Consumer Behavior Lecture Notes: Perception

Flashcards covering key concepts, terms, and definitions from the lecture on Perception in Consumer Behavior.

Sensation = immediate response of our to basic stimuli like light, color, sound, odor, and texture.

sensory receptors

Perception = process by which people sensations.

select, organize, and interpret

External stimuli that are the raw data to begin the perceptual process

sensory inputs

Hedonic Consumption = multisensory, fantasy, and emotional aspects of interactions with products.

consumers’

The design of a product is often a key driver of its or failure.

success

Colors can influence our directly.

emotions

Trade Dress = color combinations that are very strongly associated with a

corporation.

Smells can increase the length of time consumers spend product information.

processing

Humans process fragrance cues through the , the most primitive part of the brain.

Limbic system

Audio Watermark = a musical or audio sound that a brand uses as a watermark.

signature

The Endowment Effect = a product encourages a consumer to imagine owning the product.

touching

The Need for Touch (NFT) = individual difference scale, high on the dimension.

haptic

Cultural factors can determine what we find desirable.

tastes

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

meaning

Stage 1: Exposure occurs when a stimulus comes within range of one’s receptors.

sensory

Absolute Threshold = the minimum amount of a person can detect on a given sensory channel.

stimulation

Weber’s Law = The amount of change required for a perceiver to notice a change systematically relates to the of the original stimulus.

intensity

Subliminal Perception = a stimulus below the level of the consumer’s .

awareness

Stage 2: Attention allocation of attention varies depending on both the characteristics of the and the recipient.

stimulus

Personal Selection Factors: Perceptual Vigilance means more likely to be aware of stimuli that relate to our current .

needs

Stimuli that differ from things around them are more likely to be .

noticed

Stage 3: Interpretation involves assigning meanings to the stimuli we perceive based on our patterns and expectations.

learned

Schema = set of we have about specific concepts.

beliefs

Signs relate to objects in one of three ways: Icon, Index, and .

Symbol

The Closure Principle means we tend to fill in the blanks of information based on our past experiences.

incomplete

Hyperreality = making real of what’s initially simulation or ‘hype’; our perception of a brand is made up of its functional and attributes.

symbolic