Lecture 4

Question 1

Exposure

Answer 1

The process by which a consumer comes in contact with a marketing stimulus

Question 2

Marketig stimulus

Answer 2

Information about products and brands, communicated either by marketing or non-marketing sources

Question 3

Selective exposure:

Answer 3

Consumers ultimately control their exposure to marketing stimuli

E.g. Avoiding commercial breaks (tv), blocking ads (online), avoiding content (social media)

–< Generating the need to actively create exposure to marketing stimuli

Question 4

Attention

Answer 4

The extent of mental activity a consumer devotes to a stimulus

Exposure: Encountering a stimulus  Attention: mental activity devoted to the stimulus

Question 5

Characteristics

Answer 5

Attention is limited
Attention is selective
Attention can be divided

Question 6

Increasing attention:
Two forms of attention:

Answer 6

Preconscious: Automatic, effortless, uncontrollable, involuntary
Focal: Conscious, controlled, requires cognitive effort, voluntary

Question 7

Increasing attention
Bottoms-up:

Answer 7

Promote involuntary attention

-Increase salience and vividness of message

Question 8

Increasing attention #1:

Answer 8

Repeat
-To create brand awareness

But also: to increase liking

= positive habitual = mere exposure effect

–> Most pronounced for complex stimuli and short delays
–> But too much exposure leads to boredom

= negative habituation = advertising wear-out

Question 9

Increasing attention #2

Answer 9

choose the right place

Question 10

Increasing attention #3

Answer 10

make it more intense (move, big, surprising, novel, different)

Question 11

Increasing attention #4

Answer 11

make it sexy (but be careful)

Question 12

Increasing attention #5

Answer 12

use other senses:

Vision: e.g. size and hsape of product packages)

Touch: E.g. product haptic

Hearing: e.g. jingled, product sounds)

Taste: E.g. specific product taste

Smell: e.g. product or store scent

Question 13

Sensory marketing:

Answer 13

Sensory marketing = process of systematically managing consumers perception and experiences of marketing stimuli by appealing to the five senses

Sum more than the parts

Multi-sensory perception is key

Question 14

Stimulus related factors

Answer 14

Consumers cannot perceive all stimuli

Stimulus has to exceed the absolute threshold

i.e. difference between nothing and something

Consumers cannot detect all differences between stimuli

Just-noticable difference (jnd) = proportions

In marketing, makes more sense to talk about just-meaningful difference (jmd)

Sometimes, marketers want to stay below jmd

Question 15

Webers law (Ernst weber)

Answer 15

A noticeable change in a stimulus is a constant ratio of the original stimulus

The stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different

K= deltaS/S

Where S = initial stimulus value, dS = smallest change in stimulus value capable of being detected by the consumer (JND), k = constant proportionality

Question 16

managerial relevance

Answer 16

Implement changes in product value in most cost-effective manner

Question 17

context related factors

Answer 17

Used to resolve ambiguous stimuli

e.g. reference points

Question 18

Context related factors Gestalt laws: Innate laws of organization: law of proximity

Answer 18

objects that are close to each other appear to form groups

Question 19

Context related factors
Gestalt laws: Innate laws of organization:
Law of similarity

Answer 19

Objects that appear to be similar will be grouped together in the viewers mind

Question 20

Context related factors
Gestalt laws: Innate laws of organization:
law of cintinuance

Answer 20

Viewers tend to continue shapes beyond their ending points

Question 21

Context related factors
Gestalt laws: Innate laws of organization:
Law of closure

Answer 21

Objects that are incomplete force the viewer to “fill in the gaps”

Question 22

Consumer related factors: beliefs

Answer 22

Consumers theories about different product characteristics and attributes impacts their interpretation of products and behavior towards them

Question 23

Consumer related factors: motivation:

Answer 23

Consumers motivation impacts their perception

Question 24

Fluency theory:

Answer 24

Cognitive bias in which our liking of something is directly linked to how easily our brains find it to think about, process and understand it

We tend to prefer things that are simple to understand

Our brains misattribute ease of perceiving/processing/thinking with liking something more

–> Seemingly insignificant aspects of presentation can have surprising effects on shoppers perceptions and behavior

Question 25

Take home message:

Answer 25

For a marketing stimulus to have an impact, it must successfully pass through the perceptual tunnel: consumers must be exposed to it, allocate some attention to it, and comprehend it
Consumers need a basic level of attention to perceive a stimulus before they can use additional mental resources to process the stimulus on higher levels
Perceptual thresholds are important when investigating whether a change in a stimulus (e.g. package size or price) will be noticed by consumers
In many cases, marketing stimuli are more effective when they are easy to process (fluent)