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Consumer Behavior Test 2 > Chapter 8 > Flashcards

Chapter 8 Flashcards

1
Q

Information processing

A

a series of activities by which small stimuli are perceived, transformed into information, and stored

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2
Q

Four major steps in information processing

A

exposure, attention, interpretation, and memory

The first three of these constitute perception

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3
Q

Exposure

A

when a stimulus such as a banner ad comes within range of a persons sensory receptor nerves - Ex: vision

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4
Q

Attention

A

when the stimulus (banner ad) I s’seen’ (the receptor nerves pass the sensations on to the brain for processing)

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5
Q

memory

A

the short-term use of the meaning for immediate decision making or the loner-term retention of the meaning

ex: a person’s memory influences the information he or she is exposed to and attends to and the interpretations the person assigns to that information

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6
Q

perceptual defenses

A

that individuals are not passive recipients of marketing messages

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7
Q

exposure

A

when a stimulus is placed within a person’s relevant environment and comes within range of his or her sensory receptor nerves

  • mainly self selected
    ex: not paying attention to commercials on tv- this case exposure occurred
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8
Q

selective exposure examples

A

ex: consumers are highly selective in the way they shop once they enter a store
ex: media exposure - AD AVOIDANCE - zipping, zapping, and muting

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9
Q

zipping

A

when one fast-forwards through a commercial on a prerecorded program

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10
Q

zapping

A

involves switching channels when commercial comes on

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11
Q

muting

A

turning the sound off during commercials

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12
Q

Ways to solve ad avoidance

A

pop-ups and movie theater ads

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13
Q

product placement

A

provides exposure that consumers dont try to avoid - enhance the products image

ex: placing products in tv and movies for exposure

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14
Q

infomercials

A

program length television commercials with a toll-free number and/or web address through which to order or request additional information

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15
Q

voluntary / involuntary

A

involuntary - pop up adds

voluntary - looking for a new car - searches fords website

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16
Q

permission-based marketing

A

voluntary and self selected nature of such online offerings , where consumers opt-in to receive emails

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17
Q

attention

A

occurs when the stimulus activates one or more sensory receptor nerves and the resulting sensations go to the brain for processing

  • same individual may devote different levels of attention to the same stimulus in different situations
  • attention is determined by three factors: stimulus, the individual, and the situation
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18
Q

stimulus factors

A

physical characteristics of the stimulus itself

  • size and color
    ex: large car ad that is colorful
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19
Q

size

A

slotting allowances - more space on store shelf

ex: large ads in magazines and call book - increase visibility and sales

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20
Q

intensity

A

loudness, brightness, length

-ex: longer a scene held on the screen - more likely to be recalled

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21
Q

intensity - intrusiveness

A

one is forced to see or interact with a banner ad or pop ip to view desired content

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22
Q

intensity - repetition

A

related to intensity - number of times individual is exposed to a given stimulus - ex: brand, logo over time

ex: same print ad in a magazine - attention decreases after third time viewing the content

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23
Q

attractive visuals

A

ex: models, mountains

draw attention

picture superiority effect - large photo on ad

24
Q

color and movement

A

cool colors versus warm colors - warm is more amusing

color ads and movement grab more attention

25
Q

position

A

placement of the object in physical space

  • high impact zones - top of page in ads
    ex: retail -end caps and kiosks , eye level space
    ex: in ads the right hand side is more attractive
26
Q

isolation

A

separating a stimulus object from other objects

ex: retail - stand alone kiosk

27
Q

format

A

manner in which the message is present

-simple, straightforward, clear visual point

28
Q

contrast and expectations

A

contrast with their background

ex: Nissans use of color ads in newspapers

ex: packaging, in-store displays
- what consumers expect for a product category

adaption level theory-AKA loosing attractiveness - suggest that if a stimulus doesn’t change, over time we adapt to it being to notice it less

29
Q

interestingness

A

ex: in-store displays that use tie-ins to sporting events and movies appear to generate

30
Q

information quantity

A

information quantity

  • features

tv ads - cause - information overload - no control over the pace of exposure

31
Q

Individual factors -

A

consumer motivation nd ability are the major individual factors affecting attention

32
Q

Individual factors - motivation

A

consumers motivation and ability are the main factors affecting their attention

33
Q

Individual factors - motivation

A

consumers interests and needs

  • product involvement - indicates motivation d interest into a category
    ex: external stimulus characteristics like animation has less of an influence on consumers that are already internally motivated
34
Q

smart banners - respond to interstate’s and involvement

A

banner ads that are activated based on terms used in search engines

  • behavioral targeting strategies
    ex: going on the WSJ.com and reading about travel, then being targeted by American Airlines ads
35
Q

Individual factors - ability

A

the capacity of individuals to attend to and process information

ex: ppl with higher education / greater health knowledge - are more likely to pay attention to the highly detailed technical information
- brand familiarity - factor related to attention - those with high brand familiarity may require less attention to the brand’s ads because of their existing

36
Q

situational factors

A

clutter and program involvement

  • stimuli in the environment other than the focal stimulus (ex: packaging) and temporary characteristics induced by the environment
37
Q

situational factors - clutter

A

clutter represents the density of stimuli in the environment

  • too many displays - decreases attention to all displays
    ex: cable saying “fewer commercials”
38
Q

situational factors - program involvement

A

How interested viewers are in the program or editorial content

  • ad quality can help increase involvement
  • involvement influences the attention to the ad
39
Q

non-focused attention

A

ex: cocktail party - not fully focused until someone mentions their name in the conversation
- hemispheric lateralization - different parts of our brain are better suited for focused versus non-focused attention

40
Q

non focused attention - hemispheric lateralization

A

actives that take place on each side of the brain

  • left is primarily responsible for verbal, symbolic, and sequential analysis - aka rational thought
  • right side - pictorial, geometric, timeless, nonverbal information - aka images and impressions
41
Q

non focused attention - subliminal stimulus

A

a message that is presented so fast or so masked that the person is not even aware of seeing or hearing it

  • hard to determine key persuasive information
42
Q

cross promotions

A

signage in one area of the store promotes complemented products in another

ex: milk sign in the cookie aisle
- Retailers are reducing clutter by taking SKU off shelves

& increasing ambient scent aka pleasant smells in the retail store

43
Q

brand name and logo development

A

ex: mt. dew cherry - would have done bad
ex: mcdonalds packaging for apple juice and milk

44
Q

linguistic considerations

A

ex: ford and toyota
- inherent meaning right format the start

two ways:

  • semantic meaning or MORPHEME -ex: NutraSwwet
  • Sound or PHONEMES - sound of vowels - heavier/lighter - richer, creamier
    ex: BLACKBERRY
45
Q

Branding strategies

A
  • brand extension - Levi Strauss - high upscale mens suits

- co-branding - intel inside

46
Q

logo design and typo graphics

A
  • moderately elaborate and symmetrically balanced lead to higher levels of logo liking

ex; natural logos - commonly experienced object

ex: symmetrical logos- visual balances

eX: elaborate logos entail complexity

font : scripted is elegance

47
Q

Media strategy

A

-consumers involvement can drive media exposure and strategy

high-involvement products, ads should be placed in media outlets with content relevant to the product

ex: runners world or vogue attract readers who are interested in related products
- low involvement ads - should be placed in credible sources

48
Q

advertisements

A

2 tasks: capture attention and convey meaning

  • use bright colors to attract attention
  • -tie the message to a topic which the target market is interested in
49
Q

package design and labeling

A

ex: m&ms - candy coating, shape and typography

- packaging can influence the volume and consumption levels

50
Q

interpretation

A

is the assignment of meaning to sensations.

  • perceptual relativity- generally a relative process rather than absolute
  • cognitive interpretation - a process whereby stimuli are placed into existing categories of meaning -ex:DVD players - were first grouped with VCRs then got into a new grouping because of discontinuous innovation
  • affective interpretation-emotional or feeling response triggered by a stimulus such as an ad - ex: negative emotional response - cats when you are allergic
51
Q

individual characteristics

A

traits - physiological - tase of bitter to spinach AND Psychological - experience stronger emotional reactions

learning and knowledge- learning about marketer created stimuli like brands and promotions through their experiences with them

expectations - expectation bias - brown colored pudding - actually chocolate

52
Q

situational characteristics

A

contextual cues - present in the situation play a role in consumer interpretation independent of the actual stimulus

color- elicit feelings or relaxation

nature of programming - advertisements

53
Q

stimulus characteristics

A

traits - size, shape, and color

-incongruity- increases attention - makes the consumer go beyond what is directly stated to make sense of the ad

organization - stimulus organization - arrangement of stimulus objects- ex: letters make up words

  • proximity -ex: “have a safe winter. drive Bridgestone tires”
54
Q

rhetorical figures

A

capture audience attention - consumers are exposed to many more ads than they can read or even notice

-involves and unexpected twist or artful deviation in how a message is communicated ether visually in the ads picture or verbally in the ads text or headline

55
Q

consumer inferences

A

inference- goes beyond what is directly stated or presented

  • quality signals:
  • price -perceived quality - “you get what you may for”
  • advertising intensity- higher ad intensity = more quality

-Interpreting images - ex: clinque ad that showed a tall glass of water which resembled a refresh lipstick

56
Q

consumers being mislead

A
  • direct claims - ex: claiming food ingredient is “mushroom” origin but really is a fungus
  • claim -belief discrepancies- communication leads consumers to believe something about that product that is not true but not a false claim - ex: Mac n cheese having a good source of calcium but is really only containing 5 oz”

Consumer Behavior Test 2 (4 decks)

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