Exposure, Attitudes, Attention and Perception

Question 1

Exposure

Answer 1

Consumer comes into physical contact with the stimulus. Marketing stimulus are messages and information about product and services communicated either by marketers or by non- marketing sources. It is selective.

Question 2

Attention

Answer 2

Characteristics are selective, divided, limited, linked to involvement and scale of motive. Grabs your attention by making the stimulus personal, relevant and pleasant.

Question 3

Perception

Answer 3

Process of converting sensory input into an understanding of how the world works.

Question 4

Attitudes

Answer 4

Based on evidence, can neither be typically confirmed or explicitly shown to be wrong, depending on information.

Question 5

Conventions of perception - perception is more than the substantive message

Answer 5

Reading between the lines so readers create messages from what is seen or read.

Question 6

Conventions of perception - law of similarity

Answer 6

Associating things with previous knowledge and interpret it according to the information we already know.

Question 7

Conventions of perception - expectations

Answer 7

Interpret and see a message accordingly if we expect a sequence of events.

Question 8

Conventions of perception - figure-ground relationship

Answer 8

Influenced interpretation

Question 9

Conventions of perception - law of closure

Answer 9

People can only obtain the whole message if they have all the components e.g. can’t understand a punch line if they don’t have the context.

Question 10

Conventions of perception - law of continuity

Answer 10

Prefer visual interpretation as connected instead of disconnected.

Question 11

Conventions of perceptions - elements

Answer 11

Number of elements often combine to create a stronger message.

Question 12

Conventions of perception - colour

Answer 12

Colours are influence in creating the overall image of a product.

Question 13

Subliminal perception

Answer 13

Occurs below conscious level. Hidden messages in adverts before films e.g. “Eat popcorn” and “Drink Coca-Cola”
Banned in the UK because it is unethical and controls desires.

Question 14

Six components of perception - a world view

Answer 14

1) Stimulus
2) Input selector
3) Processing centre
4) Consumer current state
5) Consumer stable characteristics
6) Response

Question 15

What is a world view?

Answer 15

An individuals world view to see and understand the world e.g. their view on politics.

Question 16

Instrumental function of attitudes

Answer 16

Individual uses the attitudes to obtain satisfaction from the object. Maximises external reward, with minimal punishment e.g. attitude to pub because friends go there.

Question 17

Ego- defensive function of attitudes

Answer 17

Protects against internal conflicts and external dangers e.g. unable to understand how a product works so have the attitude that product is too complex.

Question 18

Value expressive function of attitudes

Answer 18

Opposite of ego-defensive, drive for self-expression e.g. political viewpoint.

Question 19

Knowledge function of attitudes

Answer 19

Drive to seek clarity/ order. Relates to the need to understand something e.g. interests/ hobby in sports results in related purchases.

Question 20

Cognition

Answer 20

Individual’s awareness, knowledge, beliefs and images e.g. attitude to cars may be composed of comparative information.

Question 21

Affect

Answer 21

Emotions/ feelings of like and dislike e.g. drivers frequently have affective relationships with their first car.

Question 22

Conation

Answer 22

Intention about attitudinal object e.g. forming an attitude about a car.

Question 23

Elaboration likelihood model

Answer 23

Refers to extent to which a individual’s need to develop and refine information necessary for decision-making. In the centred route the receiver is seen as active but in the peripheral route the receiver is seen to lack ability to process information.

Question 24

What determines the strength of an attitude?

Answer 24

Strength of an attitude is determined by perceived instrumentality, evaluate aspect and value importance.

Question 25

What does instrumentality mean?

Answer 25

A person receives rewards if their performance expectation is met.