Consumer Behavior Chapter 3

Researchers are starting to identify the important role that the haptic sense plays in consumer behavior. It is associated with which physical sense?

Touch

Some Japanese companies use

_______

,

a philosophy that translates customers' feelings into design elements.

Kansei Engineering

People everywhere are seeing more touchscreens on computers, ATM machines, and digital cameras due to an outgrowth of the

_______

philosophy of computer design.

Natural User Interface

________ refers to the biochemical signals sent to our brains for processing.

Sensation

A new hotel manager has used their knowledge of consumer behavior to make changes in the experience the hotel provides. When guests arrive, they now hear low-volume classical music, see a plush lobby, and are served complimentary wine while waiting for reception service. Upon entering their room, the light aroma of rose petals greets them and they are told of the high thread-count linen that will ensure comfortable sleeping. What marketing strategy is the new manager following?

Sensory

According to experts, which color is perceived as powerful and sleek and is used to market luxury products?

Black

Which color is perceived to provide "a sense of limitlessness and peace" and is shown by cross-cultural research to be preferred by consumers across geographic locations?

Blue

In 2009, Haagen-Dazs changed the size of its ice cream "pints," from 16 ounces to 14 ounces. However, they continued charging the same price for the smaller package. This is an example of ________.

Shrinkflation

Research shows that the mere presence of one's phone near us results in a deficit of cognitive resources, known as ________.

Brain Dain

Perception is a _______-stage process that translates raw stimuli into meaning.

Three

What is the first stage of the perception process?

Exposure

A candy bar producer has determined through research that a 4-ounce candy bar can be reduced by 0.385 ounces without consumers noticing the reduction. If the company exceeded the 0.385-ounce reduction, what would that change represent?

Just noticeable difference

When Ji has the television set at volume level 10, she has to turn it up only 2 notches to 12 to notice a difference. When she has the television set at volume level 20, she needs to turn it up to 24 to notice the difference. What law or theory explains this phenomenon?

Weber’s Law

What is the name for the minimum amount of stimulation a person can detect on a given sensory channel?

Absolute Threshold

In a semiotic context, each marketing message has three basic components: ________.

An object, a sign, and in interpretant

Which Gestalt principle states that people tend to perceive an incomplete picture as complete?

Closure

A(n) _______ is a sign that connects to a product because it shares some property (for example, the lemon on some cleanser products conveys the shared property of fresh scent).

Index

Semiotics can help marketers understand how consumers interpret the meaning of ________.

Symbols

The delivery company FedEx, uses a logo of its name with an arrow embedded within it. This logo illustrates the ________principle.

Figure ground

L'Oréal sells its Noisôme brand face cream in upscale beauty shops, whereas its Plenitude brand is available for one-sixth the price in discount stores long dash even though both are based on the same chemical formula. This is an example of which positioning strategy?

Price Leadership

Consumer's contestations of brand meanings ________.

Involve questioning and modifying what a product symbolizes

Which of the following is an example of the user poistioning strategy?

Levi’s Dockers target men in their 20s to 40s

________ is a fundamental component of a company's marketing efforts, which uses elements of the marketing mix to influence consumer's perception of its meaning in the marketplace relative to its competition.

A poistioning strategy

Sensation

Biochemical signals that our senses send to our brain for processing. immediate response of a person's sensory receptors to the look, color, odor, or texture of a product

Perception

Process by which people select, organize, and interpret these sensation

Sensory Marketing

Marketing strategies that focus on the impact of sensation on people’s product experiences

Aesthetic Bias

occurs when more attractive product designs lead us to think the product will also be more useful.

Haptic senses

Notion that we are more sure about what we perceive when we can touch it

Which of the following helps explain the challenge to green marketers such as laundry detergent manufacturers who reduce the sizes of packages with more earth-friendly and concentrated versions of their products?

Weber’s Law

Marketers' fight for your attention is referred to as a(n) ________.

Eyeball economy

Why is semiotics considered by marketers to be the key link to consumer behavior?

Consumers use products to express social identities.

The galloping horse on the hood of the Ford Mustang is an example of a(n) ________.

Icon

________ is the ability to grow when faced with stressors.

Antifragility

________ are consumers' constant questioning and modifying of what the product or service symbolizes.

Contestations

Gestalt psychology is based upon the notion that people interpret meaning from ______.

The totality of a set of stimuli rather than from any individual

Interpretant

The meaning we derive from the sensory image

Sign

The sensory image that represents the intended meanings of the product

Object

The product that is the focus of the message

Positioning Strategy

Used to influence consumers’ interpretation of its meaning in the marketplace relative to its competitors

The three stages of exposure, attention, and interpretation make up the process of __________.

Perception

A retailer or manufacturer may purchase a __________ to help them determine the next shade of blue or green that may be popular next year.

Color Forecast

Which of the following is a discipline that studies the correspondence between signs and symbols and their roles in how we assign meanings

Semiotics