Kapitel 3

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• The process by which people select, organize, and interpret sensations is called ________ perception
• The sensory characteristic of a product that sticks with consumers, helping them toremember the product in a unique way, is called the ________ sensory input
• Because the brain's capacity to process information is limited, consumers are very selectiveabout what they pay attention to and tend to select stimuli that relate to their current needs.This type of perceptual filter is called ________. perceptual vigilance
• Size, color, position, and novelty are all strategies for creating which of the following? contrast
• Mary Nabholz travels the same way to work every day. She notices advertisements in storewindows when the ads first go up. However, after a few days, Mary no longer pays anyattention to these ads because they have become familiar. Which of the following is affectingMary's response to the ads? adaptation
• When a stimulus comes within the range of someone's sensory receptor, a(n) ________occurs. exposure
• The minimum difference that can be detected between two stimuli is known as the________. just noticeable difference
• The ________ threshold refers to the ability of a sensory system to detect changes betweentwo stimuli differential
• Which form of relationship between product and customer is most at risk of the consumerswitching to a different brand or product? interdependence
• A stage in the perception process is ________. interpretation
• If a consumer chooses not to perceive, they are reaching a(n) ________. sensory threshold
• According to the exposure factor leading to adaptation, frequently encountered stimuli________ as the rate of exposure increases. habituate
• Ben Perez is driving along a mountain road. In the distance, he sees a road crew workingon a fallen tree that has blocked the highway. When Ben first sees the road crew, which of thefollowing perceptual processes has been engaged? exposure
• Which term refers to perception that is below the level of the consumer's awareness? subliminal perception
• The ________ perspective is best summarized by the saying "The whole is greater thanthe sum of its parts." Gestalt
• When consumers see only what they want to see-don't see what they don't want to see it iscalled ________ perceptual retention
• ________ refers to the meanings we assign to sensory stimuli Interpretation
• A(n) ________ is a sign that relates to a product by either conventional or agreed-onassociations symbol
• The ________ for a brand guides how a company uses elements of the marketing mix toinfluence the consumer's interpretation of the brand's meaning in the marketplace relative toits competitors. positioning strategy
• ________ is a discipline that studies the correspondence between signs and symbols andtheir meaning. Semiotics
• _________ marketing is when companies consider the impact of sensations on ourproduct/service preferences. Sensory
• An example of sensory analysis is when a group of people are asked to rate: how a new product’s packaging feels

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