| Term | Definition |
|---|
| exposure | the process by which the consumer comes in physical contact with a stimulus |
| marketing stimuli | information about offerings communicated either by the marketer via ads, salespeople, brand symbols, packages, signs, prices, and so on or by non-marketing sources, e.g. the media or word of mouth |
| zapping | use of a remote control to switch channels during commercial breaks |
| zipping | fast-forwarding through the commercials recorded on a VCR or DVR |
| attention | the process by which an individual allocates part of his or her mental activity to a stimulus |
| preattentive processing | the nonconscious processing of stimuli in peripheral vision |
| prominence | the intensity of stimuli that causes them to stand out relative to the environment |
| concreteness | the extent to which a stimulus is capable of being imagined |
| perception | the process by which incoming stimuli activate our sensory receptors: eyes, ears, taste buds, skin, and so on |
| absolute threshold | the minimal level of stimulus intensity needed to detect a stimulus |
| differential threshold/just noticeable difference | the intensity difference needed between two stimuli before they are perceived to be different |
| weber's law | the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different |
| subliminal perception | the activation of sensory receptors by stimuli presented below the perceptual threshold |
| perceptual organization | the process by which stimuli are organized into meaningful units |
| figure and ground | according to this principle, people interpret stimuli in the context of a background |
| closure | according to this principle, individuals have a need to organize perceptions so that they form a meaningful whole |
| grouping | the tendency to group stimuli to form a unified picture or impression |
| bias for the whole | the tendency to perceive more value in a whole than in the combined parts that make up a whole |
| knowledge content | information we already have in memory |
| knowledge structure | the way in which knowledge is organized |
| categorization | the process of labeling or identifying an object. involves relating what we perceive in our external environment to what we already know |
| comprehension | the process of deepening understanding. involves using prior knowledge to understand more about what we have categorized |
| schema | the set of associations linked to a concept |
| brand image | a subset of salient and feeling-related associations stored in a brand schema |
| brand personality | the set of associations that reflect the personification of the brand |
| script | a special type of schema that represents knowledge of a sequence of actions involved in performing an activity |
| taxonomic category | a group of objects that are classified in an orderly and often hierarchically based scheme based on their similarity to one another |
| graded structure | the fact that category members vary in how well they represent a category |
| prototype | the best example of a cognitive (mental) category |
| correlated associations | the extent to which two or more associations linked to a schema go together |
| superordinate level | the broadest level of category organization containing different objects that share few associations but are still members of the category |
| basic level | a level of categorization below the superordinate category that contains objects in more refined categories |
| subordinate level | a level of categorization below the basic level that contains objects in very finely differentiated categories |
| goal-derived category | things that are viewed as belonging in the same category because they serve the same goals |
| objective comprehension | the extent to which the receiver accurately understands the message a sender intended to communicate |
| subjective comprehension | reflects what we understand, regardless of whether this understanding is accurate |
| miscomprehension | inaccurate understanding of a message |
| perceptual fluency | the ease with which information is processed |
Combine with other sets
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