Lecture 2 Notes

Perception is the process by which people select, organize, and interpret sensations to give them meaning.

We are more likely to be aware of stimuli that relate to our current needs.

Odors can stir emotions, create calming feelings, invoke memories, and relieve stress, leading to significant investment in scent marketing.

Consumers tend to group together objects that share similar physical characteristics.

The minimum amount of stimulation a person can detect on any given sensory channel.

The process by which people attend to only a small portion of stimuli they are exposed to.

Intensity, discrimination, exposure, and relevance.

An object, a sign (or symbol), and an interpretant.

A state where consumers are exposed to far more information than they can process.

One part of a stimulus will dominate (the figure), while other parts recede into the background (the ground).

The endowment effect is the phenomenon where people value things more highly if they own them, which is encouraged by allowing shoppers to touch products.

It refers to the extent to which processing activity is devoted to a particular stimulus.

The degree to which consumers continue to notice a stimulus over time.

A discipline that studies the correspondence between signs and symbols and their role in the assignment of meaning.

The sensory image that represents the intended meanings of the object (e.g., the Marlboro cowboy).

The tendency to not see stimuli that threaten us or to distort their meaning.

Music and sounds can influence people's feelings and behaviors, as demonstrated by BMW's use of an audio watermark in their ads.

The principle that the amount of change required for a perceiver to notice a change relates to the intensity of the original stimulus.

Sensory marketing is the strategic orientation companies take when considering the impact of sensations on consumers’ product experiences.

It determines the criteria consumers will use to evaluate the product, package, or message.

Flavor houses develop new concoctions to please the changing palates of consumers.

The point at which a stimulus is strong enough to make a conscious impact in awareness.

The idea that the whole is greater than the sum of its parts.

Both functional attributes (features, price) and symbolic attributes (image and self-perception when using it).

Darker colors are often associated with males, while lighter colors are associated with females. Women are drawn to brighter tones and are more sensitive to subtle shadings.

The sound emitted by a dog whistle.

The meaning derived from the sign (e.g., rugged, individualistic American).

Sensation refers to the immediate response of our sensory receptors to basic stimuli such as light, color, sound, odor, and texture.

The process by which the consumer comes into physical contact with a stimulus.

The meanings we assign to sensory stimuli.

Stimuli that differ from others around them.

The product that is the focus of the message (e.g., Marlboro cigarettes).

Redesigning the bottle cap to suggest a smaller amount is needed.

Marketers rely heavily on visual elements in advertising, store design, and packaging to communicate meanings through a product's color, size, and styling.

Through size, color, position, and novelty.

The tendency to perceive an incomplete picture as complete by filling in the blanks.

By understanding how consumers think about competing brands and using insights to influence interpretation in the marketplace.

The meaning assigned to a stimulus depends on the schema or set of beliefs stored in memory, leading to comparisons with similar past stimuli.

The three stages of perception are exposure, attention, and interpretation.

The ability of a sensory system to detect changes in or differences between two stimuli.