Consumer Behaviour - Ch 2

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  1. Sensation
    Immediate response of our sensory receptors (eyes, ears, nose, mouth, and fingers) to such basic stimuli as light colour, and sound.
  2. Perception
    process by which these sensations are selected, organized and interpreted.
  3. Hedonic Consumption
    Responses or the multisensory, fantasy, and emotional aspects of consumers' interactions with products.
  4. Sensory Maketing
    New era that focuses on the impact of sensations on our product experience
  5. Trade Dress
    Colour combinations that come to be associated so strongly with a corporation. Companies may be granted the exclusive use of these colours.
  6. Exposure
    The degree to whcih people notice a stimulus that us within range of their sensory receptors.
  7. Psycophysics
    Science that focuses on how physical environment is integrated into our personal subject world.
  8. Absolute Threshold
    It refers to minimum amount of stimulation that can be detected on a sensory channel.
  9. Differential Threshold
    It refers to the ability of a sensory system to detect changes in a stimulus or differences between 2 stimuli.
  10. JND
    minimum change in a stimulus that can be detected (just noticiable difference)
  11. Weber's law
    The stronger the initial stimulus, the grater the change must be for it to be noticed. k:AI/I
  12. Subliminal Perception
    stimuli that fall below the limen - occurs when the stimulus is below level of the consumer's awareness
  13. Embeds
    Tiny figures inserted into magazines advertizes by using high speed photography or airbrusing.
  14. Rich Media
    Trick - elements of the ad surprise you with movement.
  15. Perceptual Selectivity
    Process that people attend to only a small portion of the stimuli to which they are exposed.
  16. Adaptation
    Degree to which consumers continue to notice a stimulus over time
  17. Contrast
    Stimuli that differ from others around them are more likely to be noticed: Size, Colour, Position.
  18. Interpretation
    It refers to the meanings that ppl assign to sensory stimuli.
  19. Schema
    Set of beliefs, to which the stimulus is assigned.
  20. Priming
    Certain properties of a stimulus will more likely evoke a schema than others.
  21. Gestalt Psychology
    a school of thought maintaining that people derive meaning from the totality of a set of stimuli rather than any individual stimulus.
  22. Principle of Closure
    It implies that consumers tend to perceive an incomplete picture as complete
  23. Principle of Similiarity
    it tells us that cibsumers tend to group together objects that share similar physical characteristics.
  24. Figure-ground principle
    Concept that illustrates that one part of a stimulus will dominate while other parts recede into the background.
  25. Semiotics
    it examines the correspondence between signs and symbols and their role in the assignment of meaning.
  26. Object
    product that is the focus of the message
  27. Sign
    sensory imagery that represents the intended meanings of the object
  28. Interpretant
    meaning derived (true Canadian identity)
  29. Icon
    Sign that resembles the product in some ways.
  30. Symbol
    Sign that is related to a product
  31. Hyperreality
    It refers to the becoming real of what is initially simulation of "hype"
  32. Positioning Strategy
    Fundamental part of the company's marketing efforts as it uses elements of the marketing mix (product design, price, distribution, and marketing communication)
  33. Kansei Engineering
    Phylosophy that translates customer's feelings into design elements
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Consumer Behaviour - Ch 2
Quiz - Ch 2
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