Chapter 3 Flashcards
Exposure
Coming into physical contact with a stimulus
marketing stimuli
Contain information about producs or brands and other offerings communicated b either the marketer or by onmarketing sources
The best products and services fail to be successful if
Consumers are not aware of them and exposure is precondition to this
zipping
COnsumers record TV shows with a DVR (digital video recorder) and fast-forward through the commercials when viewing the shows later. Consumers zip through up to 75 percent of the ads in recorded shows, yet the can still identify the brand or product category in marny of the ads.
Zapping
Consumers avoid ads by switching to other channels during commercial break
attention
Reflects how much mental activity they devote to it. A certain amount of attention is necessary for information to be perceived for it to activate peoples senses
Attention is 3 things
limited, selective and can be divided
Pre-attentive processing
The extent that we can process information from our peripheral vision even if we are not aware of doing so, we are engaged in pre-attentive processing
Marketers often take steps to attract consumers attention by making the stimulus the following
Personally relevant
Pleasant
Surprising
Easy to process
when are stimuli personally relevant (marketers steps to attract consumers attention)
when they appeal to our needs, values, emotions, or goals
pleasent (marketers steps to attract consumers attention)
because people tend to approach things that are inherently ppleasant, marketers can increase consumers attention to marketing stimuli by the use of attractive models, music and humour
surprising (marketers steps to attract consumers attention)
Consumers are likely to process a stimulus when it is surprising by novelty, unexpectedness and puzzles
Easy to process (marketers steps to attract consumers attention)
Marketers can enhance attention by boosting consumers ability to process the stimuli
Four characteristics that make a stimulus easy to process
Prominent stimuli
Concrete stimuli
Limited number of competing stimuli
Contrast with competing stimuli
Prominent stimuli (four characteristics make a stimulus easier to process)
Prominent stimuli stand out relative to the environment because of their intensity. The size or length of the stimulus can affect its prominence
Concrete stimuli (four characteristics make a stimulus easier to process)
Stimuli are easier to process if they are concrete rather than abstract
Concreteness is defined as the extent to which we can imagine a stimulus
Limited number of competing stimuli (four characteristics make a stimulus easier to process)
A stimulus is easier to process when few things surround it to compete for your attention
Contrast with competing stimuli (four characteristics make a stimulus easier to process)
Attention to a stimulus is high when its signal-to-noice ratio is high
Habituation or wear-out
When a stimulus becomes familiar, it can lose its attention-getting ability
What explains why marketerrs sometimes change packaging to attract consumers attention
Habituation (wear out)
Perception
The process of determining the properties of stimuli using one or more of our five senses
Vision, hearing, taste, smell and touch
The following factors can combine to impact the beauty or aesthetic qualities of a product or packaging
Size and shape
Lettering
Image location on package
Colour
Appearance of being new or worn
Absolute threshold
The minimum level of stimulus intensity needed for a stimulus to be perceived. In other words, the absolute threshold is the amount of intensity needed for a person to detect the difference between something and nothing. Whereas the absolute threshold deals with whether or not a stimulus can be perceived
Differential threshold (just noticeable difference (ind,))
Refers to the intensity difference needed between two stimuli before people can perceive that the stimuli are different
Webers law
The stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different
Webers law formula
ds/S = K
S is the initial stimulus
ds is the smallest change (delta) in a stimulus capable of being detected
K is a constant of proportionality
Subliminal perception
Is different from pre-attentive processing
In the case of pre-attentive processing, we process information which is outside the focus of our attention - for instance, we may pre-attentively process an ad in the visual periphery of an article that we are reading on a webpage.
Subliminal perceptions, also known as subliminal messages, are messages, either visual or auditory, that are presented just beyond the threshold of human perception. A subliminal perception may not be audible enough that the conscious mind might register it but be audible enough for the subconscious mind.
Perceptual organization
The process of combining numerous simple stimuli and organizing them
Basic four principles related to perceptual organization
Figure and ground
Closure
Grouping
Preference for the whole
Figure and ground (perceptual organization)
Suggests that people interpret stimuli in contrast to a background
Closure (perceptual organization)
Refers to the fact that individuals have a need to organize perceptions so that they form a meaningful whole
Grouping (perceptual organization)
Refers to the fact that we often group stimuli to form a unified picture or impression making it easier to process them
Preference for the whole (perceptual organization)
Means that consumers perceive more value in the whole of something than in two or more parts that are equivalent to the whole
Comprehension
The process of extracting higher-order meaning from what we have perceived in the context of what we already know. It may be hard to identify whether the stimulus that we are exposed to is an ad or seomthing else, which represents a challenge of source identification
source identification
The process of determining what the stimulus that we have detected actually is
Marketers are concerned with four conepts when it comes to comprehending messages:
1) Objective and subjective comprehension of messages
2) The possibility of miscomprehension
3) The effect of motivation, ability and opportunity on comprehension
4) The effect of culture
Objective comprehension
Refers to whether the meaning that consumers take from a message is consistent with what the message actually stated
Subjective comprehension
Is the different of additional meaning consumers attach to the message, whether or not these meanings were intended
Inferences
Are the conclusions that ocnsumers draw or interpretations that they form based on the message
