CB.3 – Flashcard

Unlock all answers in this set

Unlock answers
question
Perception is based...
answer
on learning
question
Learning
answer
- a change in behavior resulting between a person and a stimulus - intentional or unintentional
question
Perception
answer
a consumer's awareness and interpretation of reality
question
Value involves learning, and consumer learning begins with _____.
answer
perception
question
Steps in the Perceptual Process
answer
1. exposure 2. attention 3. comprehension
question
Exposure
answer
the process of bringing some stimulus within proximity of a consumer so that the consumer cans sense it with one of the 5 human senses
question
Sensation
answer
-part of exposure -describes a consumer's immediate response after exposure to a stimulus ex: Hyundai Veloster
question
Attention
answer
the purposeful allocation of information processing capacity toward developing an understanding of some stimulus ex: death car commercial
question
Comprehension
answer
-the attempt to derive meaning from information -once you see the name of a car you have an idea about the car itself ex: hyundai 3 door safety
question
Consumer Perception Process
answer
Sensing Organizing Reacting
question
Sensing
answer
- an immediate response to stimuli - sensing alone doesn't allow a consumer to make sense out of something
question
Organizing
answer
Like sorting mail
question
Cognitive Organization
answer
a process by which the human brain assembles sensory evidence into something recognizable
question
Organizations Reactions/ Response
answer
1. Assimilation 2. Accommodation 3. contrast
question
Assimilation
answer
occurs when a stimulus has characteristics such that individual readily recognizes it ex: picture of circle = (usa, donut) (china, bike tire)
question
Accommodation
answer
occurs when stimulus shares some, but not all, of the characteristics that would lead it to fit neatly in an existing category
question
Contrast
answer
occurs when a stimulus does not share enough in common with existing categories to allow categorization -get additional information and create a new category or develop the contrast between this new thing and what we already know -usually associated with negative feelings ex: pig snout and nose as delicacy
question
Reaction
answer
- if an object is successfully recognized, chances are some nearly automatic reaction take place -reactions are subjective ex: yellow light in traffic
question
Selective Perception
answer
Selective exposure selective attention selective distortion
question
Selective exposure
answer
-consumers confront a barrage of marketing messages each day - on average 2500 advertising messages every day - involves screening out most stimuli and exposing oneself to only a small portion of stimuli
question
clutter
answer
selective exposure when bombarded with too much information
question
Selective Attention
answer
- paying attention to only certain stimuli - paying attention only to messages that address a need or interest ex: Target ad and interest only in camera
question
Selective Distortion
answer
- consumers interpret information in ways that are biased by their previously held beliefs - you remember what you want to -distort information to shape out already existing understanding ex: marlboro spokesmen died
question
Subliminal Processing
answer
the way in which the human brain senses low strength stimuli, that is, stimuli that occur below the awareness - the strength of a subliminal stimulus is lower than the absolute threshold of perception
Get an explanation on any task
Get unstuck with the help of our AI assistant in seconds
New