Levture 4

Question 1

A model of information processing

Answer 1

Exposure (the stimuli) > perception (sensations) > comprehension (information) > outcomes and attitudes (inferences)

Question 2

Exposure

Answer 2

Exposure is the process by which a consumer comes in contact with a marketing stimulus.

Question 3

Marketing stimulus

Answer 3

Marketing stimulus is the information about products and brands, communicated either by the marketer or non marketing sources

Question 4

Selective exposure

Answer 4

Selective exposure is consumers ultimately control their exposure to marketing stimuli eg avoiding breaks, blocking ads, avoiding content

This generates the need to actively create exposure to marketing stimuli

Question 5

Attention

Answer 5

Attention is devoting mental resources to stimuli. Attention is the extent of mental activity a consumer devotes a stimulus

Question 6

Exposure

Answer 6

Exposure is encountering a stimulus > attention: mental activity devoted to the stimulus

Characteristics: attention is limited / selective / can be divided (focal vs non attention)

Question 7

Pre attentive processing

Answer 7

Pre attentive processing is information from peripheral vision; even if they are not aware of doing so. Result: increases brand familiarity

Question 8

Marketing implications

Answer 8

Attracting attention 
Personal relevant ( eg targeting)
Pleasant ( eg using models) 
Surprising (eg novel packaging) 
Easy to process (eg prominence)

Question 9

Problem: habituation

Answer 9

Habituation is where a stimulus loses its attention getting abilities as it’s gets more familiar

Question 10

Perception

Answer 10

Perception is the process of determining the properties of stimuli using one or multiple the five senses; vision, hearing, taste, smell and touch

Vision = size and shape of product packages
Touch = product haptic 
Hearing = jingles, product sounds
Taste = specific product tastes 
Small = product or store scent

Question 11

Sensory marketing

Answer 11

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

Multi Sensorial perception is key eg music in store, scent engineering of stores

Question 12

Considering the thresholds

Answer 12

A certain amount of attention is necessary for information or be perceived via the senses. Thus to be perceived something must be sufficiently intense

Absolut threshold: the minimal level of stimulus intensity needed to detect a stimulus. That is the amount of intensity needed for a person to detect the difference between something and nothing

Differential threshold: the increase in stimulus intensity needed for two stimuli to be perceived as different ( just noticeable differences)

Question 13

Weber’s law

Answer 13

Weber’s law is 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 = triangle s / s

Where s = initial stimulus value
Triangle s = smallest change in stimulus value capable of being detected by the consumer

K = constant proportionality

Managerial relevance = should an increase noted by the consumer or not?( product size reduction vs increase)

Question 14

Comprehension

Answer 14

Comprehension is the process of extracting higher order meaning from what consumers have perceived in the context of what they already know. 2 important factors source identification and message comprehension

Question 15

2 important factors of comprehension

Answer 15

Source identification = determining what the stimulus is

Message comprehension = making sense of the message ( objective vs subjective comprehension)

Question 16

Role of culture

Answer 16

Low context culture = seperate words and meanings of communication from the context in which the message appears I.e what is said > context

High context cultures = more emphasis on the implied meaning and non verbal communication I.e context > what is said

Question 17

Inferences

Answer 17

Inferences are conclusions that consumers draw or interpretation they form based on the message the receive

Inferences are for example based on brand names and brand logos, price, retail, atmosphere

Important: role of knowledge and memory

Question 18

Key takeaways lec 4

Answer 18

For a making stimulus to have an impact; consumers must be exposed to it, allocate some attention to it and perceive 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 (ie comprehension)

Perceptual thresholds are important when investigating whether a change in a stimulus (eg packing size or price) will be noticed by the consumer

Managerial relevance: sensory marketing has gained increasing importance to drive purchase decisions, particularly for the design of retail store s