Solomon’s simple model allows a useful frame for answers on the perceptual process. As a basic requirement, you should be able to demonstrate awareness of the stages of the model and be able to describe within them. The trick will be not to spend all your time describing in minute detail elements within the model. It is fairly easy (and expected) that you will have examples of sensation (sight and sound, etc)…and I would hope you look to provide novel ideas within this...perhaps more interesting to explore the usefulness of the model. For instance, are senses the only means of interpreting value within perception? Does value only exist for marketers if we believe that meaning can exist in similar forms across lots of people? If sign components can be as confusing and contradictory as noted above, how does this affect their usefulness? Should marketers even engage with techniques that require subconscious processing within individuals, what are the barriers to following this idea.
Term | Definition the minimum amount of stimulation that can be detected on a given sensory channel | |
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Term | Definition the process that occurs when a sensation becomes so familiar that it no longer commands attention | |
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Term | Definition the assignment of processing activity to selected stimuli | |
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Term | Definition individuals who enjoy touching products to experience them | |
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Term | Definition the gestalt principle that describes a person's tendency to supply missing information in order to perceive a holistic image | |
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Term | Definition stimuli that differ from others around them | |
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Term | Definition the ability of a sensory system to detect changes or differences among stimuli | |
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Term | Definition tiny figures inserted into magazine advertising by using, high-speed photography or airbrushing. these hidden figures, usually of a sexual nature, supposedly exert strong but unconscious influences on innocent readers | |
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Term | Definition the result of acquiring and processing stimulation over time | |
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Term | Definition an initial stage of perception during which some sensations come within range of consumers' sensory receptors | |
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Term | Definition the gestalt principle whereby one part of a stimulus configuration dominates a situation whereas other aspects recede into the background | |
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Term | Definition meaning derived form the totality of a set of stimuli, rather than from any individual stimulus | |
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Term | Definition that multisensory, fantasy, and emotional aspects of consumers' interactions with products | |
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Term | Definition the becoming real of what is initially simulation of "hype" | |
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Term | Definition a sign that resembles the product in some way | |
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Term | Definition a sign that is connected to a product because they share some property | |
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Term | Definition the meaning derived from a sign or symbol | |
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Term | Definition the process whereby meanings are assigned to stimuli | |
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Term | Definition just-noticeable-differences; the minimum difference between two stimuli that can be detected by the perceiver | |
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Term | Definition a Japanese philosophy that translates customers' feelings into design elements | |
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Term | Definition processing information from more than one medium at a time | |
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Term | Definition in semiotic terms,the product that is the focus of a message | |
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Term | Definition the process by which stimuli are selected, organized, and interpreted | |
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Term | Definition the tendency for consumers to avoid processing stimuli that are threatening to them | |
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Term | Definition past experiences that influence what stimuli we decide to process | |
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Term | Definition a research tool used to understand how a brand is positioned in consumers' minds relative to competitors | |
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Term | Definition process by which people attend to only a small portion of the stimuli to which they are exposed | |
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Term | Definition the tendency for consumers to be more aware of stimuli that relate to their current needs | |
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Term | Definition an organization's use of elements in the marketing mix to influence the consumer's interpretation of a product's meaning vis-a-vis competitors | |
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Term | Definition properties of a stimulus that evoke a schema that leads us to compare the stimulus to other similar ones we encountered in the past | |
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Term | Definition the gestalt principle that describes how consumers tend to group objects that share similar physical characteristics | |
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Term | Definition the science that focuses on how the physical environment is integrated into the consumer's subjective experience | |
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Term Reverse Product Placement | | Definition fictional products that appear in TV shows or movies become popular in the real world | |
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Term | Definition elements of an online ad that employ movement to gain attention | |
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Term | Definition an organized collection of beliefs and feelings represented in a cognitive categoy | |
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Term | Definition a field of study that examines the correspondence between signs and symbols and the meaning or meanings they convey | |
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Term | Definition the imediate response of sensory receptors to such basic stimuli as light, color, sound, odors, and textures | |
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Term | Definition marketing strategies that focus on the impact of sensations on our product experiences | |
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Term | Definition a condition where consumers are exposed to far more information than they can process | |
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Term | Definition a unique characteristic of a brand conveyed on a perceptual channel | |
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Term | Definition the sensory imagery that represents the intended meanings of the object | |
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Term | Definition the processing of stimuli presented below the level of the consumer's awareness | |
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Term | Definition a sign that is related to a product through either conventional or agreed-on associations | |
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Term | Definition color combinations that become strongly associated with a corporation | |
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Term | Definition the principle that the stronger the initial stimulus, the greater its change must be for it to be noticed | |
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