Consumer Behavior Chapter 5

Front 1

the minimum amount of stimulation that can be detected on a given sensory channel

Back 1

absolute threshold

Front 2

the process that occurs when a sensation becomes so familiar that it no longer commands attention

Back 2

adaptation

Front 3

the assignment of processing activity to selected stimuli

Back 3

attention

Front 4

a technique where composers and producers weave a distinct sound/motif into a piece of music that sticks in people's minds over time

Back 4

audio watermarking

Front 5

technology applications that layer digital information over a physical space to add additional information for users

Back 5

augmented reality

Front 6

the Gestalt principle that describes a person's tendency to supply missing information in order to perceive a holistic image

Back 6

closure principle

Front 7

subtle clues in the environment that influence a person's decisions

Back 7

context effects

Front 8

stimuli that differ from others around them

Back 8

contrast

Front 9

the ability of a sensory system to detect changes or differences amongst stimuli

Back 9

differential threshold

Front 10

tiny figures inserted into magazines by using high-speed photography or airbrushing; these hidden figures, usually of a sexual nature, supposedly exert strong but unconscious influence on innocent readers

Back 10

embeds

Front 11

an initial stage of perception during which some sensations come within range of consumers' sensory receptors

Back 11

exposure

Front 12

the argument that in today's media environment marketers compete for consumer's attention rather than their money

Back 12

eyeball economy

Front 13

the Gestalt principle whereby one part of a stimulus configuration dominates a situation whereas other aspects recede into the background

Back 13

figure-ground principle

Front 14

meaning derived form the totality of a set of stimuli, rather than from any individual stimulus

Back 14

gestalt

Front 15

the portion of a website that a person's eyes naturally gravitate to first, which makes it more likely that search results located in that area will be seen

Back 15

golden triangle

Front 16

touch-related sensations

Back 16

haptic

Front 17

the multisensory, fantasy, and emotional aspects of consumers' interactions with products

Back 17

hedonic consumption

Front 18

the becoming real of what is initially simulation or "hype"

Back 18

hyperreality

Front 19

a sign that resembles the product in some way

Back 19

icon

Front 20

a sign that is connected to a product because they share some property

Back 20

index

Front 21

the meaning derived from a sign or symbol

Back 21

interpretant

Front 22

the process whereby meanings are assigned to stimuli

Back 22

interpretation

Front 23

the minimum difference between two stimuli that can be detected by a perceiver

Back 23

just noticeable differences (j.n.d.)

Front 24

a Japanese philosophy that translates customer's feelings into design elements

Back 24

Kinsei engineering

Front 25

processing information from more than one medium at a time

Back 25

multitasking

Front 26

a philosophy of computer design that incorporates habitual human movements

Back 26

natural user interface

Front 27

in semiotic terms, the product that is the focus of the message

Back 27

object

Front 28

the process by which stimuli are selected, organized and interpreted

Back 28

perception

Front 29

the tendency for consumers to avoid processing stimuli that are threatening to them

Back 29

perceptual defense

Front 30

process by which people attend to only a small portion of the stimuli to which they are exposed

Back 30

perceptual selection

Front 31

the tendency for consumers to be more aware of stimuli that relate to their current needs

Back 31

perceptual vigilance

Front 32

an organization's use of elements in the marketing mix to influence the consumer's interpretation of a product's meaning vis-à-vis competitors

Back 32

positioning strategy

Front 33

the Gestalt principle that describes how consumers tend to group objects that share similar physical characteristics

Back 33

principle of similarity

Front 34

the science that focuses on how the physical environment is integrated into the consumer's subjective experience

Back 34

psychophysics

Front 35

an example of hyperreality in which fictional products that appear in shows become popular in the real world

Back 35

reverse product placement

Front 36

elements of an online ad that employee movement to gain attention

Back 36

rich media

Front 37

an organized collection of beliefs and feelings that represented in a cognitive category

Back 37

schema

Front 38

a field of study that examines the correspondence between signs and symbols and the meaning or meanings they convey

Back 38

semiotic

Front 39

the immediate response of sensory receptors (eyes, ears, nose, mouth, fingers) to such basic stimuli as light, color, sound, odors and textures

Back 39

sensation

Front 40

marketing strategies that focus on the impact of sensations on our product experiences

Back 40

sensory marketing

Front 41

a condition in where consumers are exposed to far more information than they can process

Back 41

sensory overload

Front 42

a distinctive sound or aroma that an organization links to its brand identity

Back 42

sensory signature

Front 43

the point at which a stimulus is strong enough to make a conscious impact on a person's awareness

Back 43

sensory threshold

Front 44

the sensory imagery that represents the intended meanings of the object

Back 44

sign

Front 45

the process by which the way a word sounds influences our assumptions about what it describes and attributes such as size

Back 45

sound symbolism

Front 46

the processing of stimuli presented below the level of the consumer's awareness

Back 46

subliminal perception

Front 47

a sign that is related to a product through either conventional or agreed-on associations

Back 47

symbol

Front 48

color combinations that become strongly associated with a corporation

Back 48

trade dress

Front 49

the principle tat the stronger the initial stimulus, the greater its change must be for it to be noticed

Back 49

Weber's Law