Perception Cognition, and Motivation

• How do we define a consumer in marketing?

  An individual making purchasing decisions
• What is the primary focus of marketers regarding consumers?

  Influencing consumer decision making
• What concept will be explored first in the study of consumer behavior?

  Perceptions
• Why do perceptions differ among consumers?

  Due to unique biases and experiences
• What is a classical example used to illustrate perceptions?

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

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

  Share a Coke
• What does Coca Cola's marketing aim to evoke in consumers?

  Positive emotions and associations
• What are perceptions based on?

  Stimuli from the environment
• How are sensation and perception related?

  Sensation is immediate; perception is processed
• What are the five human senses used in marketing?

  Smell, sight, sound, touch, taste
• How does smell influence consumer behavior in supermarkets?

  By triggering cravings for fresh products
• What is a sensory threshold?

  Minimum and maximum stimuli detectable
• What is the process of perception?

  Selection, organization, and interpretation of stimuli
• What are the four stages of perception?

  Primitive categorization, clue check, confirmation check, completion
• What does the clue check stage involve?

  Isolation of individual stimuli
• How do marketers use perceptual maps?

  To position products against competitors
• What is an example of a perceptual map in marketing?

  Chocolate bars based on attributes
• What does Weber's law state?

  Greater stimuli increases detection likelihood
• How did Ikea address consumer perception issues?

  By developing an augmented reality application
• What is the role of digital marketing in consumer perception?

  To influence perceptions through technology
• How do airlines use color in marketing?

  To evoke feelings of calm and relaxation
• What is the significance of sensory marketing?

  It triggers specific consumer responses
• What is the absolute threshold in marketing?

  Minimum stimuli detectable by consumers
• How does British Airways capture consumer attention?

  By using billboards and engaging visuals
• What is the impact of music in retail spaces?

  It influences consumer satisfaction and purchases
• What is the relationship between stimuli and consumer behavior?

  Stimuli influence perceptions and decisions
• What is the focus of psychophysics in marketing?

  Triggering customer responses to stimuli
• How do marketers ensure consumers notice stimuli?

  By employing Weber's law principles
• What did the little boy do when he saw the plane?

  He pointed and exclaimed about it.
• How did the little boy's action affect customer attention?

  It captured the customer's attention effectively.
• What does Weber's law focus on in marketing?

  Detection of stimuli based on their intensity.
• What happens when marketers want consumers not to detect stimuli?

  They introduce small incremental changes.
• Which brands are mentioned as examples of logo changes?

  Mastercard, McDonald's, and Starbucks.
• Why do larger advertisements tend to capture more attention?

  Because they stand out among environmental stimuli.
• How does the position of an advertisement affect its effectiveness?

  Critical positioning increases visibility and attention.
• What is the significance of color in marketing?

  Color influences consumer decisions and perceptions.
• What color did British Airways use for its American Express cards?

  Blue.
• What was the innovative aspect of the Pepsi campaign mentioned?

  It used technology to create engaging experiences.
• What was the consumer reaction to the changes made to the Timber chocolate bar?

  It triggered a social media backlash.