Psychological

Question 1

Exposure

Answer 1

Process by which the consumer comes into physical contact with a stimulus

Question 2

Marketing stimuli

Answer 2

Messages and information about products or brand communicated either by the marketer or by non marketing sources

Question 3

Factors influencing exposure

Answer 3

Media choice
Position of an ad within medium can affect exposure
Product distribution and shelf placement affect exposure

Question 4

Selective exposure

Answer 4

Ultimately consumers control whether exposure occurs or not, they can actively seek certain stimuli and avoid others

Question 5

Reasons

Answer 5

We are exposed to so many stimuli that we cannot possibly process them all

Question 6

Results

Answer 6

Consumers avoid ads for products they dont use or ads they have seen before

Question 7

Attention definition

Answer 7

Process by which we devote our mental activity to a stimulus

Question 8

Attention

Answer 8

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

Question 9

The relationship between attention and perception

Answer 9

Marketeers need to understand the characteristics of attention and find ways to enhance attention to marketing stimuli

Question 10

Characteristics of attention

Answer 10

Limited
Selective
Divided

Question 11

Limited

Answer 11

We can attend to multiple things only if processing them is relatively automatic, well practiced and effortless

Question 12

Selective

Answer 12

We decide which items e want to focus on at any time

Question 13

Divided

Answer 13

we can allocate attention flexibly to meet the demand of things in our environment

Question 14

Focal and non focal attention

Answer 14

Can we give our attention to something in our peripheral vision even if we are already focusing on something else

Question 15

Preattentive processing

Answer 15

We are not aware that we are obsorbing and processing information about that object

Question 16

Some research suggest preattentive processed stimuli affect

Answer 16

Our liking
Our decision to buy or use

Question 17

Possible explanation

Answer 17

Preattentive processing makes a brand name familiar and we tend to like things that are familiar

Question 18

Marketing implications in terms of attention

Answer 18

Marketers try to attract consumers attention by making yhe stimulus personally relevant, pleasant, surprising and easy to process

Question 19

Personal relevance

Answer 19

Appeal to your self concept, needs, values and goals
Asking theoretical questions, “are you well insured”
Using ministories

Question 20

Pleasant

Answer 20

Attractive models, basic positive feelings or sexual attraction
Music or humor

Question 21

Surprising

Answer 21

Using novelty
Unexpectedness or puzzle

Question 22

Easy to process

Answer 22

Prominent stimuli
Concrete stimuli
Contrasting stimuli
Amount of competing information

Question 23

Habituation

Answer 23

When a stimulus becomes familiar it can loose its attention, getting ability
Marketers try to avoid this

Question 24

Perception

Answer 24

Process of determining the properties of stimuli using one or more of our five senses