Psychological Flashcards
Exposure
Process by which the consumer comes into physical contact with a stimulus
Marketing stimuli
Messages and information about products or brand communicated either by the marketer or by non marketing sources
Factors influencing exposure
Media choice
Position of an ad within medium can affect exposure
Product distribution and shelf placement affect exposure
Selective exposure
Ultimately consumers control whether exposure occurs or not, they can actively seek certain stimuli and avoid others
Reasons
We are exposed to so many stimuli that we cannot possibly process them all
Results
Consumers avoid ads for products they dont use or ads they have seen before
Attention definition
Process by which we devote our mental activity to a stimulus
Attention
A certain amount of attention is necessary for information to be perceived, for it to activate our senses.
After consumers perceive information, they may pay more attention to it or continue with the high order processing activities
The relationship between attention and perception
Marketeers need to understand the characteristics of attention and find ways to enhance attention to marketing stimuli
Characteristics of attention
Limited
Selective
Divided
Limited
We can attend to multiple things only if processing them is relatively automatic, well practiced and effortless
Selective
We decide which items e want to focus on at any time
Divided
we can allocate attention flexibly to meet the demand of things in our environment
Focal and non focal attention
Can we give our attention to something in our peripheral vision even if we are already focusing on something else
Preattentive processing
We are not aware that we are obsorbing and processing information about that object
Some research suggest preattentive processed stimuli affect
Our liking
Our decision to buy or use
Possible explanation
Preattentive processing makes a brand name familiar and we tend to like things that are familiar
Marketing implications in terms of attention
Marketers try to attract consumers attention by making yhe stimulus personally relevant, pleasant, surprising and easy to process
Personal relevance
Appeal to your self concept, needs, values and goals
Asking theoretical questions, “are you well insured”
Using ministories
Pleasant
Attractive models, basic positive feelings or sexual attraction
Music or humor
Surprising
Using novelty
Unexpectedness or puzzle
Easy to process
Prominent stimuli
Concrete stimuli
Contrasting stimuli
Amount of competing information
Habituation
When a stimulus becomes familiar it can loose its attention, getting ability
Marketers try to avoid this
Perception
Process of determining the properties of stimuli using one or more of our five senses
