Lecture Unit 5: Consumer perception (1/2)

Question 1

What is perception?

Answer 1

= is the process by which physical sensations are selected, organized, and interpreted

Question 2

What are the 5 primary senses through which we gather sensory information?

Answer 2

• Vision
• Sound
• Taste
• Smell
• Touch

Question 3

What are the steps in information processing in consumers?

Answer 3

Exposure (Random vs. deliberately) -> Attention(Low vs. high involvement)-> Intepretation (Low vs. high involvement) -> Memory (short vs. long-term memory)

Question 4

When does exposureoccur?

Answer 4

• occurs when a stimulus is placed within a person’s relevant environment
• and comes within range of their sensory receptor nerves

Question 5

What does exposure do to people?

Answer 5

• provides consumers with the opportunity to pay attention to available information
• people can only be exposed to a small fraction of available stimuli

Question 6

What does selective exposure in advertising stand for?

Answer 6

Selective exposure in the advertising area is termed ad
avoidance

Question 7

Why is the highly selective nate of consumer exposre a major concern for makreters?

Answer 7

• bc failure to gain exposure results in lost communication and sales opportunities

Question 8

1.

What is important about the example of TV ads in context of selective exposure?

Answer 8

• Zipping– fast forwarding through commercials on a prerecorded program
• Zapping – switching channels when a commercial appears
• Muting – turning the sound off during commercial breaks

Question 9

What is voluntary exposure? and what are the reasons for it?

Answer 9

• consumers often avoid commercials and other marketing stimuli
• sometimes they actively seek them out for various reasons, including purchase goals, entertainment and information

Question 10

What are the two types of exposure in online advertising?

Answer 10

exposure to online advertising can be voluntary and involuntary

Question 11

What is permission-based marketiing?

Answer 11

= Consumers choose to receive mail-based promotions from certains firms

Question 12

When does “attention” occur?

Answer 12

• occurs when the stimulus activates one or more of the sensory receptors
• and the resulting sensations go into the brain for processing

Question 13

What are the different factors that effect the attention

Answer 13

• Stimulus factors: physical characteristics of the stimulus itself
• Individual factors: characteristics which distinguish one individual from another
• Situational factors: stimuli in the environment other than the focal stimulus and temporary characteristics of the individual that are induced by the environment

Question 14

What are different stiimulus factors? (Attention]

Answer 14

• Intensity
• Attractive visuals
• Isolation
• Interestingness
• Color and Movement
• Format
• Position
• Information quantity
• Contrast and expectations
• Size

Question 15

Stimulus factors:
What do Color and Movement” do in the attention proccess?

Answer 15

• Color and movement attract attention
• a brightly colored package or display is more likely to receive attention
• Are also important in ads

Question 16

Stimulus factors:

What is “Position” in the attention proccess?

Answer 16

Position is the placement of an object in physical space or time

Question 17

What are important implications regarding the position of physical stores and print ads?

Answer 17

Physical stores

• items that are easy to find or stand out, are more likely to attract attention (e.g. end-caps and kiosks=)

Print ads:

• High impact zones in print ads, tend to be toward the top left portion of the ad

Question 18

Stimulus factors:
What is important about “contrastt and expectations”?

Answer 18

• Consumers pay more attention to stimuli that contrast with their background
• Expectations drive perceptions of contrast
• Ads that differ from expectations for a product category often motivate more attention

Question 19

Stimulus factors: Contrast and expectations
What is “adaption level theory”?

Answer 19

Adaptation level theory

• suggests that if a stimulus doesn’t change over time
• we habituate to it and begin to notice it less

Question 20

Individual factors:
What are “motivation” and “ability”`?

Answer 20

Motivation

• Drive state by cosumer interests and needs
• Product involvement indicates motivation or interest in a specific product category

Question 21

Individual factors: What are “motivation” and “ability”`?

Answer 21

Ability:

• Refers to the capacity of individuals to attend to and process information
• Ability is related to knowledge and familiarity with the product, brand, or promotion.

Question 22

Situational factors: What are “Clutter” and “Program involvement”`?

Answer 22

Clutter:

• Represents the density of stimuli in the environment
• Cluttering the environment with too many point-of-purchase displays decreases the attention consumers pay to a given display

Question 23

Situational factors: What are “Clutter” and “Program involvement”`?

Answer 23

Program involvement:

• Refers to the how interested viewers are in the program
• Program involvement has a positive effect on attention (see graph on the next slide)

Question 24

What is the effect of high program involvement on attention?

Answer 24

High involvement increasses the effect on

• recalll readiing ad
• rating ad as believable
• rated ad as effective
• bought advertised product

Question 25

When does non-focused attention occur

Answer 25

occurs when a person takes in information without deliberate effort:
- hemispheric lateralization and
- subliminal stimuli

Question 26

What is Hemispheric Lateralization ?
What does the left and ride side of the brain do?

Answer 26

Hemispheric Lateralization refers to activities that take place on each side of the brain

• left: controls activities related to rational though
• Right: deals with images and impressions

Question 27

What is a subliminal stimuli?

Answer 27

= is a message presented so quickly, softly, or masked by other messages that the receiver is not consciously aware of seeing or hearing it

Question 28

What does subliminal ad do?

Answer 28

• hides key persuasive information within the ad by making it so weak
• that it is difficult or impossible for someone to physically detect

Question 29

Attention:

What are the features of individual and situational factors of attention ?

Answer 29

Individual:

• Motivation
• Ability

Situational

• Clutter
• Program Involvement