What are Sensory Stimuli?
Anything that draws a person’s attention, such as sights, sounds, and smells.
What are Sensory Receptors?
The senses people use to identify stimuli: eyes, ears, and nose.
What are the three stages of perception?
Exposure → Attention → Interpretation.
What is Sensory Marketing?
A strategy focusing on how sensations impact product experiences.
How does sight affect sensory marketing?
Visuals like strobe lights, packaging, and color influence buying behavior.
What are examples of how sight is used in marketing?
Strobe lights make people drink to the beat, casinos use no windows to remove time awareness, packaging and colors affect perception.
What do different colors represent in marketing?
Yellow: Optimism/Attention; Red: Energy/Clearance; Blue: Trust/Security.
How does scent influence consumer behavior?
Smells like Cinnabon in malls or coffee brewing can attract customers and influence purchases.
Give examples of scent marketing.
Cinnabon smells in malls, potpourri in stores, coffee aroma in cafes.
How does sound affect sensory marketing?
Music sets moods: bars use upbeat music, elevators use calming tunes.
How does touch influence perception?
Touchscreens and physical interaction change perceptions; light touches by demonstrators improve responses.
What is an example of taste in sensory marketing?
Free samples of food or drinks encourage purchases.
What is Exposure?
Occurs when a stimulus comes within the range of an individual’s sensory receptors.
What is Subliminal Perception?
When stimuli are below conscious awareness; if you can see or hear it, it’s not subliminal.
Does subliminal perception work?
It’s not proven overall, but some instances showed increased sales (e.g., ‘Drink Coca-Cola’ experiment).
What is Attention in consumer perception?
The extent to which the brain’s processing activity is devoted to a stimulus.
What is Perceptual Selectivity?
Consumers only focus on limited stimuli due to limited brain capacity.
What is Perceptual Vigilance?
Consumers are more aware of information when they’re actively in the market for it.
What is Perceptual Defense?
People notice what they want to see and ignore what they don’t.
What is a Schema?
An organized collection of beliefs and feelings represented in a cognitive category.
What does ‘In the eyes of the beholder’ mean in marketing?
Perception varies; e.g., adding ‘.com’ draws more attention.
What is the Power of Name in marketing?
Words influence perception by triggering schemas and associations.
What is the ‘Scared People’ effect?
Items owned or used by admired people are seen as more valuable.
What is the ‘Scared Place’ effect?
Products bought from meaningful or iconic locations gain perceived value.
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Chapter 1 - Intro to Cb16
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Chapter 2: Perception29
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Chapter 3 - Learning and Memory18
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Chapter 4 - Motivation and Affect26
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Chapter 5 - The Self13
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Chapter 13 - Culture18
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Chapter 6 - Personality16
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Chapter 7 - Attitudes18
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Chapter 10: Group Influence26
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Chapter 12 - Income and Social Class20
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Chapter 11: Buying, Disposing, and Selling17
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Focus On33
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Traits4
