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Questions and Answers
Which of the following best describes the concept of perception?
Which of the following best describes the concept of perception?
What is the main function of the 'filter mechanism' in the pyramid of perception?
What is the main function of the 'filter mechanism' in the pyramid of perception?
In sensory marketing, why would a company use specific colors in their branding, such as red?
In sensory marketing, why would a company use specific colors in their branding, such as red?
What is 'sound symbolism' in the context of sensory marketing?
What is 'sound symbolism' in the context of sensory marketing?
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The 'endowment effect', as discussed in the text, is related to which sensory experience?
The 'endowment effect', as discussed in the text, is related to which sensory experience?
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Which of the following defines the term 'absolute threshold'?
Which of the following defines the term 'absolute threshold'?
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What is the first stage of the perceptual process?
What is the first stage of the perceptual process?
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What is 'trade dress', as used in the context of sensory marketing related to vision?
What is 'trade dress', as used in the context of sensory marketing related to vision?
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According to the state dependent retrieval effect, what is the best way for a consumer to access learned information?
According to the state dependent retrieval effect, what is the best way for a consumer to access learned information?
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What does the Von Restorff effect suggest will improve the recall of a stimulus?
What does the Von Restorff effect suggest will improve the recall of a stimulus?
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What is the effect of mixed emotions on memory recall?
What is the effect of mixed emotions on memory recall?
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How do memories of positive and negative events tend to evolve over time, according to the provided content?
How do memories of positive and negative events tend to evolve over time, according to the provided content?
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Which effect suggests items at the beginning of a list are recalled better?
Which effect suggests items at the beginning of a list are recalled better?
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If a product or advertisement is serving as a powerful retrieval cue evoking feelings of the past, what is this described as?
If a product or advertisement is serving as a powerful retrieval cue evoking feelings of the past, what is this described as?
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If memory is stored in terms of claims the brand makes such as, 'it's macho', what type of memory storage is this?
If memory is stored in terms of claims the brand makes such as, 'it's macho', what type of memory storage is this?
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If memory is stored in terms of whether a consumer thinks 'that looks cool', which type of memory storage is this?
If memory is stored in terms of whether a consumer thinks 'that looks cool', which type of memory storage is this?
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According to Gestalt psychology, how do people primarily derive meaning from stimuli?
According to Gestalt psychology, how do people primarily derive meaning from stimuli?
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Which of the following best describes the 'closure principle' within Gestalt principles?
Which of the following best describes the 'closure principle' within Gestalt principles?
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In semiotics, what is the 'interpretant'?
In semiotics, what is the 'interpretant'?
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Which type of sign in semiotics directly resembles the product?
Which type of sign in semiotics directly resembles the product?
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If a brand uses a pine tree image to suggest 'fresh scent', what type of sign is this in semiotics?
If a brand uses a pine tree image to suggest 'fresh scent', what type of sign is this in semiotics?
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A brand positioning strategy can be used to influence a consumer's interpretation of the brand, which of these is NOT a dimension that marketers can use?
A brand positioning strategy can be used to influence a consumer's interpretation of the brand, which of these is NOT a dimension that marketers can use?
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What is a perceptual hypothesis in the context of sensory processing?
What is a perceptual hypothesis in the context of sensory processing?
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How does 'perceptual constancy' affect our experience of stimuli?
How does 'perceptual constancy' affect our experience of stimuli?
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According to the study by Holland et al. (2005), what is the nonconscious effect of citrus scent on behavior?
According to the study by Holland et al. (2005), what is the nonconscious effect of citrus scent on behavior?
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Which Gestalt principle explains why we tend to perceive smooth lines as preferable to jagged or broken ones?
Which Gestalt principle explains why we tend to perceive smooth lines as preferable to jagged or broken ones?
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What does Weber's Law suggest about detecting changes in stimuli?
What does Weber's Law suggest about detecting changes in stimuli?
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Which of the following best describes the concept of 'perceptual defense'?
Which of the following best describes the concept of 'perceptual defense'?
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What is the crucial defining factor that distinguishes a stimulus that is subliminal from one that is not?
What is the crucial defining factor that distinguishes a stimulus that is subliminal from one that is not?
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How does the concept of 'adaptation' affect consumer attention over time?
How does the concept of 'adaptation' affect consumer attention over time?
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Which of these is NOT a factor influencing adaptation?
Which of these is NOT a factor influencing adaptation?
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Which of the following is an example of a 'differential threshold' being used by a marketer?
Which of the following is an example of a 'differential threshold' being used by a marketer?
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Why is it difficult to effectively use subliminal advertising techniques in marketing contexts?
Why is it difficult to effectively use subliminal advertising techniques in marketing contexts?
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What does 'perceptual vigilance' describe in the context of consumer behavior?
What does 'perceptual vigilance' describe in the context of consumer behavior?
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What is meant by 'sensory overload' in the context of consumer behavior?
What is meant by 'sensory overload' in the context of consumer behavior?
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When consumers are interpreting stimulus, what is the main thing they are trying to determine?
When consumers are interpreting stimulus, what is the main thing they are trying to determine?
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What is the primary characteristic of learning according to the provided material?
What is the primary characteristic of learning according to the provided material?
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In classical conditioning, what role does the unconditioned stimulus play?
In classical conditioning, what role does the unconditioned stimulus play?
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What happens during the extinction phase of classical conditioning?
What happens during the extinction phase of classical conditioning?
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How does stimulus discrimination manifest in classical conditioning?
How does stimulus discrimination manifest in classical conditioning?
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In marketing, how is classical conditioning used by pairing celebrities with products?
In marketing, how is classical conditioning used by pairing celebrities with products?
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Which of the following best defines stimulus generalization as applied to marketing?
Which of the following best defines stimulus generalization as applied to marketing?
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How does 'family branding' utilize classical conditioning principles?
How does 'family branding' utilize classical conditioning principles?
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What is the core idea behind operant or instrumental conditioning?
What is the core idea behind operant or instrumental conditioning?
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Which of the following exemplifies negative reinforcement?
Which of the following exemplifies negative reinforcement?
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How does punishment impact a response, according to principles of conditioning?
How does punishment impact a response, according to principles of conditioning?
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What happens to a response during extinction in operant conditioning?
What happens to a response during extinction in operant conditioning?
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What is the key element in vicarious learning/observational learning?
What is the key element in vicarious learning/observational learning?
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What is iconic rote learning primarily based on?
What is iconic rote learning primarily based on?
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What role does 'reasoning' play in cognitive learning theory?
What role does 'reasoning' play in cognitive learning theory?
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Which of the following sequences accurately describes the information processing approach to memory?
Which of the following sequences accurately describes the information processing approach to memory?
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Study Notes
Sensation and Perception
- Sensation: The immediate response of sensory receptors (eyes, ears, nose, mouth, skin) to basic stimuli (light, color, sound, odor, texture).
- Perception: The process of selecting, organizing, and interpreting sensations to give meaning to them.
- Pyramid of Perception: Sensory input is filtered, with only some signals reaching conscious awareness.
- Filter Mechanism: Determines which sensory data is relevant, e.g., living near a train station reduces awareness of train sounds.
- Sensory Marketing: Companies utilize consumer senses to create desired experiences associated with their products.
- Vision: Marketers use visuals in ads, packaging, and store design; color (blue=relaxing, red=arousal), size, and styling are crucial. Trade dress refers to colors strongly associated with a company.
- Smell: Odors evoke emotions and feelings, and firms use scents in stores, products, and advertising.
- Sound: Sound symbolism, the way a word sounds, influences our perceptions (e.g., size).
- Touch: The endowment effect suggests that touching a product leads to greater perceived value.
- Taste: A sensory input important in consumer experiences.
Perceptual Process Stages
- Exposure: The stimulus enters the range of sensory receptors.
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Sensory Thresholds:
- Absolute Threshold: Minimum stimulation to detect a stimulus (e.g., a dog whistle).
- Differential Threshold/Just Noticeable Difference (JND): The minimum difference between two stimuli for detection. Marketers can use this to make changes that consumers notice.
- Weber's Law: The stronger the initial stimulus, the greater the change needed for detection.
- Subliminal Perception: Stimuli below conscious awareness. Subliminal messages' effectiveness in marketing is debated.
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Attention: Processing activity devoted to a specific stimulus.
- Sensory Overload: Consumers are exposed to more information than they can process.
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Perceptual Selection: Consumers filter information; personal factors and stimulus factors play a role.
- Personal Factors: Personal needs and desires influence what's noticed. Perceptual vigilance (attending to needs) and perceptual defense (avoiding threatening stimuli) are important filters.
- Adaptation: Decreased sensitivity over time due to continuous exposure to a stimulus. Factors include intensity, discrimination, exposure, and relevance.
- Stimulus Factors: Characteristics of the stimulus (e.g., size, color, position, novelty) influence attention.
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Interpretation: Assigning meaning to stimuli.
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Gestalt Psychology: We perceive meaning from the totality of stimuli rather than individual stimuli. Principles:
- Closure: Filling in missing information.
- Similarity: Grouping similar objects.
- Figure-Ground: Distinguishing between the main stimulus (figure) and the background (ground).
- Continuity: Perceiving smooth lines.
- Proximity: Grouping close objects.
- Symmetry: Perceiving symmetrical objects as unified wholes.
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Semiotics: The study of signs and symbols and their meanings (object, sign, interpretant).
- Iconic Signs: Resemble the product.
- Indexical Signs: Share a property with the product.
- Symbolic Signs: Relate via associations.
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Gestalt Psychology: We perceive meaning from the totality of stimuli rather than individual stimuli. Principles:
- Positioning Strategy: Establishing a brand's place in the market based on various features (like lifestyle, price, attributes).
- Holland et al. (2005): Study highlighting the subconscious influence of odors, in this case, citrus cleaner, on cleaning-related thoughts and behaviors.
Learning and Memory
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Learning: Relatively permanent behavioral change from experience.
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Classical Conditioning: Learning associations between stimuli; pairing a neutral stimulus with a stimulus that naturally elicits a response.
- Pavlov's Dog Experiment: Conditioned response (salivation) to a neutral stimulus (bell).
- Extinction: Disappearance of a conditioned response.
- Stimulus Generalization: Responding similarly to similar stimuli.
- Marketing Applications: Creating positive associations with products, branding, and packaging.
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Operant Conditioning: Learning associations between behavior and consequences.
- Positive Reinforcement: Strengthening responses through rewards.
- Negative Reinforcement: Strengthening responses by removing negative stimuli.
- Punishment: Decreasing responses through unpleasant events.
- Extinction: Disappearance of a response due to lack of reinforcement.
- Marketing Applications: Rewarding or punishing consumers for purchase decisions.
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Cognitive Learning: Emphasizing internal mental processes like problem-solving, using previous knowledge, and vicarious learning.
- Vicarious Learning: Learning through observing others.
- Iconic Rote Learning: Association by repetition.
- Reasoning: Using existing knowledge to form new associations.
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Memory: The process of acquiring and storing information for later recall.
- Information-Processing Approach: Encoding, storage, and retrieval.
- Memory Types: Different types of memory are involved.
- Enhancing Storage and Retrieval: Chunking, rehearsal, recirculation, elaboration.
- Enhancing Retrieval: Pioneering brand, descriptive brands, state-dependent retrieval, Von Restorff effect, visual information, emotional messages, primacy/recency effects, and product as memory markers.
- Levels of Memory: Brand-specific, ad-specific, brand identification, product category, and evaluative reactions, leading to different recall possibilities.
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Description
Explore the fascinating concepts of sensation and perception, including sensory responses, the filtering mechanism, and how marketing leverages these processes. Understand how sensory inputs shape our experiences and influence consumer behavior through various sensory marketing strategies.
