Exposure, Attitudes, Attention and Perception Flashcards
Exposure
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.
Attention
Characteristics are selective, divided, limited, linked to involvement and scale of motive. Grabs your attention by making the stimulus personal, relevant and pleasant.
Perception
Process of converting sensory input into an understanding of how the world works.
Attitudes
Based on evidence, can neither be typically confirmed or explicitly shown to be wrong, depending on information.
Conventions of perception - perception is more than the substantive message
Reading between the lines so readers create messages from what is seen or read.
Conventions of perception - law of similarity
Associating things with previous knowledge and interpret it according to the information we already know.
Conventions of perception - expectations
Interpret and see a message accordingly if we expect a sequence of events.
Conventions of perception - figure-ground relationship
Influenced interpretation
Conventions of perception - law of closure
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.
Conventions of perception - law of continuity
Prefer visual interpretation as connected instead of disconnected.
Conventions of perceptions - elements
Number of elements often combine to create a stronger message.
Conventions of perception - colour
Colours are influence in creating the overall image of a product.
Subliminal perception
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.
Six components of perception - a world view
1) Stimulus
2) Input selector
3) Processing centre
4) Consumer current state
5) Consumer stable characteristics
6) Response
What is a world view?
An individuals world view to see and understand the world e.g. their view on politics.
Instrumental function of attitudes
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.
Ego- defensive function of attitudes
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.
Value expressive function of attitudes
Opposite of ego-defensive, drive for self-expression e.g. political viewpoint.
Knowledge function of attitudes
Drive to seek clarity/ order. Relates to the need to understand something e.g. interests/ hobby in sports results in related purchases.
Cognition
Individual’s awareness, knowledge, beliefs and images e.g. attitude to cars may be composed of comparative information.
Affect
Emotions/ feelings of like and dislike e.g. drivers frequently have affective relationships with their first car.
Conation
Intention about attitudinal object e.g. forming an attitude about a car.
Elaboration likelihood model
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.
What determines the strength of an attitude?
Strength of an attitude is determined by perceived instrumentality, evaluate aspect and value importance.
