Sensory Marketing

Question 1

Reason>emotion

Answer 1

Buying decision are concious and rational
Emotions are disturbing

Question 2

Emotions >reason

Answer 2

Buying decisions are mainly unconscious 70-80%
Emotions are determinative

Question 3

Limbic system

Answer 3

Emotional centre of the brain

Question 4

Perception hearing

Answer 4

Intensity determines perception: loud music or voices stark noises
Sound influences behavior

Question 5

Sonic identity

Answer 5

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)

Question 6

Sound symbolism

Answer 6

Consumers infer product attributes from the brands sounds

Question 7

Perception taste

Answer 7

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

Question 8

Perception smell

Answer 8

Scent marketing agencies develop scents matching a brands image and creating the perfect shopping experience

Question 9

Perception touch

Answer 9

Touch in print media
Human touch
Warm hands = warm heart

Question 10

When do we perceive stimuli

Answer 10

Our sensory processing is simplified by the fact that many stimuli do not enter conscious awareness
To perceive something it must be sufficiently intense

Question 11

Above thresholds

Answer 11

Minimum level of stimulus intensity needed for a stimulus to be perceived

Question 12

Differential thresholds

Answer 12

Intensity difference needed between two stimuli before people can perceive that the stimuli are different

Question 13

Webers law

Answer 13

The stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different.

Question 14

Subliminal perception

Answer 14

Subliminal stimuli are presented so quickly or are so degraded that the very act of consciously perceiving them is not possible

Question 15

Figure and ground

Answer 15

People interpret incoming stimuli in comtrast to a background

Question 16

Closure

Answer 16

If a stimulus is incomplete, our need for closure will lead us to see it as complete

Question 17

Continuity

Answer 17

Elements that are arranged on a line curve are perceived to be more related to elements not on the line or curve

Question 18

Grouping

Answer 18

We often group stimuli, to form a unified pictore or impression making it easier to process
Proximity
Similarity

Question 19

Bias for the whole

Answer 19

Consumers perceive more value in the whole of something than in two or more parts that equivalent to the whole

Question 20

Comprehension

Answer 20

Process of extracting higher order meaning from what we have perceived in the context of what we see

Question 21

Objective comprehension

Answer 21

Whether the meaning that consumers extract from a message actually stated

Question 22

Subjective comprehension

Answer 22

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

Question 23

Miscomprehension

Answer 23

Occurs when consumers inccurately construe the meaning contained in the message

Question 24

Miscomprehension is affected by

Answer 24

Lack of motivation, ability or opportunity

Question 25

Improving objective comprehension

Answer 25

Keep the message simple
Repeat the message
Present the message in different forms

Question 26

Subjective

Answer 26

Comprehension is influenced by the interaction between the message and what the consumer already knows

Question 27

inferences

Answer 27

Conclusions that consumers draw or interpretations that they form based on the message

Question 28

Examples of inferences

Answer 28

Brand names and symbols
Product features and packaging
Country of origin
Price
Retail atmospheres, displays and distribution
Advertising and selling

Question 29

Learning

Answer 29

Permanent change in behavior that gradually emerges on the basis of experience

Question 30

Classical conditioning

Answer 30

Poulou
Linking logos, products, services with pleasant stimuli

Question 31

Operent conditioning

Answer 31

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

Question 32

Intermittent reinforcement

Answer 32

Conditioning also occurs when reward is not presented continuously ( creating stranger effect)

Question 33

Shaping

Answer 33

Achieve desired behaviour by rewarding subparts of the behavior

Question 34

Observational learning

Answer 34

Observing and modelling another individuals behaviour, attitudes or emotional expressions

Question 35

Chameleon effect

Answer 35

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

Question 36

Factors influencing copying behavior

Answer 36

Similarity between consumer and model
Physical attraction towards model
Perceived successfulness of model
Credibility of model

Question 37

Vicarious reinforcement

Answer 37

Model being rewarded

Question 38

The mere exposure effect

Answer 38

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?

Question 39

Consumer memory

Answer 39

Persistence of learning over time, via the storage and retrieval of information, either consciously of unconsciously

Question 40

Retrieval

Answer 40

Process of remembering or accessing what was previously stored in memory

Question 41

Sensory memory

Answer 41

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.

Question 42

Short term memory

Answer 42

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

Question 43

Long term memory

Answer 43

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

Question 44

Commercials rarely contain a lot of information

Answer 44

Short term memory is limited
Involvement is low
Establishing positive associations with brand

Question 45

Power of imagery

Answer 45

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

Question 46

Cognitive function in attitude

Answer 46

Knowledge and perception acquired through experiences resolving in perception

Question 47

Affective function in attitude

Answer 47

Emotions and feelings

Question 48

Conative function in attitude

Answer 48

The likelihood of a specific action or behavior

Question 49

Foundation of attitudes 2 approaches

Answer 49

Attutudes are based on cognitive processing
Attitudes are based on emotions, affective processing

Question 50

The role of effort in attitude formation and change

Answer 50

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

Question 51

Cognitive response

Answer 51

The thoughts we have when we are exposed to communication

Question 52

3 categories of cognitive resources

Answer 52

Counter arguments
Support arguments
Source derogations

Question 53

How can marketing communications affect consumers cognitively based attitudes when processing effort is high

Answer 53

Source credibility
Strong arguments
Two sided messages containing both positive and negative information
Comparative messages

Question 54

When affective involvement with an object or decision is high

Answer 54

Consumers can experience fairly strong emotional reactions to a stimulus, these feelings may influence attitudes

Question 55

How are effictively based attitudes influenced

Answer 55

Attractive source
Emotional appeals in the message
Fear appeals in the message

Question 56

Low effort attitude formation:

Answer 56

Attitudes may be based on few simple and not very strong beliefs, because consumers have not processed the message deeply

Question 57

Markets may be more successful in changing these belief attitude formations by

Answer 57

Simple references based on simple associations
Using simple rules of thumb to make judgements
Truth effect

Question 58

Cognitive attitudes are influenced by

Answer 58

Communication source: credible
The message
Creating desired inferences
Many message arguments
Simple messages
Involving messages (self reflecting)
Message and context or repitition

Question 59

Low effort attitude formation, affective foundations of attitude

Answer 59

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

Question 60

Affective attitudes are influenced by

Answer 60

—Communication source
Attractive source
Likeable source
Celebrity source
—Message
Pleasant pictures
Music
Humour
Sexual suggestiveness and nudity
Emotional content