Lecture 10

Question 1

Attention

Answer 1

The extent to which people focus on and process information

Question 2

Perceptual selection

Answer 2

Consumers attend to and process only a small portion of the information they are exposed to (attention=spotlight)

Question 3

3 levels of attention:

Answer 3

1) Salience (opvallendheid), the way stimuli looks like
2) Vividness (levendigheid), evoking emotional reaction
3) Novelty (nieuwigheid), unfamiliarity, confusion and disconfirming of expectation

Question 4

Figure-ground principle

Answer 4

We compare stimuli to the background in which they are in –> more contrast between stimuli and background grabs more attention

Question 5

Identifiable victim effect

Answer 5

Individuals tend to offer more assistance to victims they can identify with than to those who are vague or abstract

Question 6

BOGO deal

Answer 6

Buy One Get One

Question 7

Percentage deal

Answer 7

Buy 2, get 50% off

Question 8

measuring attention

Answer 8

• Eye movement tracking
• Mouse tracking
• BOGO deal > Percentage deal

Question 9

Willful ignorance

Answer 9

Deliberately avoiding information about the potential negative consequence of their actions –> avoidance frees them to behave selfish