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29 Cards in this Set
- Front
- Back
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Perception
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The process by which the human mind becomes aware of an interprets a stimulus.
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The 3S model of perception
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Sensation, Selection, Sense-Making
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Sensation
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An even in which a stimulus comes within reach of one or more of our 5 senses
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Stimulus
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Any object or event in the external environment
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Selection
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Paying attention and becoming ready to recieve more information about the stimulus
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Sense-Making
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The art of making sense of the stimulus information
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Exposure
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Marketer's equivalent of perception.
When a stimulus or message comes within the consumer's sensory reach. |
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Product Placement
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The strategy of embedding a a product within a media program
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Zapping
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Switching channels during the commercials
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Zipping
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Fast-forwarding through commercials
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Attention
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The marketer's version of selection
Allocation of mental processing capacity |
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Vividness
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the brightness and distinctivenss of a stimulus
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Contrast
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A stimulus' distinct difference from its environment or background
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Voluntary vs Involuntary attention
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Voluntary: attention is given by choice
Involuntary: forced on the consumer, an intrusion |
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sensory characteristic
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a characteristic that stimulates any of the 5 senses
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Sensory experience
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how we feel when a stimulus makes contact with our senses
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cultural symbolism
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the meaning any characteristic or entity comes to have in a particular culture
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Context
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the setting or surrounding in which a stimulus is situated
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Cognitive skills
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the mental ability to hold and process information
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perpetual distortion
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information beitng encoded non-objectively
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Perceptual Threshold / Differential threshold
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the minimum level of magnitude at which a stimulus begins to be sensed
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Just-noticable difference
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the magnitude of change neccessary for the change to be noticed
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Weber's Law
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the magnitude of the change needed for it to noticed depends on the base quantity
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Subliminal Perception
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the perception of a stimulus without being aware of it
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subliminal stimuli
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stimuli of which one is not conscious
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mere exposure effect
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mere exposure to a stimulus can create a liking for that stimulus, even without consumers being aware of having seen the stimulus before
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Gestalt Perception
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a general, overall image formed in the mind
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Closure principle
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consumers have a natural tendancy to complete a partial stimulus, supplying the missing information from memory
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reference price
internal vs external |
the price consumers expect to pay
Internal reference price: the price we believe to be the right price External reference price: the price the marketer uses to anchor a price advantage |
