Lecture Unit 5: Consumer perception (2/2)

Question 1

What are the 3 aspects of interpretation?

Answer 1

1. It is generally a relative process rather than absolute – perceptual relativity
2. It tends to be subjective and open to a host of psychological biases
3. It can be a cognitive “thinking” process or an affective “emotional” process

Question 2

What is “cognitive thinking process“ (interpretation)?

Answer 2

= is a process whereby stimuli are placed into existing categories of meaning (e.g. to pigeonhole somebody)

Question 3

What is affective thinking process (interpretation)?

Answer 3

is the emotional or feeling response triggered by a stimulus such as an ad

Question 4

What are the 3 characteristice that determine interpretation?

Answer 4

• Individual
• situational
• stimulus

Question 5

What is individual characteristics? (3 characteristics that determine interpretation)

Answer 5

Individual characteristics: traits, learning and knowledge, expectations

Question 6

What is situational characteristics? (3 characteristics that determine interpretation)

Answer 6

Situational characteristics:
- the situation provides a context within which the focal stimulus is interpreted
- contextual cues present in the situation play a role in consumer interpretation independent of the actual stimulus

Question 7

What is stimulus characteristics? (3 characteristics that determine interpretation)

Answer 7

Stimulus characteristics: traits, organization (proximity, closure, figure-ground), changes

Question 8

Individual characteristics: What are traits?

Answer 8

• Physiological and psychological traits drive our needs and desires
• These traits influence how a stimulus is interpreted

Question 9

Individual characteristics: Traits: What are physiological and psychological traits?

Answer 9

Physiological: consumers differ in their sensitivity to stimuli e.g. taste

Psychological: consumers have natural cognitive, emotional and behavioral predispositions, e.g. affect intensity

Question 10

Individual characteristics: What is meant with “learning and knowledge”?

Answer 10

• meanings attached to such natural” things as time, space, relationships, colours are learned and vary widely across cultures
• Consumers also learn about marketer-created stimuli like brands and promotions through their experiences with them

Question 11

What is the relationship between expectations and interpretation?

Answer 11

• Interpretations tend to be consistent with expectations, an effect referred to as the expectation bias
• Consumers often evaluate the performance of a well-known brand as higher than that of an identical product with an unknown brand name

Question 12

Why are brands important in the context of interpretation?

Answer 12

= brands create expectations and can thus bias perceptions

Question 13

What are consumer inferences?

Answer 13

An inference goes beyond what is directly stated or presented

• quality signals
• interpreting images

Question 14

What are quality signals?

Answer 14

• Price-perceived quality
• Advertising intensity
• Warranties
• Country of origin
• Brand effects

Question 15

What is important about retail strategy?

Answer 15

• Store interiors are designed with frequently purchased items separated to expand the time of exposure
• Other important aspects of retail environment: shelf space and position, scent

Question 16

Media strategy: What is the relationship between involvement and media exposure/strategy? (high/low involvement)

Answer 16

High involvement:
- ads should be placed in media outlets with content relevant to the product

Low involvement:
- products should be placed in media outlets that are frequented by the target market

Question 17

Media strategy: What are target markets?

Answer 17

= have different media preferences which can be used to select media outlets

Question 18

What are the 2 taks of advertisements?

Answer 18

• capture attention
• convey meaning

Question 19

What is important about package desing and labeling?

Answer 19

• Bright colors, tall packages, and unusual shapes
• can attract attention, convey meaning, and influence consumption

Question 20

What is the impact of consumer involvement and media strategy

Answer 20

consumer involvement can drive media exposure and strategy

Question 21

Perception and marketing strategy:

What are linguistic considerations? And branding strategies?

Answer 21

linguistic considerations: semantic meaning, phone es(sound)

Branding strategies: brand extension, co- branding

Question 22

What is information processing?

Answer 22

Information Processing is a series of activities by which stimuli are perceived, transformed into information, and stored

Question 23

What are the 4 steps of a information processing model? What constitutes perception?

Answer 23

Exposure > Attention > Interpretation > Memory

The first three constitute perception

Question 24

What do marketers use the knowledge about perception for?

Answer 24

Knowledge about perception is used by marketer to enhance strategies in a number of areas including retailing, branding, advertising, and packaging