Appendix A

Perception Chapter Wrap Up (Static Copy)

  1. It is estimated that (American) consumers are exposed to how many advertisements per day?
    • 2,000-6,000
    • 500-1,000
    • 5,000-10,000
    • 1,000-4,000
  2. The Absolute Threshold refers to the intensity of a stimulus: this explains why we can detect a stimulus and why we may not. We also explain this as the lowest level of a stimulus (light, sound, touch, etc.) that someone can detect. The Differential Threshold (or “JND”) refers to the change in a stimulus that can be detected…but just barely. This is the absolute smallest amount of changed needed for us to register a difference.
    • The Differential Threshold.
    • The Absolute Threshold.
  3. Fill in the blanks:
    • [Attention] refers to our focused concentration on incoming [sensory] information (sensations). When we [pay attention] to things, it means we’re committing some of our focus to information that usually relates to our needs and/or interests. We also call this [selective attention]. It is impossible to give our attention to the thousands of [stimuli] we are exposed to on a daily basis. The term [salience] refers to when we pay close attention to information that is interesting or most relevant to our needs and wants. We may consider something salient because it’s important, relevant, prominent or has [perfecting timing].
  4. Fill in the blanks. Five ways to increase salience include:
    • Guerilla marketing is effective because stimuli are placed in novel or unexpected ways: [Placement].
    • Unexpected and out of the ordinary content can grab our attention when we least expect it: [Shock].
    • If stimuli are physically prominent they are most likely to get consumers’ attention: [Size].
    • In magazine advertising, where ads are situated on a page make a difference in terms of being noticed: [Position].
    • If stimuli are distinctly different from the surroundings, contrast helps make them stand out: [Colour].
  5. An important feature in the Perceptual Process is known as Adaptation, or “sensory adaptation”. This occurs when we are no longer sensitive to the stimuli we are exposed to, usually because we’ve seen or heard it too many times (“over exposure”). For marketers, this is why it’s important to build novelty into advertisements and other marketing touchpoints. Interpretation, on the other hand, explains the process of assigning meaning to the incoming information and organizing it amongst our other thoughts and memories. We use a schemata to help us do this. A schemata builds patterns and creates mental frameworks to help us make sense of the world around us:
    • Birth
    • Memory
    • Online Buying

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