Chapter 3 Flashcards
Exposure
: the process by which the consumer comes in physical contact with a stimulus
Marketing Stimuli
: information about commercial offerings communicated either by the marketer (such as ads, FB messages, Vine vis, salespeople, etc) or by nonmarketing sources (such as word-of-mouth, news, reviews)
Zipping
: fast-forwarding through commercials on a program recorded earlier
Zapping
: use of a remote control to switch channels during commercial breaks (20% of consumers zap at any given time, more than 2/3 of HHs with cable TV zap regularly, men zap more than women)
Attention
: the amount of mental activity a consumer devotes to a stimulus (enables consumers to learn more from marketing messaging)
three characteristics of attention
attention is 1) limited, 2) selective, and 3) can be divided
Preattentive processing
: the non-conscious processing of stimuli, such as in peripheral vision (ie. main focus is on one thing but we also register something about the objects in our peripheral)
marketers can take steps to attract consumer’s attention by making the stimulus
1) personally relevant, 2) pleasant, 3) surprising, and/or 4) easy to process
Prominence
: the intensity of stimuli that cause them to stand out relative to the environment (ex/ size or length, including movement)
Concreteness
: the extent to which a stimulus is capable of being imagined (vs abstract; can improve mental simulation, for ex/, by placing mug with handle on right side)
Habituation
: the process by which a stimulus loses its attention-getting abilities by virtue of its familiarity (aka “wear out”) (marketers slightly tweak messaging and packaging occasionally to combat this)
Perception
: the process of determining the properties of stimuli using vision, hearing, taste, smell, and touch (what happens after we’ve been exposed to a stimulus) (can be smells, softness, etc or feelings like “luxurious”)
Absolute threshold
: the minimal level of stimulus intensity needed to detect a stimulus (the difference between something and nothing)
Differential threshold
: the intensity difference needed between two stimuli before they are perceived to be different (JND or “just noticeable difference)
Weber’s law
: the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different (Ernst Weber, psychologist)
Subliminal perception
: the activation of sensory receptors by stimuli presented below the perceptual threshold. Subliminal advertising is banned in US, UK, Australia, and NL, among other countries!!!
Perceptual organization
: the process by which stimuli are organized into meaningful units (the four basic principles related to it are 1) figure and ground, 2) closure, 3) grouping, and 4) preference for the whole)
Figure and ground
: the principle that people interpret stimuli in the context of a background
Closure
: the principle that individuals have a need to organize perceptions so that they form a meaningful whole (ie. presenting an incomplete stimulus, ex/ running a TV ad on the radio and the consumers may picture the TV ad upon hearing the radio version
Grouping
: the tendency to group stimuli to form a unified picture or impression (ie. view similar or nearby objects as being together) (ex/ table setting may be perceived as more elegant if paired w/ napkins and dishes and cleverly grouped)
Preference for the Whole
: the tendency to perceive more value in a whole than in the combined parts that make up a whole, even if the parts have the same objective value as the whole (ex/ consumers more likely to spend $20 if it’s in broken bills rather than a $20 bill)
Comprehension
: the process of extracting higher-order meaning from what we have perceived in the context of what we already know
Source identification
: the process of determining what the perceived stimulus actually is, that is, what category it belongs to (ie. is this an ad or editorial info? May be challenging to tell due to product placement in media)
marketers are concerned w/ the following levels of comprehension:
- Objective and subjective comprehension of messages
- The possibility of miscomprehension
- The effect of motivation, ability, and opportunity on comprehension
- The effect of culture
Objective comprehension
: the extent to which consumers accurately understand the message a sender intended to communicate
Subjective comprehension
: what the consumer understands from the message regardless of whether this understanding is accurate
Miscomprehension
: occurs when a consumer inaccurately construes the meaning contained in a message (ie. when the subjective comprehension is incorrect)
Perceptual fluency
: the ease with which information is processed (ie. can be improved when consumers have more positive attitudes toward the brand, which can be improved by more exposure to brand messages)
Inferences
: conclusions that consumers draw or interpretations that they form based on the message (ie. whether attribute 1 is congruent or incongruent with attribute 2. * Ex/ Pillsbury Doughboy was slimmed down so that consumers don’t associate him with their products making them fat
