Perception, Cognition, and Motivation

• What is the first concept to be explored in the upcoming session?

  Perceptions
• Why do perceptions differ among consumers?

  Because each consumer has unique biases from experiences
• What is the classical example used to illustrate perceptions?

  The glass being half full or half empty
• How does Coca Cola utilize perceptions in their marketing campaigns?

  By linking brand attributes to consumer associations
• What slogan did Coca Cola use to emphasize sharing?

  Share a Coke
• What does the Coca Cola campaign aim to evoke in consumers?

  Positive associations and smiles
• What are perceptions based on according to the session?

  Stimuli from the environment
• How do marketers use stimuli in relation to consumer perceptions?

  To trigger reactions from consumers
• What is the difference between sensation and perception?

  Sensation is immediate; perception is processed
• What are the five human senses that marketers identify stimuli from?

  Smell, sight, sound, touch, taste
• How does the smell of freshly baked bread influence consumers?

  It triggers their sense of smell
• What is a sensory threshold?

  The minimum and maximum stimuli detectable
• What is the process of perception according to the session?

  Selection, organizing, and interpreting stimuli
• What are the four stages of perception mentioned?

  Primitive categorization, clue check, confirmation check, confirmation completion
• What happens during the clue check stage of perception?

  Consumers isolate individual stimuli
• How do marketers use perceptual maps?

  To position products against competitors
• What is an example of a product used in perceptual mapping?

  Chocolate bars
• What do marketers analyze in perceptual maps?

  Attributes like filling vs. treat
• What is the role of marketing research in understanding perceptions?

  To gather consumer feedback on products
• How does digital marketing influence consumer perceptions?

  By using technologies like augmented reality
• What problem did Ikea address with their augmented reality application?

  Visualizing furniture in real spaces
• How did Range Rover use augmented reality in their marketing?

  To allow virtual exploration of new models
• What is the significance of multisensory experiences in marketing?

  They enhance consumer engagement and perception
• What does Weber's law state in marketing?

  Greater stimuli increases detection chances
• What is the main focus of psychophysics in marketing?

  Triggering customer responses to stimuli
• How can music influence consumer behavior in retail spaces?

  It affects satisfaction and purchase decisions
• What is the absolute threshold in marketing?

  The minimum detectable stimuli
• What is the differential threshold in marketing?

  The ability to detect changes in stimuli
• How did British Airways capture consumer attention in their campaign?

  By using a boy pointing at flying planes
• What was the goal of the British Airways billboard campaign?

  To highlight short-haul flight options
• What is the significance of stimuli in marketing?

  They help consumers notice products
• How do marketers ensure customers can notice stimuli?

  By employing Weber's law
• What is the importance of consumer behavior in marketing?

  It helps marketers tailor strategies effectively
• How do biases shape consumer perceptions?

  They influence how consumers interpret stimuli
• What is sensory marketing?

  Using senses to influence consumer behavior
• Why is marketing research crucial for understanding consumer perceptions?

  It provides insights into consumer preferences
• How does augmented reality enhance marketing strategies?

  By allowing visualization of products in real spaces
• What role does music play in retail environments?

  It influences consumer satisfaction and purchases
• What is the significance of psychophysics in marketing?

  It helps trigger customer responses to stimuli
• How do visual and sensory experiences impact retail marketing?

  They enhance consumer engagement and perception