MKTG371 EXAM 1 QUESTIONS AND ANSWERS WITH
COMPLETE SOLUTIONS
Sensation
immediate response of our sensory receptors to basic stimuli
Perception
process by which people select organize and interpret these sensations
Sensory Marketing
marketing strategies that focus on the impact of sensations on our product experiences
Trade Dress
when a color combination becomes so strongly associated with a corporation
Sound Symbolism
the process by which the way a word sounds influences our assumptions about what it
describes and attributes such as size
Endowment Effect
apart of Touch category in sensory marketing; means that things are more valuable if
we own it
What are the 3 stages of the Perceptual Process?
exposure, attention, interpretation
Exposure
when a stimulus comes within range of our sensory receptors
Sensory Thresholds
,point at which a stimulus is strong enough to make a conscious impact on a person's
awareness
Absolute Threshold
minimum amount of stimulation needed to recognize stimuli
Differential Threshold
the ability of of a sensory system to detect difference between two stimuli
JND
just noticeable difference; minimum difference we can detect between 2 stimuli
Weber's Law
the stronger a stimulus is the harder it is to recognize differences between 2 stimuli
Cognitive Priming
?
Attention
the extent to which processing activity is devoted to a particular stimulus; there is a
competition for our attention
Perceptual Selection
means that people attend to only a small portion of the stimuli to which they are
exposed
What creates perceptual filters?
Experience
What are the 3 perceptual filters?
Perceptual vigilance, perceptual defense, and adaptation
Perceptual Vigilance
, when you pay attention to something because that something is addressing a current
need you have
Perceptual Defense
when you process what you want to process
Adaptation
the degree to which consumers continue to notice a stimulus over time
What are factors that lead to adaptation?
intensity, discrimination, exposure, and relevance
What are the 5 stimulus selection factors?
contrast, size, color, position, novelty
Interpretation
the meaning we assign to sensory stimuli which is based on a schema
Gestalt Psychology
school of thought based upon the notion that people interpret meaning from the totality
of a set of stimuli rather than from any individual stimulus
What does the German word "Gestalt" mean?
whole, pattern, or configuration
What are the 3 principles that Gestalt Psychology provides which relate to the
way our brains organize stimuli?
Closure, similarity, figure-ground
Closure Principle
people tend to perceive an incomplete picture as complete
Similarity Principle
COMPLETE SOLUTIONS
Sensation
immediate response of our sensory receptors to basic stimuli
Perception
process by which people select organize and interpret these sensations
Sensory Marketing
marketing strategies that focus on the impact of sensations on our product experiences
Trade Dress
when a color combination becomes so strongly associated with a corporation
Sound Symbolism
the process by which the way a word sounds influences our assumptions about what it
describes and attributes such as size
Endowment Effect
apart of Touch category in sensory marketing; means that things are more valuable if
we own it
What are the 3 stages of the Perceptual Process?
exposure, attention, interpretation
Exposure
when a stimulus comes within range of our sensory receptors
Sensory Thresholds
,point at which a stimulus is strong enough to make a conscious impact on a person's
awareness
Absolute Threshold
minimum amount of stimulation needed to recognize stimuli
Differential Threshold
the ability of of a sensory system to detect difference between two stimuli
JND
just noticeable difference; minimum difference we can detect between 2 stimuli
Weber's Law
the stronger a stimulus is the harder it is to recognize differences between 2 stimuli
Cognitive Priming
?
Attention
the extent to which processing activity is devoted to a particular stimulus; there is a
competition for our attention
Perceptual Selection
means that people attend to only a small portion of the stimuli to which they are
exposed
What creates perceptual filters?
Experience
What are the 3 perceptual filters?
Perceptual vigilance, perceptual defense, and adaptation
Perceptual Vigilance
, when you pay attention to something because that something is addressing a current
need you have
Perceptual Defense
when you process what you want to process
Adaptation
the degree to which consumers continue to notice a stimulus over time
What are factors that lead to adaptation?
intensity, discrimination, exposure, and relevance
What are the 5 stimulus selection factors?
contrast, size, color, position, novelty
Interpretation
the meaning we assign to sensory stimuli which is based on a schema
Gestalt Psychology
school of thought based upon the notion that people interpret meaning from the totality
of a set of stimuli rather than from any individual stimulus
What does the German word "Gestalt" mean?
whole, pattern, or configuration
What are the 3 principles that Gestalt Psychology provides which relate to the
way our brains organize stimuli?
Closure, similarity, figure-ground
Closure Principle
people tend to perceive an incomplete picture as complete
Similarity Principle
