Your original discussion should answer the following questions and thoroughly discuss your work on the questionnaire(s) you selected. The discussion must be between 150 to 200 words. This should be a discussion in narrative format, not a list copying these instructions!
Your score on the questionnaire or results, if applicable. If your selected questionnaire doesn’t provide a score, then say so in your discussion and discuss the questionnaire.
Your opinion regarding your score or results is based on the feedback in the questionnaire AND on what you learned about that topic in the related chapter. Discuss your results fully and why you think you got the score you got. What does your score say about your performance in that area?
What have you learned in the chapters and module that might change the way you think or act in the future? How will you apply this knowledge in your life?
Chapter 14 Psychological Disorders
EXERCISE 14.1 Self-Assessment: Manifest Anxiety Scale
Instructions
The statements below inquire about your behavior and emotions. Consider each statement carefully.
Then indicate whether the statement is generally true or false for you. Record your responses (T or F) in
the spaces provided.
The Scale
1. I do not tire quickly.
2. I believe I am no more nervous than most others.
3. I have very few headaches.
4. I work under a great deal of tension.
5. I frequently notice my hand shakes when I try to do
something.
6. I blush no more often than others.
7. I have diarrhea once a month or more.
8. I worry quite a bit over possible misfortunes.
9. I practically never blush.
jO. I am often afraid that I am going to blush.
___11. My hands and feet are usually warm enough.
12. I sweat very easily even on cool days.
13. Sometimes when embarrassed, I break out in a sweat
that annoys me greatly.
14. I hardly ever notice my heart pounding, and I am sel-
dom short of breath.
15. I feel hungry almost all the time.
16. I am very seldom troubled by constipation.
17. I have a great deal of stomach trouble.
18. I have had periods in which I lost sleep over worry.
19. I am easily embarrassed.
__….20. I am more sensitive than most other people.
21. I frequently find myself worrying about something.
22. I wish I could be as happy as others seem to be.
23. I am usually calm and not easily upset.
24. I feel anxiety about something or someone almost all
the time.
25. I am happy most of the time.
26. It makes me nervous to have to wait.
27. Sometimes I become so excited that I find it hard to get
to sleep.
28. I have sometimes felt that difficulties were piling up so
high that I could not overcome them.
29. I must admit that I have at times been worried beyond
reason over something that really did not matter.
___30. I have very few fears compared to my friends.
31. I certainly feel useless at times.
32. I find it hard to keep my mind on a task or job.
___33. I am unusually self-conscious.
34. I am inclined to take things hard.
35. At times I think I am no good at all.
.__..36. I am certainly lacking in self-confidence.
_……._37. I sometimes feel that I am about to go to pieces.
38. I am entirely self-confident.
Scoring the Scale
The scoring key is reproduced below. You should circle each of
your true or false responses that correspond to the keyed responses.
Add up the number of responses you circle, and this total is your
score on the Manifest Anxiety Scale.
1. False 2. False 3. False 4. True
5. True 6. False 7. True 8. True
9. False 10. True 11. False 12. True
13. True 14. False 15. True 16. False
17. True 18. True 19. True 20. True
21. True 22. True 23. False 24. True
25. False 26. True 27. True 28. True
29. True 30. False 31. True 32. True
33. True 34. True 35. True 36. True
37. True 38. False
My Score
What the Scale Measures
You just took a form of the Taylor Manifest Anxiety Scale (1953),
as revised by Richard Suinn (1968). Suinn took the original
50-item scale and identified all items for which there was a social
desirability bias (11) or a response set (1). He eliminated these 12
items and found that the scale’s reliability and validity were not ap-
preciably decreased. Essentially, the scale measures trait anxiety-
that is, the tendency to experience anxiety in a wide variety of
situations.
Hundreds of studies have been done on the various versions of the
Taylor Manifest Anxiety Scale. The validity of the scale has been
supported by demonstrations that various groups of psychiatric
patients score higher than unselected groups of “normals” and by
demonstrations that the scale correlates well with other measures of
anxiety. Although the Manifest Anxiety Scale is no longer a “state
of the art” measure of anxiety, it is an old classic that is relatively
easy to score.
Interpreting Your Score
Our norms are based on data collected by Suinn (1968) on 89
undergraduates who responded to the scale anonymously.
Norms
High score: 16-38
Intermediate score: 6-15
Low score: 0-5
PERSONAL EXPLORATIONS WORKBOOK W-43
SHOW MORE…
Perception in Consumer Behavior
Your task in this assignment is to recount an experience in which the perceptual cues contained in a promotional message drew your attention to a product or service that you would not otherwise have paid attention to. The message could be in any form (an advertisement, billboard, commercial, online promotion or even a personal interaction with a salesperson).
Brieflydescribe the nature and content of the promotional message, and
Relate the experience to a specific theory or principle discussed in Chapter 2 (Perception). Explain, with reference to theory, whyyou paid attention to a message that you would not otherwise have noticed or responded to.
300 words maximum
Instructor: Shaun G. Lynch, CFRE (ret.)
1 – 1
Chapter 2:
Perception
MARK 305
Consumer Behaviour
1
Sensation
Sensation
Immediate response of our sensory receptors
eyes, ears, nose, mouth, fingers
to basic stimuli
such as light, colour, sound, odour, and texture
Our world is a tapestry of stimulation
3
Perception
Perception is the process by which sensations are selected, organized and interpreted
4
Perception
Marketers contribute to the wild array of stimulation
Ads, radio, billboards, packaging
5
Sensation and Perception
The process that makes up perception includes three components:
Exposure
Attention
Interpretation
6
Sensory Inputs
Our senses react to touch, smell, taste and other stimulation
People respond to colour, noise and music
Sensory inputs create many associations in terms of decisions, memories and choices
7
Sensory Marketing
Marketers pay special attention to the impact of sensation on our product experiences:
Sight
Smell
Hearing
Touch
Taste
LO 2.2 Sensory systems can provide a competitive advantage.
8
Vision
Colour provokes emotion
Reaction to colour is both biological and cultural
Some colour combinations come to be associated so strongly with a corporation that they become known as the companys trade dress
Colour in packaging design is critical
9
Vision and Colour
Colours influence emotions
Some colours (e.g. red) create feelings of arousal and stimulate appetites
Blue is more relaxing
10
Vision and Colour
Older people see colours in a dull cast and therefore prefer white and other bright tones
Mature consumers are more likely to choose a white car
So Lexus makes 60% of their vehicles in white!
11
Vision and Consumption
Container size can influence the amount we consume
as compared to medium popcorn buckets
Consumers ate 45 percent more popcorn from large
12
Vision and Consumption
Container size can influence the amount we consume
Bartenders tend to pour over 30percent more into a shorter, wider glass than a taller glass
13
Vision and Consumption
Container size can influence the amount we consume
Consumers eat more from smaller packs of candy when multiple small packs are available
14
Vision and Consumption
Container size can influence the amount we consume
College students ate more M&Ms when given bowls that have ten (vs. seven) colours of M&Ms
15
Smell
Scents stir emotion or create calm feelings
Episodic memories of a pie out of the oven or a steaming cup of coffee feelings of home
16
Smell
Scents stir emotion or create calm feelings
One study found the smell of fresh cinnamon buns induced sexual arousal in males
17
Hearing
Sound affects behaviour:
Airline passengers move to their seats faster when there is up-tempo music playing
18
Hearing
Sound affects behaviour:
Words can be broken down into individual sounds called phonemes, which can have measurable behavioural effects
19
Hearing
Sound affects behaviour:
Brand names with repetitive phonetic structures produce positive feelings
20
Hearing
Muzak uses sound and music to create a mood
High tempo = more stimulation
Slower tempo = more relaxing
21
Hearing
Muzak in factories can reduce absenteeism
22
Hearing
Certain high-pitched sounds that only teens can hear allow for ringtones that their parents wont hear
23
Touch
Haptic (touch) senses
The most basic of the senses
We learn this before vision and smell
Touching affects the product experience
Waiters who touch patrons get bigger tips
Touching an item forms a relationship with the product
24
Touch
Touching affects the product experience
Waiters who touch patrons get bigger tips
Touching an item forms a relationship with the product
25
Photo by
Zoeon
Unsplash
Touch
Touchscreens can have an impact on our behaviour
The orientation of the product affects the way in
which consumers swipe on the screen
They will swipe in the direction of the products orientation and this leads to increased liking
26
Photo by
LinkedIn Sales Solutionson
Unsplash
Touch
Endowment effect
Endowment usually occurs when consumers ascribe more value to something simply because they own it
Touching an item forms a relationship with the product
27
Photo by
charlesdeluvioon
Unsplash
Touch
Kansei engineering
A philosophy that translates customers feelings into design elements
28
Taste
Flavour houses develop new concoctions for consumer palates
Cultural changes determine desirable tastes
29
Exposure and Perception
Exposure
Exposure occurs when a stimulus comes within range of someones sensory receptors
Consumers can focus on the stimulus, or ignore the information
31
Sensory Thresholds
Psychophysics
The science that focuses on how the physical environment is integrated with our personal, subjective world
32
Sensory Thresholds
Absolute Threshold
The minimum amount of stimulation that can be detected on a sensory channel
33
Differential Threshold and JND
Differential Threshold
Ability of a sensory system to detect changes or differences between 2 stimuli
34
Differential Threshold and JND
Just Noticeable Difference (JND)
The minimum meaningful difference between two stimuli
35
Differential Threshold and JND
Campbells has changed labels discreetly over time so consumers always recognize their product
36
Webers Law
The stronger the initial stimulus, the greater a change must be for it to be noticed
37
Webers Law
The stronger the initial stimulus, the greater a change must be for it to be noticed
Adding 10 dots to 10 dots makes for an obvious difference
38
Webers Law
The stronger the initial stimulus, the greater a change must be for it to be noticed
Adding 10 dots to 110 dots makes for an undetectable difference!
39
Webers Law
Applications in marketing
If the original price was $5.00, $2.00 off looks like a great deal
If the original price was $500, $2.00 of is meaningless!
40
Webers Law
Applications in marketing
Reductions should be kept smaller than the JND so that they are not readily discernible to the public
But product improvements should be greater than the JND so that they will be perceived by the public
41
Subliminal Perception
Occurs when a stimulus is below the level of a consumers awareness
Rumours of subliminal advertising are rampant but with little proof
42
Subliminal Perception
Typical subliminal techniques include an embed (look for a tiny image in the glass)
Subliminal messages in the form of self-help tapes do not appear to be very effective
43
Attention
The extent to which processing activity is devoted to a particular stimulus
Theres enormous competition for our attention:
Marketers need to break through the clutter
44
Cutting Through the Clutter
Using native advertising, brands try to engage viewers by wedging promotional messages into broadcast content
45
Perceptual Selectivity
We activate perceptual filters based on past experiences
Perceptual vigilance
Awareness of stimuli that relate to our current needs
46
Perceptual Selectivity
Perceptual defence
We see what we want to see and ignore what we dont want to see
47
Adaptation
The degree to which consumers continue to notice a stimulus over time is affected by
Intensity
Less intense stimuli (quiet sounds, soft colours) dont keep our attention as long
48
Adaptation
The degree to which consumers continue to notice a stimulus over time is affected by
Duration
We may shut out stimuli that take too long to process
49
Adaptation
The degree to which consumers continue to notice a stimulus over time is affected by
Discrimination
We habituate quickly to simple stimuli because they dont require much effort to process
50
Adaptation
The degree to which consumers continue to notice a stimulus over time is affected by
Exposure
The more we see something, the less we notice it
51
Adaptation
The degree to which consumers continue to notice a stimulus over time is affected by
Relevance
We habituate quickly to things that dont matter to us
52
Stimulus Selection
We are more likely to notice stimuli that differ from others around them:
Size
Colour
Position
Novelty
53
Stimulus Organization
Gestalt psychology
Maintains that we derive meaning from the totality of a stimulus rather than from its individual parts
54
Stimulus Organization
Examples of gestalt psychology in action:
Closure
We perceive an incomplete picture as complete
55
Stimulus Organization
Examples of gestalt psychology in action:
Similarity
Consumers group together objects that share similar characteristics
56
Stimulus Organization
Examples of gestalt psychology in action:
Figure Ground
One part of the stimulus will dominate the figure, while other parts recede into the background
57
Positioning Strategy
Marketing mix elements can be manipulated to influence the consumers interpretation of brands meaning
Brands position as a function of:
Lifestyle, price leadership, attributes, product class, competitors, occasions, users, and quality
Repositioning
58
Positioning Strategy
A brands position in consumers minds is a function of:
Price position
Product/service attributes
Product class
Occasions for usage
Targeted users
Quality
59
Positioning Strategy
Repositioning may become necessary when a brands original positioning begins to become stale
60
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