MKT 305 Module 3

Sensation

immediate sensory response

Perception

What we add to the response to give it meaning.

Perceptual process

exposure: Attention: Interpretation

* we receive external stimuli through our five senses

The five senses

Sight, smell, sound, texture, taste

* the more senses reached to more successful

sound symbolism

hard consonants are better remembered

* the way a word sounds influences our perceptions

high tempo

more stimulation

Slower tempo

more relaxing

endowment effect

creating a sense of ownership through touch.

exposure

ocurrs when a stimulus comes within the range of someones sensory receptors.

Sensory threshold

when stimuli can make a conscious impact on the persons awareness

absolute threshold

minimum amount of stimulation a person can detect.

differential threshold

ability to detect changes

JND (just noticeable difference)

minimum difference we can detect between two stimuli

Webers law

the stronger the stimuli, the greater a change must be for us to notice it

Attention

the extent to which processing activity is devoted to a particular stimulus

Two factors that marketers use to get attention

* personal selection factors
* experience
* Stimulus selection factors
* senses

Perceptual vigilance

more likely to be aware if you need something

* personal selection factor

perceptual defense

Block out those things we do not want to see

* personal selection
* this is the opposite of perceptual vigilance

adaptation

the degree that we continue to pay attention over time

* personal selection

Contrast

* size, color, position, novelty ( stimulus selection)

interpretation

refers to the meanings we assign to sensory stimuli

Gestalt

the whole is greater than the sum of its parts

Closure principle

people perceive an incomplete picture as complete

Similarity principle

consumers group together objects that share similar characteristics

Figure-ground

one part of the stimulus will dominate while others fade into the background

semiotics

Study of correspondence between signs and symbols and their roles in how we assign meanings

semiotic relationships

object, sign, interpretant

icon

resembles the product in some way

index

shares some property with the product

symbol

relates conventionally pr agrees on associations to the product

hedonic consumption

includes how costumers interact with the emotional aspects of products.

audio watermarking

weaving a distinct sound into a piece of music that it sticks in people’s minds over time.

Haptic sense

a bigger word for the touch sense,

* developed before vision and smell