slides that could be relevant 3

Question 1

The perception process

Answer 1

Exposure –> attention –> reception

Question 2

selective exposure

Answer 2

Consumers ultimately control their exposure to marketing stimuli

e.g. avoiding commercial breaks (TV), blocking ads (online), avoiding content (social media)

Question 3

preconscious attention

Answer 3

Automatic, effortless, uncontrollable, involuntary

Question 4

Focal attention

Answer 4

Conscious, controlled, requires cognitive effort, voluntary

selective, can be divided, limited
–> attention blindness

Question 5

increasing attention bottom up

Answer 5

Promoting involuntary attention by increasing salience and vividness of the message

Question 6

how to increase attention (through senses)

Answer 6

you can increase attention through the use of other senses (vision touch hearing taste or smell)

Question 7

law of proximity (gestalten laws)

Answer 7

Objects that are close to each other appear to form groups

Question 8

law of similarity (gestalten laws)

Answer 8

Objects that appear to be similar will be grouped together in the viewers mind

Question 9

law of Continuance (gestalten laws)

Answer 9

Viewers tend to continue shapes beyond their ending point

The eye is compelled to move from one object through another

Question 10

Law of clousre (gestalten laws)

Answer 10

Objects that are incomplete forece the viewer to fill in the gaps

Question 11

fluency theory

Answer 11

Cognitive bias in which our liking of something is directly linked to how easily our brains find it to think about, process and understand it

We tend to prefer things that are simple to understand

–> seemingly insignificant aspects of presentation can have surprising effects on shoppers perceptions and behavior

Question 12

fluency in marketing (songs)

Answer 12

Repetitive lyrics in a song increase processing fluency and drive market success

Question 13

Fluency in marketing (medication)

Answer 13

People take higher doses of medications when the name is fluent as compared to disfluent because fluency makes the medication appear safer and less harmful

Calotropisin

vs

Cytrigmcmium

Question 14

exposure

Answer 14

the process by which a consumer comes in contact with a marketing stimulus

Question 15

Marketing stimulur

Answer 15

Information about products and brands, communicated either by marketing or non-marketing sources

Question 16

preattentive processing

Answer 16

(information from peripheral vision)

Consumers can process information from peripheral vision; even if they are not aware of doing so. Result: increase brand familiarity

Question 17

Attention

Answer 17

the extent of mental activity a consumer devotes to a stimulus

Question 18

Characteristics of attention

Answer 18

Attention is limited
Attention is selective
Attention can be divided

Question 19

gestalten laws

Answer 19

Innate laws of organizations

Proximity
similarity
continuance
Closure

Question 20

averaging bias

Answer 20

only example:

People think only a double cheesburger is more calories than a double cheese and brocolli because brocolli is seen as healthy and averages out for the burger but its actually more calories (that of the broccli)