Exam 2 Flashcards
What is the difference between reflective and reflexive processing? Give an example of each type of processing.
Reflective system for controlled processing
Conscious, explicit memory
Effortful, requires motivation
Takes more time
Reflexive system for automatic processing Unconscious, implicit memory Requires little effort Fast “Thin slice judgments” or “Blinks”
What is implicit bias? How is it different from explicit bias?
Positive or negative attitudes or stereotypes held at a subconscious level that affect our understanding, actions, or decisions towards a person, thing, or group.
Peep the video- like for whiteys like us its hard or takes longer to associate black with good and white with bad. we are doing it without knowing. Different from explicit bias in that way. explicit bias would be overt racism or racist comments, or biases we know we have.
How does the Implicit Association Test reveal biases? (What does the test test?)
Gender, race, age, etc, associations that we have. i.e associated young with good and old with bad. Takes longer for you to link good with black than it does to link good with white. We have no idea when implicit biases are happening!
What are some forms of retail discrimination?
Forms of differential treatment:
Avoidance (ignoring customers)
Discouragement (delaying service, shadowing)
Rejection (denying store access, credit, checks)
Attacks (verbal or physical)
In what ways have hiring processes been shown to be biased? How can companies attempt to correct this bias?
Identical resumes. White names received 50% more responses (i.e. Connor vs. Jamal). Women less likely to get the job a man gets, with the same exact resume. IDK how to correct l
What is the “double bind” that women leaders face?
o Razor sharp edge between “ice queen” and “too sweet”
o Stereotype that women are thought of as not capable of being a leader; however, when they try to prove this stereotype wrong, men view them as being too tough and slightly masculine
How can marketers be part of the solution when it comes to addressing implicit biases?
Increase awareness of own biases and make conscious efforts to reduce their impact on your behavior
Expose yourself to counter-stereotypical stimuli
Seek out experiences with people different from yourself
Call it when you see it
Create marketing that does the items above!
List the stages of perception. Why is it important for a marketer to understand these?
Environmental Stimuli Exposure Attention Comprehension Acceptance Retention
They are able to better understand and communicate with their target market, for information get filtered out at every stage of the funnel
What’s the difference between intentional, accidental, and selective exposure? What are some ways marketers can facilitate intentional exposure and maximize accidental exposure? (Give examples.)
Intentional exposure occurs when a person purposefully searches for information relevant to a goal or problem
Accidental exposure occurs when a person unexpectedly encounters marketing or other information in the environments
Selective exposure occurs when a person screens out most stimuli and exposes him/herself to only a small portion of stimuli
o Facilitate intentional: SEO, easy to find content, opt into content (email lists, social media, website)
o Maximize accidental: magazine— back cover, middle of top story, front cover
Be able to identify and/or explain the stimulus determinants of attention and give examples of how each works to attract the attention of the consumer.
Size: blow up gorilla at car dealerships
Color: bright color in a magazine (context matters)
Contrast: silent Super Bowl ad
Directionality: where your eyes flow— hands to rings, nail polish flow
Movement/Scene Changes: mouse running, ASICS training “next”
• More likely to pay attention to moving things than static
Intensity: loud, bright, amped up, and attention grabbing
• Budweiser “not ponies” music/dark horses with base music
• Gatorade athlete intense commercial
Novelty: unusual, unexpected, creative,
• Love story on google search
• Dancing babies = Live Young
• Borrowed Interest - doesn’t have to do with your product/ad you just tag your brand at the end (Linkage is an issue)
Vividness: grabbing in an emotional or sensory way
• Tattoo insurance parlor
• Human heart ad about racism
Learned response: when something grabs attention because we’ve learned to respond to it
-door bell in commercial whiteboy
What is the difference between a novel stimulus and a vivid one?
o Novel: unusual, unexpected, creative
o Vivid: gripping, strong evoking of emotions/senses (people having real conversations about death/jobs)
Why is the concept of just noticeable differences important to marketers? In what situation might a marketer want to cross the differential threshold? When would a marketer not wish to cross it? (This is in the book. Please review.)
JND: Condition in which one stimulus is sufficiently stronger than another so that someone can actually notice that the two are not the same.
Important to marketers because it helps them gage what consumers will even notice about a product or service.
Ex: Consumers not likely to notice difference between $29.49 and $29.99 because difference isn’t noticeable, so they can raise to such price. Or won’t notice internet speed slower by a fraction of a second.
When marketers make a “positive change”, difference should be large enough to be perceived by consumers. When they make a “negative change”, the change should be in small increments so that each difference is not noticed-but make sure not deceptive about it.
Describe the comprehension process. How does it relate to what we learned about memory?
The cognitive process by which a person interprets or understands attended stimuli in his/her environment in order to assign meaning
Involves relating new stimulus information to information stored in memory (elaboration)
Requires inference making
explicit memory- ie knowledge obtained from a book
implicit memory- stored info concerning stimuli one is exposed to but doesn’t pay attention to.
How may message design characteristics influence comprehension?
Color
Font (Font Font Font Font Font Font)
Simplicity
i think lmao
How do affective and cognitive responses influence message acceptance?
o Cognitive Responses
Support Arguments: doctor, I trust
Counter arguments: getting paid to do it
o Affective Responses: want to not think about it (sad dog commercial)
