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Definition
| immediate response of our sensory receptors (ear, eye, nose, mouth, fingers) to basic stimuli (sound, light color, odor, taste, texture |
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| process by which sensations are selected, organized and interpreted |
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- provokes emotion
- reactions to color are biological and cultural
- in marketing is serious business
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- we tend to eat more when:
- food container is larger
- our plate still contains food
- when we see assortment of foods
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| Odors = mood & memory (limbic system) |
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many aspects of sound affect people's feelings and behaviors
- Phonemes of brands = unique product meanings
- 'i' brands are 'lighter' than 'a' brands
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- Haptic senses affect product experience & judgement
- Kansei engineering
- fabric textures and surfaces with products & packaging
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| a stimulus comes within range of someone's sensory receptors |
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- psychophysics
- Absolute threshold
- dog whistle
- billboard with too small print
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Term
| Sensory Thresholds: Differential |
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Definition
- J.N.D (Just Noticeable Difference)
- Weber's law
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Term
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Definition
| the extent to which processing activity is devoted to a particular stimulus |
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| Competition for our attention |
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Definition
| 3,500 ad info pieces per day |
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perceptual selection:
related to current needs |
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perceptual selection:
see what we want to see |
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Definition
we often interpret ambiguous stimuli based on our experiences, expectations, and needs |
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Definition
- correspondence between signs and symbols and their role in the assignment of meaning
- consumer products = social identities
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Term
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Definition
A set of strategies a firm develops to differentiate its offering in the minds of its target customers. Successful positioning will result in the offering occupying a distinct, important, and sustainable position in the minds of the target customers. |
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| a vivid way to paint a picture of where consumers locate products or brands in their minds |
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| process of making real what is initially simulation or "hype" |
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| a sign that relates to a product by either conventional or agreed-on associations |
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Definition
| consumers tend to group together objects that share similar physical characteristics |
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| states that one part of a stimulus will dominate (the figure) and other parts recede into the background (the ground). |
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| people tend to perceive an incomplete picture as complete |
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Definition
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Definition
| certain properties of a stimulus evoke a schema |
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Definition
| refers to the meanings we assign to sensory stimuli |
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