3. introduction

Question 1

sensory marketing

Answer 1

(also known as sensory advertising) is a way to appeal to all five senses of your audience using sensory appeal. It focuses on creating content that uses all five senses

Question 2

Perception

Answer 2

how the human mind interprets signals from the senses

Question 3

we process information in two different ways

Answer 3

bottom-up processing: starts from the stimulus
top-down processing: expectations, grammar: everything that is already in our brain

Question 4

study by Lee et al. (2007): PERCEPTION

Answer 4

exposing participants by some information before trying a beer: this information influences the evaluation of the beer

Question 5

attention reflects

Answer 5

how much mental activity is devoted to a stimulus

Question 6

the brain is a …… Memory is …..

Answer 6

complicated system of interconnected cells.
the neural network of associated nodes

Question 7

long term memory excist of 2

Answer 7

explicit memory: is stored, we remember, can be retrieved easily implicit memory: we remember this less, more procedural,

Question 8

explicit memory 2

Answer 8

is stored, we remember, can be retrieved easily
episodic memory: events and experiences
semantic memory: concepts and facts

Question 9

implicit memory: 3

Answer 9

procedural: how to do things
f.e. create advertisement on specific usage occasion (example: cup-a-soup)
priming: a stimulus exposure affects responses to a later stimulus
music is a way in which we can influence perception: study, music with strong national associations activated related knowledge and led to customers buying wine from the respective country
emotional conditioning: classical conditioned emotional responses
different types of memory:

Question 10

working memory is involved in

Answer 10

goal-directed behaviors in which the information must be retained and manipulated to ensure successful task execution

Question 11

associate networks for brands can be influenced by marketing actions
3 examples

Answer 11

example: the Northface, the association is with outdoors
example: Redbull
celebrity endorsement build associations between the endorser and the brand. If the mind is not strong enough, the celebrity might somehow shadow the brand itself

Question 12

memory and consumer behavior
2

Answer 12

beliefs and attitudes exist in implicit associative networks
activation of one concept activates related concepts
add figure?