Perception Cognition, and Motivation

• Why do perceptions differ among consumers?

  Due to unique biases from experiences
• What influences consumer perceptions according to the material?

  Cultural biases and personal experiences
• What does the phrase "the glass is half full or half empty" illustrate?

  Subjectivity of perceptions
• How does Coca Cola utilize perceptions in their marketing campaigns?

  By linking brand attributes to consumer associations
• How do marketers use stimuli to influence consumer perceptions?

  By triggering reactions through environmental stimuli
• What is the difference between sensation and perception?

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

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

  By triggering cravings, like fresh bread
• What is an example of a brand that uses sound to influence consumer perception?

  Hollister with loud music
• What is sensory threshold?

  Minimum and maximum stimuli detection levels
• What are the four stages of perception processing?

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

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

  To position products against competitors
• What is the purpose of marketing research in understanding perceptions?

  To gather consumer insights on products
• How does augmented reality influence consumer perception in retail?

  By visualizing furniture in real spaces
• What is the role of digital marketing in consumer perception?

  To influence perceptions through technology
• How do airlines use color to influence consumer perception?

  Blue color promotes calmness and relaxation
• What is an example of a marketing campaign that captures consumer attention?

  British Airways' billboard with a boy pointing
• What does the term "absolute threshold" refer to?

  Minimum stimuli that can be detected
• What is the differential threshold in marketing?

  Ability to detect changes in stimuli
• How do marketers ensure consumers notice stimuli?

  By employing Weber's Law for detection
• What is the main focus of Weber's law in marketing?

  It assumes greater stimuli increases detection
• How do marketers ensure consumers do not detect small changes in stimuli?

  By introducing small incremental changes
• What is an example of a brand that has made small incremental logo changes?

  Mastercard
• Why is the size of advertising important for capturing consumer attention?

  Bigger signs capture attention better
• What role does advertising position play in consumer attention?

  Position affects visibility and noticeability
• How does color influence consumer decisions according to the study material?

  Color can evoke feelings and associations
• What color did British Airways use to evoke limitless opportunities?

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

  It used technology to create engaging screens
• What was the consumer reaction to the changes made by Timber to their chocolate bar?

  It triggered a social media backlash
• Why is capturing consumer attention increasingly difficult for marketers?

  Due to sensory overload and media snacking
• What does it mean for consumers to be 'media snackers'?

  They use multiple devices simultaneously
• What are hedonic needs in marketing?

  Needs that provide pleasure beyond basics
• What are the three types of conflict in consumer needs satisfaction?

  Approach-approach, approach-avoidance, avoidance-avoidance
• What is Maslow's Hierarchy of Needs?

  A theory depicting levels of human needs
• What type of needs does Maslow's theory categorize?

  Biogenic and psychogenic needs
• What is a criticism of Maslow's Hierarchy of Needs?

  It doesn't account for consumer involvement
• What was Nike's approach to consumer involvement in their campaigns?

  They addressed social issues and activism
• What is the state of flow in marketing?

  Complete immersion in an activity
• What are the characteristics of the state of flow?

  Playfulness, control, concentration, enjoyment