Mkt 231 Chapter 2

Front 1

reality =

Back 1

perception

reality is what the consumer perceives it to be

Front 2

EAI

Back 2

exposure --> attention --> interpretation

Front 3

sensation

Back 3

response of our sensory receptors

Front 4

perception

Back 4

process by which people select, organize, and interpret these sensatioons

Front 5

vision

Back 5

marketers rely on visuals in advertising, store design, and packaging

meanings are communicated through a product's color, size, and styling

Front 6

sensory perceptions

Back 6

cultural - black funerals, white for japan

biological - women like brighter

black - more aggressive - football

Front 7

Trade dress

Back 7

colors so strongly associated with company, exclusive rights to color

john deer
kodak

Front 8

smell

Back 8

odors can stir emotions or create a calming feeling

finding ways to use smells

chocolate
cadillac leather

most primitive sense- strongest

Front 9

touch

Back 9

associates textures of fabrics and other surfaces with product quality

perceived richness or quality of clothing is linked to its feel -- rough or smooth

Front 10

taste

Back 10

taste receptors contribute to our experience of many products

Front 11

flavor houses

Back 11

keep busy developing new concoctions to please the changing palates of consumers

tongue tester

cultural -- new hot craze

Front 12

exposure

Back 12

when a stimulus comes withing the range of someone's sensory receptors

concentrate on some,
unaware of others,
ignore some

mailing - 10$ hidden

Front 13

absolute threshold

Back 13

minimum amount of stimulation detected on a sensory channel

Front 14

differential threshold

Back 14

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

Front 15

just noticeable difference

Back 15

the minimum difference that can be detected between two stimuli

Front 16

Webers Law

Back 16

the amount of change necessary to be noticed is systematically related to the intensity of the original stimulus

the stronger the initial stimulus, the greater a change must be for it to be noticed

Front 17

subliminal perception

Back 17

occurs when the stimulus is below the level of the consumer's awareness

if you can see it or hear it, it is not subliminal

Front 18

embeds

Back 18

tiny figures that are inserted into magazines

Front 19

attention

Back 19

the extent to which processing activity is devoted to a particular stimulus

exposed to about 3500 ads everyday

Front 20

perceptual selection

Back 20

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

Front 21

adaption (5)

Back 21

the degree to which consumers continue to notice a stimulus over time -- just becomes scenery

intensity
duration
discrimination
exposure
relevance

Front 22

intensity

Back 22

less-intense stimuli habituate because they have less sensory impact

Front 23

duration

Back 23

takes to long for exposure habituate because it takes a long attention span

Front 24

discrimination

Back 24

does not require attention to detail

Front 25

exposure

Back 25

frequently encountered tend to habituate has the rate of exposure increases

Front 26

relevance

Back 26

irrelevant or unimportant because they fail to attract attention

Front 27

stimulus selection factors (4)

Back 27

size
color
position
novelty

Front 28

size

Back 28

the size in contrast of competition

ad in magazine

Front 29

color

Back 29

black and decker- yellow
stood out against other "dull" tools

Front 30

position

Back 30

eye level
front of magazine - right side
colored

Front 31

novelty

Back 31

appears in unexpected ways or places

coke-head in box
-subway tunnels
- bathroom floors

Front 32

interpretation

Back 32

the meaning that we assign sensory stimuli

2 people - 2 different interpretations

Front 33

schema

Back 33

set of beliefs to which the stimulus is assigned

Front 34

priming

Back 34

process by which certain properties of a stimulus typically will evoke a schema, which leads consumers to evaluate the stimulus in terms of other stimulus they have encountered and believe to be similar


spray cans good for whipped cream, not medicine

Front 35

Gestalt principle

Back 35

the whole is more than the individual parts

Front 36

closure principle

Back 36

people tend to perceive an incomplete picture as complete

fill in the blanks based on prior experience

encourages audience participation, increases attention

Front 37

principle of similarity

Back 37

consumers tend to group together objects that share similar physical characteristics

green giant -- sea of green

Front 38

figure-ground principle

Back 38

one part of a stimulus will dominate, and other parts recede into the background

a picture, center focused person is dominant attention

Front 39

semiotics

Back 39

examines the correspondence between signs and symbols and their role in the assignment of meaning


object - marlboro
sign - cowboy
interpretation - rugged

Front 40

icon

Back 40

resembles the product in some way

ford mustang on hood

Front 41

index

Back 41

connected to some object because they share some property

pine tree - fresh scent - toothpaste

Front 42

symbol

Back 42

related to a product through conventional or agreed-upon associations

lion-bank - fearlessness and strength

Front 43

positioning strategy

Back 43

using elements of the marketing mix to influence the consumers interpretation of its meaning

coca cola -- product meant more than taste alone -- protests