Sensory Marketing Flashcards
Reason>emotion
Buying decision are concious and rational
Emotions are disturbing
Emotions >reason
Buying decisions are mainly unconscious 70-80%
Emotions are determinative
Limbic system
Emotional centre of the brain
Perception hearing
Intensity determines perception: loud music or voices stark noises
Sound influences behavior
Sonic identity
Using sounds such as music or voices to support a brands image = consumers come to associate those sounds with the product or brand (classical conditioning)
Sound symbolism
Consumers infer product attributes from the brands sounds
Perception taste
Food and beverage marketers must stress taste perceptions in their marketing stimuli
Tasting or sampling a product is the instore marketing tactic that most influences consumer purchasing (even though sound alone displays are noticed the most by shoppers)
Consumer tastes are monitored through taste tests
Perception smell
Scent marketing agencies develop scents matching a brands image and creating the perfect shopping experience
Perception touch
Touch in print media
Human touch
Warm hands = warm heart
When do we perceive stimuli
Our sensory processing is simplified by the fact that many stimuli do not enter conscious awareness
To perceive something it must be sufficiently intense
Above thresholds
Minimum level of stimulus intensity needed for a stimulus to be perceived
Differential thresholds
Intensity difference needed between two stimuli before people can perceive that the stimuli are different
Webers law
The stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different.
Subliminal perception
Subliminal stimuli are presented so quickly or are so degraded that the very act of consciously perceiving them is not possible
Figure and ground
People interpret incoming stimuli in comtrast to a background
Closure
If a stimulus is incomplete, our need for closure will lead us to see it as complete
Continuity
Elements that are arranged on a line curve are perceived to be more related to elements not on the line or curve
Grouping
We often group stimuli, to form a unified pictore or impression making it easier to process
Proximity
Similarity
Bias for the whole
Consumers perceive more value in the whole of something than in two or more parts that equivalent to the whole
Comprehension
Process of extracting higher order meaning from what we have perceived in the context of what we see
Objective comprehension
Whether the meaning that consumers extract from a message actually stated
Subjective comprehension
The different or additional meaning consumers attach to the message, whether or not these meanings were intended
Marketing mix elements such as price and advertising have a power influence on what think a message is saying
Miscomprehension
Occurs when consumers inccurately construe the meaning contained in the message
Miscomprehension is affected by
Lack of motivation, ability or opportunity
Improving objective comprehension
Keep the message simple
Repeat the message
Present the message in different forms
Subjective
Comprehension is influenced by the interaction between the message and what the consumer already knows
inferences
Conclusions that consumers draw or interpretations that they form based on the message
Examples of inferences
Brand names and symbols
Product features and packaging
Country of origin
Price
Retail atmospheres, displays and distribution
Advertising and selling
Learning
Permanent change in behavior that gradually emerges on the basis of experience
Classical conditioning
Poulou
Linking logos, products, services with pleasant stimuli
Operent conditioning
thorndike
Learning process based on trial and error
Reward reinforces desired behavior
Repitition is needed for the learning to occur
Carey et al demonstrates the effect for a jewellery
Intermittent reinforcement
Conditioning also occurs when reward is not presented continuously ( creating stranger effect)
Shaping
Achieve desired behaviour by rewarding subparts of the behavior
Observational learning
Observing and modelling another individuals behaviour, attitudes or emotional expressions
Chameleon effect
Chartand and bargh
Refers to the tendency to adopt the postures, gestures and mannerisms of interaction partners
This type of mimicry occurs outside of conscious awareness and without any intent to mimic or imitate
Factors influencing copying behavior
Similarity between consumer and model
Physical attraction towards model
Perceived successfulness of model
Credibility of model
Vicarious reinforcement
Model being rewarded
The mere exposure effect
Zajonc was the first to demonstrate this effect
Experiment with turkish non sense words
The more familiar, the more positiveky evaluated
Both in the mere exposure effect and the classical conditioning a repeated contact with a stimulus drives the desired behaviour. How then do both principles of learning differ?
Consumer memory
Persistence of learning over time, via the storage and retrieval of information, either consciously of unconsciously
Retrieval
Process of remembering or accessing what was previously stored in memory
Sensory memory
Information comes through the senses for a very short moment into the sensory store. If a person does nor pay further attention to the information, it disappears again within seconds.
Short term memory
When we pay attention to information, it comes into our working memory, short term memory. This is the memory where most of our information processing takes place. It is limited in capacity and short lived in time
Long term memory
Part of the memory where information is permanently stored for later use. Two major types of long term memory, episodic or autobiographical and semantic memory
Commercials rarely contain a lot of information
Short term memory is limited
Involvement is low
Establishing positive associations with brand
Power of imagery
Improve the amount of information that can be processed
Stimulate future choice since we often imagine what consuming the product or service will be like
Cognitive function in attitude
Knowledge and perception acquired through experiences resolving in perception
Affective function in attitude
Emotions and feelings
Conative function in attitude
The likelihood of a specific action or behavior
Foundation of attitudes 2 approaches
Attutudes are based on cognitive processing
Attitudes are based on emotions, affective processing
The role of effort in attitude formation and change
When motivation, ability and opportunity (mao) is high, consumers are more likely to devote a lot of effort toward and and invest considerable personal involvement in forming or changing attitudes and making decisions
When mao is low, low effort and low involvement
Cognitive response
The thoughts we have when we are exposed to communication
3 categories of cognitive resources
Counter arguments
Support arguments
Source derogations
How can marketing communications affect consumers cognitively based attitudes when processing effort is high
Source credibility
Strong arguments
Two sided messages containing both positive and negative information
Comparative messages
When affective involvement with an object or decision is high
Consumers can experience fairly strong emotional reactions to a stimulus, these feelings may influence attitudes
How are effictively based attitudes influenced
Attractive source
Emotional appeals in the message
Fear appeals in the message
Low effort attitude formation:
Attitudes may be based on few simple and not very strong beliefs, because consumers have not processed the message deeply
Markets may be more successful in changing these belief attitude formations by
Simple references based on simple associations
Using simple rules of thumb to make judgements
Truth effect
Cognitive attitudes are influenced by
Communication source: credible
The message
Creating desired inferences
Many message arguments
Simple messages
Involving messages (self reflecting)
Message and context or repitition
Low effort attitude formation, affective foundations of attitude
Mere exposure effect: we tend to prefer familiar object to unfamiliar ones
Classical conditioning: unconditioned response is psychological e.g emotion
Attitude toward the ad: sometimes consumers like an ad so much that they transer their positive feelings from the ad to the brand
Mood: influence affective attitudes
Affective attitudes are influenced by
—Communication source
Attractive source
Likeable source
Celebrity source
—Message
Pleasant pictures
Music
Humour
Sexual suggestiveness and nudity
Emotional content
