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Final Review (got the best grade in class)

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Louisiana State University
MKT 3411

Marketing 3411 Final ReviewChapter 21What is Perception How is it related to hedonic consumptionPerceptionThe process by which people select organize and interpret sensations our response to stimuli in our environmentHedonic Consumptionthe emotional impact of a consumption experience Basically our senses play a role in the emotional impactHaptic FeedbackTouching digital products that have a touch sensation vibrate Sensory Marketingmarketing strategies that focus on the impact of sensations on our product experiencesSensory ThresholdsAbsolute and DifferentialoAbsolute Threshold refers to the minimum amount of simulation a person can detect on any given sensory channeloDifferential Threshold refers to the ability of a sensory system to detect changes in or differences between two stimuli Subliminal Advertisingexposing consumers to messages and images below the absolute threshold Cannot be proved effective and is bannedoSubliminal Embedsa vague sexual nature to catch attention when not sexual at all2 AttentionHow much effort is devoted to processing a particular stimulus Is a limit resource and can lead to sensory overload aka too much info to processPersonal Selection Factors Perceptual Vigilancehow to pick during attention overload or when out of attention a goal driven perceptionoInattentional blindnessblocking out what youre not looking forPerceptual DefenseSomething that causes you to have negative emotional actions the brain learns to ignore itAdaptationsee a stimulus repeatedly and causes you to ignore itStimulus Selection FactorsSize could be abnormally big or smallColorcould be really brightPositionhas the best placementNoveltynew or surprising uniqueness3 InterpretationThe process of assigning meaning to sensory stimuliPrimingexposure to one stimulus affecting the interpretation of a subsequent stimulusStimulus OrganizationSemioticsthe study of symbols and signs within cultureoComponents of a symbolObject Product Sign Image and Interpretant meaningPerceptual PositioningMarketing efforts directed at influencing consumers interpretation of offeringsExposure Attention InterpretationChapter 3Learning permanent change in behavior caused by experience making associationsFormalintentional learning structured environmentIncidentallearn by the atmosphere and not intentional most of mkt is thisClassical Conditioning learning new associations through repetitionIvan Pavlovshowed classical conditioning through an experiment everytime he rang the bell he would give the dog steak and dog would salivate At a certain point he just had to ring the bell for the dog to salivate because he learned it was associated with the steakosteak was an unconditional stimulus and caused the dog to drool the bell became the conditioned stimulusFactors Affecting Classical Conditioning oRepetition oStimulus Generalizationonce the stimuli is conditioned there is a response to similar stimuli toolike a doorbell oStimulus Discrimination too many conditioned stimuli withoutthe conditional response starts to disassociate themClassical Conditioning and marketing see Mcdonalds begin to taste fries and then want fries
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