Chap 4- Consumer Perception

Front 1

Perception

Back 1

Process by which individuals select, organize, and interpret stimuli into a meaningful and coherent picture of the world

Front 2

Repositioning

Back 2

Process by which a company strategically changes the distinct image and identity of that its products, services, and brands

Front 3

Sensation

Back 3

Immediate and direct response of the sensory organs to stimuli.

Front 4

Stimulus

Back 4

Any unit of input to any of the senses

Front 5

Sensory receptors

Back 5

Human organs (eyes, nose, mouth, and skin) that receive sensory inputs

Front 6

Absolute threshold

Back 6

The lowest level at which an individual can experience a sensation. The point at which a person can detect a difference between "something" and "nothing" is that person's absolute threshold for that stimulus

Front 7

H

Back 7

H

Front 8

Ambush marketing

Back 8

Placing ads in places where consumers do not expect to see them and cannot readily avoid them. Ex. Brand names stamped on eggs at store, brand names featured on video screens in taxis. Etc.

Front 9

Experimental marketing

Back 9

Allows customers to engage and interact with brands, products, and services in sensory ways in order to create emotional bonds between consumers and marketing offerings.

Front 10

Differential threshold (Just noticeable difference(JND))

Back 10

The minimal difference that can be detected between two similar stimuli.

Front 11

Subliminal perception

Back 11

A situation that occurs when the sensory receptors receive stimuli that are beneath the persons' conscious awareness.

Front 12

Selective exposure

Back 12

Occurs when consumers tune into messages that they find pleasant or with which they are sympathetic, and they are actively avoiding painful or threatening ones

Front 13

Selective attention

Back 13

Consumers' heightened awareness of stimuli that meet their needs or interests and minimal awareness of stimuli irrelevant to their needs

Front 14

Perceptual defence

Back 14

When consumers subconsciously screen out stimuli that they find psychologically threatening, even though exposure has already taken place

Front 15

Gestalt psychology

Back 15

The principles underlying perceptual organization. Gestalt means "pattern" or "configuration" in German.

Front 16

Figure and ground

Back 16

Interrelationship between the stimulus itself and the environment or context within which it appears.

Front 17

Product placement

Back 17

Takes place when the advertised product is deliberately integrated into the TV show or film.

Front 18

Grouping

Back 18

Peoples instinctive tendency to group stimuli together so that they become a unified picture or impression.

Front 19

Closure

Back 19

Peoples instinct to organize pieces of sensory input into a complete image or feeling.

Front 20

Stereotypes

Back 20

Biased pictures in their minds of the meanings of various stimuli.

Front 21

Halo effect

Back 21

Overall evaluation of an object that is based on the evaluation of just one or a few dimensions. Ex. Consumers who admire Ferrari cars will be willing to spend a lot of money on sunglasses and other accessories sold under the same brand name.