Exam 2 Flashcards
Subliminal message
A subliminal message is a signal or message embedded in another object, designed to pass below the normal limits of perception
Grouping
Based on similarity and proximity
Figure
Well defined area, dominant, primary subject
Ground principle
Background
Perceived risk
Nature and amount of risk perceived by a consumer in a particular purchase decision
Perceived risk factors
Consequence (importance of loss), uncertainty (probability of loss)
Types of perceived risk
Performance risk-does it work as expected
Financial risk-how much money spent ex car has substantial financial risk opposed to a pen
Social risk-approval/disapproval
How to reduce perceived risk
- gather additional info prior to purchase
- choose high priced items or well known brands
How to reduce perceived risk
- gather additional info prior to purchase
- choose high priced items or well known brands
Publicity (free,cultural)
- info that concerns a person product company event and that is disseminated through media to attract public interest
- substantial influence on the publics perception of a subject
Negative publicity
The adverse publicity that a firm may incur due to a particular reason which may lead to potential disastrous consequences
Product placement
A form of advertisement where branded goods or services are placed in a context such as movies or television shows
Learning
The process by which memory and behavior are changed as a result of conscious and non conscious (incidental exposure) information processing
Classical conditioning
The process of using an established relationship between a stimulus and response to bring about the learning of the same response to a different stimulus ex pavlovs dog
Operant (instrumental) conditioning
(BF skinner) involved rewarding desired behavior w/a positive outcome that serves to reinforce the behavior
Ex positive reinforcement behavior-desired consequence-repeat
