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22 Cards in this Set
- Front
- Back
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Perception |
Definition " The process by which physical sensationssuch as sights, sounds, and smells are selected,organised, and interpreted. The eventual interpretationof the stimulus allows it to be assigned meaning." |
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The perceptual process |
Stimuli --> Sensory receptors --> Attention --> Interpretation --> Response --> Perception |
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Selectiive Attention |
People screen out parts of the information they are exposed to |
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Selective Disortion |
Information is interpreted in a way that supports what i already believed |
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Selective Retention |
Consumers easily remember positive features about a brand they lika and tend to forget positive aspects of o competing brand. |
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The different stimuli |
Viosion Smell Sound Touch Taste |
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Absolute threshold |
The minimum amount of stimulatio that can be detected on a sensory channel |
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Differential threshold |
The ability of a sensort system to detect changes or differences between two stimuli. The issue of when or if a change will be noticed is relevant to many marketing situations. |
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JND |
Just noticeable difference |
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Weber's Law |
States that the amount of change that is necessary to be noticed is related to the original intensity of the stimulus. |
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Perceptual selection |
When people attend to only a small portion of the stimuli that they are exposed to. |
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Gestalt psychology |
People derive meaning from the totality of a set of stimuli rather than from any one individual stimuli. |
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Principle of closure |
Consumers tent to perceive an incomplete picture as complete, filling in the blanks based on precious experience. |
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Principle of similarity |
Consumers tend to group together objects that share similar ohsyical characteristics. |
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Figure ground principle |
where one part of the stimulus will dominate while others recede into the background. |
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Interpretation |
The meaning that people assign to phenomena, whether from stimuli from the outside world or the ideas and concepts from the persons own mind |
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Priming |
Where consumers assign meaning based on the set of beliefs held |
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Symbolic consumption |
Where the meaning attached to the act of consuming the goods, eg. femininity, health, wealth |
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Stimulus Ambiguty |
Where consumers project their own experiences an aspirations to assign meaning |
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Stimulus organisation |
Where people relate incoming sensations to imagery of other sensations already in memory based on fundamental organisation principles. |
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Semiotics |
Examines the correspondence between sign and symbols and their role in the assignment of meaning. |
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Hyperreality |
Refers to the becoming real of what is initially 'hype'. |
