process where consumers unconsciously select the information they perceive from their environment. They only focus on a small fraction, favoring stimuli aligned with their needs, interests, and past experiences.

Consumers actively seek out enjoyable or familiar information while avoiding unpleasant messages. It's about choosing what you want to see.

Consumers ignore or block out uncomfortable stimuli they've encountered before. They're shielding themselves from discomfort.

Consumers tune out and block marketing and advertising stimuli to avoid being overwhelmed by the constant bombardment of information.

Grouping individual stimuli into larger, unified wholes, making it easier for consumers to remember and recall information.

Completing an incomplete pattern by filling in the missing information, creating unified wholes.

Our senses are influenced by factors like brief exposures, low visibility, fluctuating noise. Even strong stimuli can be distorted by perspective, distance, sound levels, etc.

A form of distortion where consumers apply stereotypes, focus on appearance, jump to conclusions, or perceive unrelated stimuli similarly due to prior experiences.

The enduring images or perceptions consumers hold of products or brands, often based on the symbolic meaning they associate with those products.

The image a product or brand creates in the consumer's mind, strongly influenced by sensory characteristics, and often more important than actual product features.

Repositioning a product amidst unexpected market events, such as competition, or losing unique identity, to redefine its perception in consumers’ minds.

A visual representation of how products are perceived by consumers, comparing them on key attributes like price or quality.

A consumer's subjective judgment of the price of a product or service, based on whether they perceive it as high, low, or fair, compared to their reference price.

Any price a consumer uses as a reference point when evaluating the price of a product, helping them determine if a price is high or low.

A consumer's subjective judgment of the quality of a product or service relative to its attributes. It’s often based on physical characteristics like size, color, or smell.