Perception definitions

• Perception
• Absolute threshold: Refers to the smallest level of a stimuli that can still be detected at least half of the time
• Attention: Describes the effort and focus we give to incoming sensory information after exposure
• Differential threshold ("JND"): Minimum difference in intensity that can be detected between two objects
• Exposure: Refers to the vast amount of stimuli we come into contact with regularly
• Guerilla Marketing: Highly engaging, unanticipated advertising designed to be memorable and viral
• Hype: Intense publicity that increases the value of consumer goods and services
• Interpretation: Occurs when we give meaning to information that has gained our attention
• Limen: Threshold that separates what can be perceived from what can't be perceived
• Perception: The process of organizing and interpreting sensations we experience
• Perceptual defense: Occurs when consumers distort or ignore advertising messages
• Perceptual filters: Help us make sense of new information based on prior experiences and cultural norms
• Perceptual mapping: Illustrates perceptions customers have of competing brands
• Perceptual process: Begins when sensory receptors come in contact with stimuli, followed by attention and interpretation
• Perceptual system: Informed by senses and sensory memories to understand the environment
• Perceptual vigilance: Consumers pay more attention to advertising messages relevant to their needs
• Positioning: Strategy to influence how target market perceives a brand compared to competition
• Repositioning: Changing the positioning of a brand to alter consumer perceptions
• Salience: Objects or stimuli that attract and hold attention
• Schemata: Stored information based on past experiences to interpret new experiences
• Selective attention: Focused commitment to relevant stimuli based on needs or interests
• Selective distortion: Interpreting messages to support pre-existing beliefs
• Selective exposure: Deliberately choosing to engage with information from specific sources
• Selective retention: Forgetting important information despite its relevance
• Sensory adaptation: Decreased sensitivity to stimulus after constant exposure
• Sensory marketing: Engaging consumers with senses to capture attention
• Sensation: Awareness experienced when sensory receptors engage with the environment
• Sensory receptors: Eyes, ears, tongue, nose, and skin that come into contact with sensory stimuli
• Stimuli: Engages the brain to pay attention and interpret environmental contact
• Subliminal perception/Subliminal advertising: Hidden messages influencing consumer decision making
• Weber's Law: States the differential threshold is a constant proportion of the original stimulus