Consumer Behavior - Perception and Learning Flashcards

Vocabulary flashcards generated from Consumer Behavior Chapter 3 lecture covering perception, sensory marketing, perceptual organization, memory, nudge marketing, and positioning.

Learning

A change in behavior resulting from some interaction between a person and a stimulus.

Perception

A consumer's awareness of and interpretation of reality.

Subjective Reality

The perceptions that consumers develop, which do not always match what exists in the real world.

Objective Reality

What actually exists in the environment.

Exposure

The process of bringing some stimulus within proximity of a consumer so that the consumer can sense it with one of the five human senses.

Sensation

A consumer's immediate autonomic response to a stimulus.

Sensory Marketing

A type of marketing actively seeking to engage customers' senses as a primary aspect of the value proposition.

Attention

The purposeful allocation of information-processing capacity toward developing an understanding of some stimulus.

Comprehension

The stage that occurs when consumers attempt to derive meaning from information they receive.

Haptic Sense

The sense of touch, which plays a key role in consumer behavior and product attachment.

Grounded Cognition

A theory suggesting that bodily sensations influence thoughts and meaning independent of effortful thinking.

Cognitive Organization

A process by which the human brain assembles sensory evidence into something recognizable.

Assimilation

Occurs when a stimulus has characteristics such that consumers readily recognize it as belonging to some specific category.

Accommodation

Occurs when a stimulus shares some, but not all, of the characteristics that allow it to fit neatly into an existing category.

Contrast

Occurs when a stimulus does not share enough in common with existing categories to allow categorization.

Anthropomorphism

The giving of humanlike characteristics to inanimate objects.

Selective Exposure

The process of screening out certain stimuli and purposely exposing oneself to other stimuli.

Selective Attention

The process of paying attention to only certain stimuli.

Selective Distortion

The process by which consumers interpret information in ways that are biased by their previously held beliefs.

Subliminal Processing

The way that the human brain deals with very low-strength stimuli, so low that the person has no conscious awareness.

Absolute Threshold

The minimum strength of a stimulus that can be perceived.

Subliminal Persuasion

A behavior change induced by subliminal processing.

Just Noticeable Difference (JND)

A condition in which one stimulus is sufficiently stronger than another so that someone can actually notice that the two are not the same.

Weber's Law

The physical law stating that a consumer's ability to detect differences between two levels of a stimulus decreases as the intensity of the initial stimulus increases.

Just Meaningful Difference (JMD)

The smallest amount of change in a stimulus that would influence consumer consumption and choice.

Mere Exposure Effect

An effect where the stimulus is evident and consumers could pay attention to it if they wanted to, leading to familiarization.

Mere Association Effect

The transfer of meaning between objects that are similar only by accidental association when two unrelated stimuli are presented simultaneously.

Product Placement

The intentional insertions of branded products within media content not otherwise seen as advertising.

Nudge Marketing

Ways consumers can be influenced through subtle stimuli that do not involve deep and intentional cognitive processing.

Pseudo-set Framing

An intuitive psychological process that motivates consumers to complete sets, whether the sets are real or imagined.

Product Positioning

A decision by a marketer to try to achieve a defined brand image relative to competition within a market segment.

Perceptual Mapping

A technique used by marketing managers for measuring and developing a product's position visually relative to competitors.

Product Repositioning

A deliberate decision to significantly alter the way the market views a product, involving performance level, evoked feelings, usage situations, or target users.