Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

Consumer Behavior > Session 5: Exposure Attention > Flashcards

Session 5: Exposure Attention Flashcards

1
Q

What is necessary to reach consumers?

A
  1. Exposure is contact
  2. Attention is focus
  3. Perception is comprehension
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

The New York Time

A

Advertising Clutter

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

Elevator

A

Advertising Clutter

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

Why TV Advertising Means not the Age of the Smartphone

A

TV viewers’ mobile app usage peaks during breaks

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

Super Bowl 2017

A
  1. Skittles Romance
  2. Budweiser Born the Hard Way
  3. Audi Daughter
  4. Hyundia Better Superbowl
  5. Mr. Clean
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

Pepsi

A

Super Bowl 2017 - Brand Integration Half time show with Lady Gaga

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

Product placements for the travel and hospitality category

A
  1. Paris Las Vegas
  2. MGM Grand
  3. New York New York in TV shows and movies (e.g., Fox’s So You Think You Can Dance, CSI)
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

Marriott

A

Product Placement: Marriott Premiers its first film “two bellman”

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

Target

A

The effects of repeated exposure: Mere exposure effect

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

Energizer Bunny

A

Avoids boredom (negative habituation) b/c the bunny travels everywhere

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

Attention

A

Process by which an individual allocates part of his or her cognitive resources (mental activity) to a stimulus

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

Properties of Attention

A
  1. Limited: we can only do so much at once.

2. Selective: we decide what to focus on, not everything gets our attention.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

Awareness

A

Were you able to spot the moonwalking bear?

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

Can we process any information from a roadside billboard in our peripheral vision if we are focused on the traffic on the road ahead of ?

A

Even though it is limited, consumers have some capacity to process information at a preattentive level.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

How are stimulus processed in peripheral vision?

A

When a stimulus is in peripheral vision (i.e., it is not being focused on), it is processed by the opposite hemisphere

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

Information presented in the left visual field is therefore processed by the ____ hemisphere

A

Right

17
Q

Information presented in the right visual field is therefore processed by the ____ hemisphere.

A

Left

18
Q

People will mostly likely preattentively process stimuli such as brand names or ad claims if they are placed to the _______ of a magazine article.

A

Right

19
Q

What are the two types of attention?

A
  1. Voluntary

2. Involuntary

20
Q

Voluntary

A
  1. Paying attention to something selective
  2. More likely if consumer intends to purchase something
  3. High involvement
21
Q

Involuntary

A

Something grabs our attention, departs from expectation, is novel

22
Q

How to promote voluntary attention?

A
  1. Connect with consumers’ needs, values, emotions, or goals (increasing perceptual vigilance)
  2. Identify with characters and situation
  3. Rhetorical questions
23
Q

Clorets

A

Voluntary attention –> Identify characters and situation

24
Q

Obama and sleep

A

Personal relevance

25
Q

Geico

A

Rhetorical Questions

26
Q

Promote Involuntary Attention

A
  1. Make it move
  2. Make it change fast
  3. Make it bigger
  4. Make it more intense
  5. Surprise them
27
Q

Absolut Attraction

A

Make it Move: Quasi-Motion

28
Q

Hyundia & Dog with tongue wrapped around his head

A

Surprise them: Unexpected Images

29
Q

Chupa Chups

A

Surprise them: Unexpected Images

30
Q

Volkswagen Beetle

A

Surprise them: Unexpected Images

31
Q

Involuntary w/ Gestalt Psychology

A
  1. Incomplete stimulus (the closure principle)

2. Figure-ground principle

32
Q

Incomplete stimulus (the closure principle)

A
  1. Zeigarnik effect: a psychological tension is motivating until the intended task is fully executed.
  2. Need for closure: tend to fill in the blanks/ perceive an incomplete picture as complete
33
Q

Geek Squad

A

Incomplete stimulus - Piece of shit

34
Q

Figure-ground principle

A

Mac, Gnome, Norway

35
Q

How to Grab Consumer’s Attention?

Promote Involuntary Attention Part 3

A
  1. Put in the right spot
  2. Create a less cluttered environment
  3. Use vivid imagery
  4. Use sex appeal
  5. Make it funny
36
Q

BMW

A

Create a less cluttered environment: Isolation

37
Q

Nivea

A

Use vivid imagery

38
Q

Phillips Toothpaste

A

Use vivid imagery

39
Q

Yellowtail

A

Concrete and Vivid Imagery

Consumer Behavior (16 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions