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Consumer Behavior > Lesson 10 Videos > Flashcards

Lesson 10 Videos Flashcards

1
Q

Exposure:

A

occurs when there is physical proximity to a stimulus that allows one or more of our five senses the opportunity to be activated.

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2
Q

Activation happens when

A

a stimulus meets or exceeds the lower threshold: the minimum amount of stimulus intensity necessary for sensation to occur.

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3
Q

Firms must bring their messages and products into sufficient ___ ___ for consumers to have the opportunity to notice them.

A

physical proximity

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4
Q

___ ___ have made changes to satisfy their clients’ need for flexibility to deliver different messages to different sections of the country.

Other tactics include…

A

Media giants

product placement and advertiser sponsoring.

Examples”
Austin Powers III: Taco Bell, Jaguar, Starbucks.
Top Gun: Tom Cruise wore Ray Ban Aviator, sales increased 40%.
Mission Impossible II: Cruise wore Oakleys, sales increased 80%.

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5
Q

Product Placement Examples (Hershey, Reese’s Pieces, and ET)

A

Hershey paid to have Reese’s Pieces in the movie. ET ate the candy and sales of Reeses Pieces shot up 65% in the weeks following the movie release as all the kids wanted what ET had.

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6
Q

6 Ways to Reach the Consumer

A 
Blogs
Business Websites
Instant Messaging
Search Engine Marketing
E-mail Marketing
Online Advertising
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7
Q

Business Websites:

A

the company’s online presence should facilitate its brick-and-mortar operations to attract new customers and satisfy its existing customer base.

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8
Q

Search Engine Marketing:

A

search engines lead consumers to company websites and provide a way to reach new customers.

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9
Q

Online Advertising:

A

advertising content delivered in different forms such as static, pop-up, or floaters.

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10
Q

E-mail Marketing:

A

although a relatively inexpensive way to deliver content, problems include “bounce back” and getting the recipient to open the e-mail.

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11
Q

___ e-mails are far more likely to be successful than spam.

A

Permission-based

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12
Q

Instant Messaging:

A

very popular among different consumer segments due to the interactive nature or messages.

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13
Q

Blogs:

A

the online journal community, traditionally free from corporate influence, is being infiltrated by companies.

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14
Q

SEO

A

Organic Search

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15
Q

SEM

A

Sponsored Search

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16
Q

Viral marketing:

A

a company creates something that is so compelling that consumer spontaneously passes it along to others they know.

Buzz for Hire ~ companies like ‘BzzAgent’ enlist consumers to spread information as a part of viral marketing. A 12-week campaign involving 1000 agents, runs about $95,000.

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17
Q

Mobile marketing:

A

transmission of text and multimedia content to cell phones and wireless communication devices are increasing in popularity.

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18
Q

Advergaming:

A

new medium for advertising in which “games containing product associations” are utilized on commercial websites.

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19
Q

Even though advertisers may get their message out, exposure may still not occur because consumers sometimes…

A

avoid exposure.

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20
Q

Selective Exposure

A

Occurs when people do something other than watch television during commercial breaks or fail to click onto banner ads on the Internet.

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21
Q

Selective exposure reduces the…

A

size of audience being reached.

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22
Q

Features of Overexposure

A

Habituation

Advertising wearout

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23
Q

Habituation:

A

when a stimulus becomes so familiar/ordinary that it loses its attention-getting ability.

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24
Q

Advertising wearout:

A

describes ads that lose their effectiveness because of overexposure.

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25
Q

One solution to wearout involves

A

varying advertisement execution.

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26
Q

Overexposure extends even beyond advertising and sometimes to…

A

the product.

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27
Q

Attention:

A

the amount of thinking focused in a particular direction.

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28
Q

Focus

A

(direction of attention)

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29
Q

intensity

A

(amount of attention)

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30
Q

Focus and intensity are key to…

A

understanding attention.

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31
Q

Before companies can expect to get consumers’ money, they must…

A

get their attention.

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32
Q

With attention, products get into consumers’…

A

‘consideration sets’.

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33
Q

consideration sets

A

the final alternatives considered during decision making

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34
Q

Mental capacity

A

the cognitive resource for attention.

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35
Q

Cognitive psychology focuses on…

A

understanding human beings’ mental capacity.

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36
Q

Mental capacity is comprised of:

A

Sensory memory
Short-term memory
Long-term memory

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37
Q

Sensory memory:

A

part of mental capacity used when initially analyzing a stimulus detected by one of our five senses

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38
Q

Short-term memory:

A

the stimulus is interpreted and contemplated using concepts stored in long-term memory (where thinking occurs).

39
Q

Long-term memory:

A

mental ware-house where knowledge is stored.

40
Q

Short-term memory is a ___ mental resource.

A

limited

41
Q

Span of attention measures…

A

how long short-term memory can be focused on a single stimulus.

42
Q

What overcomes consumers’ limited attention spans?

A

Short commercials

43
Q

Size of short-term memory is measured in terms of…

A

info chunks, a grouping of information that can be processed as a whole unit.

44
Q

Capacity varies from _ to _ chunks.

A

4 to 7

45
Q

Disclosing more product information may actually…

A

confuse consumers rather than help them.

46
Q

What are consumers bombarded with every day?

A

product information and advertisements

47
Q

Companies have the formidable task of breaking through the clutter to…

A

attract consumers’ attention

48
Q

People are attentive to stimuli perceived as…

A

relevant to their needs (eg: grocery shopping, opening emails, etc).

49
Q

Gaining consumers’ attention might require…

A

reminding them of their needs.

50
Q

Asking consumers for their permission to send them product-related materials is

A

much more effective.

51
Q

Stimuli in motion are more likely to attract…

A

consumers than stationary ones.

52
Q

Increase in sales using POP displays (over stores without displays):

A

Static displays Motion displays
Food Stores 18% 49%
Liquor stores 56% 107%

53
Q

POP displays may use ___ ___ and ads may use

___ ___.

A

moving parts, simulated motion.

54
Q

Grab consumer’s attention using isolation by…

A

placing only a few stimuli in an otherwise barren perceptual field.

55
Q

Larger ads and larger pictures within those ads tend to __ __ __ than smaller ones.

A

grab more attention

56
Q

Products have a greater chance of being noticed as the…

A

size or amount of shelf space allotted to them increases (especially impulse items).

57
Q

The attention-grabbing and holding power of an ad may be increased sharply with use of…

A

color.

58
Q

Color ads produced __ more sales than black & white ads.

A

42%

59
Q

Color Association of the US and Color Marketing

Group provides “color forecasting”.

A

fill

60
Q

Non-primary colors are more ___ than primary colors.

A

calming

61
Q

__ is the most calming of the primary colors, followed closely by a __ __.

A

Blue

lighter red

62
Q

Test takers score higher and weight lifters lift more in __ rooms.

A

blue

63
Q

__ text increases reading retention.

A

Blue

64
Q

__ evokes cheerfulness.

A

Yellow

65
Q

Houses with __ __ or __ __ sell faster.

A

yellow trim, flower gardens

66
Q

__ and __ encourage diners to eat quickly and leave.

A

Reds and oranges

67
Q

__ also makes food more appealing and influences people to eat more. (It is no coincidence that fast-food restaurants almost always use these colors.)

A

Red

68
Q

Children prefer __ __. (Notice that children’s toys and books often use these colors.)

A

primary colors

69
Q

__ __ and __ appeals to the wealthiest 3 percent of Americans and often raises the perceived price of an item.

A

Forest green and burgundy

70
Q

__ __ can convey power.

A

Red clothing

71
Q

__ __ is used in bars and casinos because it can cause people to lose track of time.

A

Red trim

72
Q

__ and __ are often associated with sexy and seductive

A

Red and black

73
Q

__ __ make people look thinner.

A

Black clothes

74
Q

The most visible color is __.

A

yellow

75
Q

The most legible of all color combinations are __ __ __ and __ __ __ followed by __ __ __.

A

black on yellow
green on white
red on white

76
Q

Colors also have a functional impact on…

This is important in choosing colors for signing, website pages, prints ads, and other marketing media

A

readability, eye-strain, ability to attract attention, ability to be seen at night, etc.

77
Q

__ __ __ __ __ are more likely to attract attention.

A

Loud sounds and bright colors

78
Q

__ of commercials is usually __ than the regular programming.

A

Volume, louder

79
Q

Products may gain more attention depending on…

A

where in the store they are located (end-of-aisle or eye-level is best… ”eye level is buy level”).

80
Q

More attention is given to ads appearing in…

A

the front part of magazines…also to right hand pages.

81
Q

__ __ __ of a page gets the most attention.

A

Upper-left corner

82
Q

Stimuli congruent with our expectations may receive…

A

less attention than those which deviate from what is expected.

83
Q

Ads and packaging may feature ___ elements to gain attention.

A

unusual

84
Q

Products, ads, and packaging may be altered to stand-out from others using…

A

color and other elements of design.

85
Q

Some stimuli attract attention because we have learned…

A

to react to them.

86
Q

Ringing phones & wailing sirens are sometimes included in…

A

the background of radio & TV commercials.

87
Q

We react to sounds, such as…

A

doorbells & crying babies, and words such as ‘free’ and ‘sale’.

88
Q

Grab consumer’s attention by finding a __ __ environment.

A

less-cluttered

This includes less-cluttered advertising mediums and consumer environments.

89
Q

The use of attention-getting stimuli carries some risks:

A

A stimulus might gain so much attention that the rest of the message is ignored.

A stimulus may interfere with information processing if it requires too many cognitive resources.

If consumers perceive the stimulus as manipulative, it can reduce advertising effectiveness.

90
Q

Aspirational Reference Group

A

Groups that consumers refer to at a subconscious level and they try to mirror their behavior to them

  • -behavior of reference group influences the consumer’s behavior directly or indirectly
  • -groups that we aspire to be like/emulate
91
Q

___ can attract attention in ads and on packaging.

A

Celebrities

92
Q

__ __, often scantily dressed, attract attention for a variety of products and brands.

A

Attractive people

93
Q

Stimuli that entertain and amuse us will…

A

draw our attention, even if they happen to come in the form of an ad. eg: advertainment, webisodes, etc.

94
Q

Theory of Conspicuous Consumption (Veblen Goods)

A

When people consume things conspicuously (which means they are consuming things in public), then consumers will consume products in a different way than they would at home bc there’s an element of showing off/wanting to be seen as a higher social status.

Consumer Behavior (15 decks)

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