Chapter 4

  1. Perception
    A process of receiving, selecting, and interpreting environmental stimuli involving the five senses.
  2. Phenomenal Absolutism
    The erroneous assumption that everyone else perceives the world as we do.
  3. Sensation
    The body's first and immediate response to a stimulus.
  4. Attention
    Focusing on one or more environmental stimuli while potentially ignoring others.
  5. Cognitive Capacity
    The ability to pay attention to and think about information.
  6. Comprehension
    the ability to interpret and assign meaning to new information by relating it to knowledge already stored in memory.
  7. Absolute Threshold
    The minimum level of stimuli needed for an individual to experience a sensation.
  8. Just Noticeable Difference (JND)
    Also called the differential threshold; the amount of incremental change required for a person to detect a difference between two similar stimuli.
  9. Weber's Law
    The greater or stronger the initial stimulus is, the greater the amount of change required for it to be noticed.
  10. Adaptation
    The process of becoming desensitized to sensual stimuli.
  11. Miller's Rule
    When people are able to consider approximately five to nine (seven plus/minus two) units of information at one time in working memory.
  12. Advertising Wear-Out
    When an advertisement is overexposed, it loses the ability to attract attention and interest.
  13. Subliminal Perception
    The unconscious awareness of a stimulus.
  14. Short-Term Memory
    The part of the memory where small bits of information are paid attention to and processed for short periods one at a time.
  15. Arousal
    A state of physical wakefulness or alertness; also influences consumers' attention.
  16. Salient Stimuli
    Stimuli that draw consumers' attention involuntarily.
  17. Figure-Ground Principle
    From a perception prospective, when a stimulus is salient, it is figural or focal, and everything else fades into the background.
  18. Closure
    The tendency for a person to perceive an incomplete picture as complete, either consciously or unconsciously.
  19. Grouping
    The tendency to arrange stimuli together to form well-organized units.
  20. Vivid Stimuli
    Stimuli that draw attention automatically and involuntarily; but unlike salient stimuli, vivid stimuli are attention-drawing across all contexts.
Card Set
Chapter 4
Buyer Behavior Chapter 4: Consumer Perception