Consumer Behaviour - Ch 2
Card Set Information
Consumer Behaviour - Ch 2
Quiz - Ch 2
Immediate response of our sensory receptors (eyes, ears, nose, mouth, and fingers) to such basic stimuli as light colour, and sound.
process by which these sensations are selected, organized and interpreted.
Responses or the multisensory, fantasy, and emotional aspects of consumers' interactions with products.
New era that focuses on the impact of sensations on our product experience
Colour combinations that come to be associated so strongly with a corporation. Companies may be granted the exclusive use of these colours.
The degree to whcih people notice a stimulus that us within range of their sensory receptors.
Science that focuses on how physical environment is integrated into our personal subject world.
It refers to minimum amount of stimulation that can be detected on a sensory channel.
It refers to the ability of a sensory system to detect changes in a stimulus or differences between 2 stimuli.
minimum change in a stimulus that can be detected (just noticiable difference)
The stronger the initial stimulus, the grater the change must be for it to be noticed. k:AI/I
stimuli that fall below the limen - occurs when the stimulus is below level of the consumer's awareness
Tiny figures inserted into magazines advertizes by using high speed photography or airbrusing.
Trick - elements of the ad surprise you with movement.
Process that people attend to only a small portion of the stimuli to which they are exposed.
Degree to which consumers continue to notice a stimulus over time
Stimuli that differ from others around them are more likely to be noticed: Size, Colour, Position.
It refers to the meanings that ppl assign to sensory stimuli.
Set of beliefs, to which the stimulus is assigned.
Certain properties of a stimulus will more likely evoke a schema than others.
a school of thought maintaining that people derive meaning from the totality of a set of stimuli rather than any individual stimulus.
Principle of Closure
It implies that consumers tend to perceive an incomplete picture as complete
Principle of Similiarity
it tells us that cibsumers tend to group together objects that share similar physical characteristics.
Concept that illustrates that one part of a stimulus will dominate while other parts recede into the background.
it examines the correspondence between signs and symbols and their role in the assignment of meaning.
product that is the focus of the message
sensory imagery that represents the intended meanings of the object
meaning derived (true Canadian identity)
Sign that resembles the product in some ways.
Sign that is related to a product
It refers to the becoming real of what is initially simulation of "hype"
Fundamental part of the company's marketing efforts as it uses elements of the marketing mix (product design, price, distribution, and marketing communication)
Phylosophy that translates customer's feelings into design elements