slides that could be relevant 3 Flashcards
The perception process
Exposure –> attention –> reception
selective exposure
Consumers ultimately control their exposure to marketing stimuli
e.g. avoiding commercial breaks (TV), blocking ads (online), avoiding content (social media)
preconscious attention
Automatic, effortless, uncontrollable, involuntary
Focal attention
Conscious, controlled, requires cognitive effort, voluntary
selective, can be divided, limited
–> attention blindness
increasing attention bottom up
Promoting involuntary attention by increasing salience and vividness of the message
how to increase attention (through senses)
you can increase attention through the use of other senses (vision touch hearing taste or smell)
law of proximity (gestalten laws)
Objects that are close to each other appear to form groups
law of similarity (gestalten laws)
Objects that appear to be similar will be grouped together in the viewers mind
law of Continuance (gestalten laws)
Viewers tend to continue shapes beyond their ending point
The eye is compelled to move from one object through another
Law of clousre (gestalten laws)
Objects that are incomplete forece the viewer to fill in the gaps
fluency theory
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
fluency in marketing (songs)
Repetitive lyrics in a song increase processing fluency and drive market success
Fluency in marketing (medication)
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
exposure
the process by which a consumer comes in contact with a marketing stimulus
Marketing stimulur
Information about products and brands, communicated either by marketing or non-marketing sources
preattentive processing
(information from peripheral vision)
Consumers can process information from peripheral vision; even if they are not aware of doing so. Result: increase brand familiarity
Attention
the extent of mental activity a consumer devotes to a stimulus
Characteristics of attention
Attention is limited
Attention is selective
Attention can be divided
gestalten laws
Innate laws of organizations
Proximity
similarity
continuance
Closure
averaging bias
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)
