Chapter 8 Flashcards
Information processing
a series of activities by which small stimuli are perceived, transformed into information, and stored
Four major steps in information processing
exposure, attention, interpretation, and memory
The first three of these constitute perception
Exposure
when a stimulus such as a banner ad comes within range of a persons sensory receptor nerves - Ex: vision
Attention
when the stimulus (banner ad) I s’seen’ (the receptor nerves pass the sensations on to the brain for processing)
memory
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
perceptual defenses
that individuals are not passive recipients of marketing messages
exposure
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
selective exposure examples
ex: consumers are highly selective in the way they shop once they enter a store
ex: media exposure - AD AVOIDANCE - zipping, zapping, and muting
zipping
when one fast-forwards through a commercial on a prerecorded program
zapping
involves switching channels when commercial comes on
muting
turning the sound off during commercials
Ways to solve ad avoidance
pop-ups and movie theater ads
product placement
provides exposure that consumers dont try to avoid - enhance the products image
ex: placing products in tv and movies for exposure
infomercials
program length television commercials with a toll-free number and/or web address through which to order or request additional information
voluntary / involuntary
involuntary - pop up adds
voluntary - looking for a new car - searches fords website
permission-based marketing
voluntary and self selected nature of such online offerings , where consumers opt-in to receive emails
attention
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
stimulus factors
physical characteristics of the stimulus itself
- size and color
ex: large car ad that is colorful
size
slotting allowances - more space on store shelf
ex: large ads in magazines and call book - increase visibility and sales
intensity
loudness, brightness, length
-ex: longer a scene held on the screen - more likely to be recalled
intensity - intrusiveness
one is forced to see or interact with a banner ad or pop ip to view desired content
intensity - repetition
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
attractive visuals
ex: models, mountains
draw attention
picture superiority effect - large photo on ad
color and movement
cool colors versus warm colors - warm is more amusing
color ads and movement grab more attention
position
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
isolation
separating a stimulus object from other objects
ex: retail - stand alone kiosk
format
manner in which the message is present
-simple, straightforward, clear visual point
contrast and expectations
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
interestingness
ex: in-store displays that use tie-ins to sporting events and movies appear to generate
information quantity
information quantity
- features
tv ads - cause - information overload - no control over the pace of exposure
Individual factors -
consumer motivation nd ability are the major individual factors affecting attention
Individual factors - motivation
consumers motivation and ability are the main factors affecting their attention
Individual factors - motivation
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
smart banners - respond to interstate’s and involvement
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
Individual factors - ability
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
situational factors
clutter and program involvement
- stimuli in the environment other than the focal stimulus (ex: packaging) and temporary characteristics induced by the environment
situational factors - clutter
clutter represents the density of stimuli in the environment
- too many displays - decreases attention to all displays
ex: cable saying “fewer commercials”
situational factors - program involvement
How interested viewers are in the program or editorial content
- ad quality can help increase involvement
- involvement influences the attention to the ad
non-focused attention
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
non focused attention - hemispheric lateralization
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
non focused attention - subliminal stimulus
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
cross promotions
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
brand name and logo development
ex: mt. dew cherry - would have done bad
ex: mcdonalds packaging for apple juice and milk
linguistic considerations
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
Branding strategies
- brand extension - Levi Strauss - high upscale mens suits
- co-branding - intel inside
logo design and typo graphics
- 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
Media strategy
-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
advertisements
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
package design and labeling
ex: m&ms - candy coating, shape and typography
- packaging can influence the volume and consumption levels
interpretation
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
individual characteristics
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
situational characteristics
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
stimulus characteristics
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”
rhetorical figures
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
consumer inferences
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
consumers being mislead
- 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”
