Ch. 3 Flashcards
Exposure?
Reflects the process by which the consumer comes into contact with a stimulus.
What are the factors that influence exposure?
Position of an ad, product distribution, shelf placement.
What is zipping?
fast-forwarding through commercials
What is zapping?
Switching channels during commercial breaks.
Attention?
The process by which we devote mental activity to a stimulus. Necessary for information to be processed - activate our senses.
What are the characteristics of attention?
Selective, capable of being divided, limited
Preattentice processing?
The nonconscious processing of stimuli in peripheral vision.
Hemispheric lateralization - how are the right and left brain different?
Right - music, pics, spatial information. Left - counting, forming sentences, words.
You can enhance consumer attention by making the stimulus…
Personally relevant, pleasant, suprising.
What are the characteristics of easy to process stimuli?
Prominent, concrete, contrasting.
Perception?
Occurs when stimuli registered by one of our five senses: vision, hearing, taste, smell, and touch.
Characteristics of perceiving through vision?
Size and shape, color, color dimensions, color and physiological moods, color and liking.
Characteristics of perceiving through hearing?
Sonic identity, sound symbolism.
Characteristics of perceiving through taste?
Varying perceptions of what “tastes good”, culture backgrounds, in-store marketing.
Characteristics of perceiving through smell?
Smell and physiological response/moods, product trial, liking, buying.
Characteristics of perceiving through touch?
Touch and physiological responses/moods, liking.
Weber’s Law?
The stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different.
Absolute thresholds?
The minimal level of stimulus intensity needed to detect a stimulus.
Perceptual organization?
The process by which stimuli organized into meaningful units.
Figure and ground?
People interpret stimuli in the context of a background.
Closure?
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.
