Podcast
Questions and Answers
What is the primary factor that influences consumers' actions according to the content?
What is the primary factor that influences consumers' actions according to the content?
Absolute threshold is defined as the highest level at which anyone can experience a sensation.
Absolute threshold is defined as the highest level at which anyone can experience a sensation.
False
What do marketers need to understand to effectively sell their products and services?
What do marketers need to understand to effectively sell their products and services?
Consumers' perceptions
The smallest difference that can be detected between two similar stimuli is referred to as the ______.
The smallest difference that can be detected between two similar stimuli is referred to as the ______.
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Which of the following stimuli is considered an example of exposure?
Which of the following stimuli is considered an example of exposure?
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Subliminal perception involves being fully aware of the stimuli being perceived.
Subliminal perception involves being fully aware of the stimuli being perceived.
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Why might consumers pay more attention to advertisements when considering a specific purchase?
Why might consumers pay more attention to advertisements when considering a specific purchase?
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Match the following terms with their definitions:
Match the following terms with their definitions:
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What term describes the process where consumers become aware of stimuli that motivates them unconsciously?
What term describes the process where consumers become aware of stimuli that motivates them unconsciously?
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Selective exposure occurs when consumers actively seek out unpleasant messages.
Selective exposure occurs when consumers actively seek out unpleasant messages.
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What is meant by perceptual defense in consumer behavior?
What is meant by perceptual defense in consumer behavior?
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Perceptual __________ occurs when consumers group stimuli into unified wholes.
Perceptual __________ occurs when consumers group stimuli into unified wholes.
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What is perceptual mapping used for in marketing?
What is perceptual mapping used for in marketing?
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Perceived price is the actual price a consumer pays for a product.
Perceived price is the actual price a consumer pays for a product.
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What is the halo effect in consumer psychology?
What is the halo effect in consumer psychology?
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A reference price is any price that a consumer uses as a basis for __________.
A reference price is any price that a consumer uses as a basis for __________.
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Match the following consumer perceptions with their characteristics:
Match the following consumer perceptions with their characteristics:
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Which of the following factors affects consumer perception of price-quality value?
Which of the following factors affects consumer perception of price-quality value?
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Consumers always correctly perceive stimuli they are exposed to.
Consumers always correctly perceive stimuli they are exposed to.
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What happens during product repositioning?
What happens during product repositioning?
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Study Notes
Sensation and Perception in Marketing
- Consumers base their actions on perception, not objective reality. Perception is influenced by individual needs, wants, values, and experiences.
- Marketing understanding of perception intersects with psychology, physiology, and biology.
Exposure
- Exposure is encountering a sensory stimulus. Common marketing stimuli include billboards, radio ads, bumper stickers & online ads.
- Exposure is often random and ignored, but increases based on consideration of a purchase (e.g., a new car).
Thresholds
- Threshold is the stimulus level for registering perception.
- Absolute threshold is the lowest level for experiencing sensation. It's the point of detecting a difference between "something" and "nothing."
- Differential threshold, or just noticeable difference, is the smallest detectable difference between similar stimuli.
Subliminal Perception
- Subliminal perception is perceiving stimuli unconsciously.
- Stimuli are too weak or brief to be consciously noticed but strong enough for receptor cells to perceive.
- Consumers can be motivated below conscious awareness through subliminal messages.
Perceptual Selection
- Consumers selectively perceive aspects of their environment.
- Past experiences and motives influence consumer selection.
- Numerous marketing stimuli (product attributes, packaging, brand name, advertisements, placement) affect consumer perception.
Selective Processes
- Selective Exposure: Consumers seek out pleasant, relevant messages and avoid unpleasant ones.
- Perceptual Defense: Consumers avoid uncomfortable stimuli.
- Perceptual Blocking: Consumers filter out marketing stimuli (e.g., TiVo).
Perceptual Organization
- Consumers perceive marketing stimuli as organized groups, not separate entities.
- This grouping ("perceptual grouping") aids memory & recall and is key for brand imagery.
- Marketers use this to connect meanings with their products.
Closure
- Closure occurs when consumers perceive incomplete stimuli as complete wholes.
- Consumers fill in missing pieces to perceive unified information.
Perceptual Interpretation
- Perception is affected by contextual factors like exposure time, visibility, and noise.
- Even strong stimuli can appear different based on viewpoint and conditions (angle, distance from source, light/sound).
Perceptual Distortion
- Distortion results from stereotypes, appearance, initial impressions, or the halo effect (responding similarly to unrelated, similar stimuli).
Consumer Imagery
- Consumer imagery are the enduring images associated with products/brands.
- Iconography has significant symbolic value based on self-perception of consumers.
Product Positioning
- Product positioning is the consumer's mental image of a product/brand.
- Perception is key to successful marketing – more important than physical characteristics.
- Long-term product success depends on perceived attractiveness and actual performance.
- Product positioning may change due to market shifts (e.g., competitor brands entering the market).
Perceptual Mapping
- Perceptual mapping visualizes how products/brands are perceived compared to competitors.
- Example: Comparing soft drinks against others on a map based on caffeine and sugar content.
Perceived Price
- Perceived price is the consumer's subjective view on a product's price (high, low, fair).
- Reference price is a price used for comparison when evaluating a product/service price.
Perceived Quality
- Perceived quality is judging product/service quality relative to other features.
- Products: judged by physical characteristics (size, color, aroma).
- Services: harder to evaluate, as they are intangible, variable, and perishable.
Price-Quality Relationship
- Consumers often use price to gauge product quality.
- Pricing and perceived quality are intertwined, often influenced by individual consumer characteristics like age and income level.
Consumer Risk
- Consumer risk is perceived associated risk, influencing how extensively consumers research products.
- Higher risk leads to more review and considerations of information.
- Lack of experience leads to trust in established brands.
Attitudes
- Attitudes are long-lasting evaluations about people, objects, or ideas (including self).
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Description
Explore how consumer perception influences marketing strategies. This quiz delves into key concepts such as exposure, thresholds, and subliminal perception, emphasizing the psychological aspects that dictate consumer behavior. Understand how marketers leverage these principles to create effective advertising.
