| A | B |
|---|
| perception | The process by which people select, organize, and interpret sensory information |
| exposure, attention, interpretation, | three stages of the process of perception |
| sensation | The immediate response by our eyes, nose, mouth, or fingers to such basic stimuli as light, color, sound, odor, and texture |
| red | Research has indicated that this color creates feelings of arousal and stimulates appetite |
| trade dress | Some color combinations come to be so strongly associated with a corporation that they become known as THIS |
| exposure | stimulus comes within the range of someone's sensory receptors |
| absolute | THIS threshold refers to the minimum amount of stimulation that can be detected on a sensory channel |
| just noticeable difference | The minimum difference that can be detected between two stimuli |
| differential | THIS threshold refers to the ability of a sensory system to detect changes between two stimuli |
| Subliminal perception | THIS occurs when a stimulus is below the level of an individual's awareness |
| Attention | the extent to which processing activity is devoted to a particular stimulus |
| semiotics | the filed that examines the correspondence between signs and symbols and their role in the assignment of meaning |
| interpretation | the meanings we assign to sensory stimuli |
| positioning strategy | THIS guides how a company uses elements of the marketing mix to influence the consumer's interpretation of the brand's meaning in the marketplace relative to its competitors. |
| multitasking | Processing information from more than one medium at a time |
| Gestalt | roughly means whole, pattern, or configuration or the whole is greater than the sum of its parts |
| symbol | a sign that relates to a product by either conventional or agreed-on associations |
| contrast | Size, color, position, and novelty are all strategies for creating THIS |
| sensory marketing | when a gas station puts out the scent of freshly baked cinnamon rolls at the pumps to entice consumers to come inside is an example of this |
| sensory overload | Consumers who are exposed to more information than they can process are in a state of THIS |
