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29 Cards in this Set

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