Test 3: Perception Flashcards
What is information processing?
A series of activities by which stimuli are perceived, transformed into information and stored
What is perception?
The process that start with the consumer exposure(1) and attention(2) to stimuli and ends with consumer interpretation(3).
NB:
- Reality and consumer perceptions of that reality are often quite different.
- Perception is the process by which people select, organize, and interpret these sensations.
What is the study of perception?
The study of perception focuses on what we add to the raw stimuli or sensations in order to give them meaning or manke sense of them.
What are the 4 stages of information processing?
A series of activities by which stimuli are perceived, transformed into information and stored.
- Exposure
- Attention
- Interpretation
- Memory
This altogether constitutes perception
Are consumers passive recipients of the marketing message?
Individuals are not passive recipients of marketing messages.
NB:
- Consumers determine the messages they will encounter and notice as well as the meaning they will assign them.
- The fact that all aspects of the perception process are extremely selective is referred to as perceptual defenses.
What forms Perception?
- Exposure
- Attention
- Interpretation
What is exposure?
Exposure is when stimulus is placed in a persons environment and comes within the range of their sensory receptor nerves
NB: Most of the stimuli people are exposed to is “self-selected”
Name the 2 types of exposure?
- Selective exposure
2. Voluntary exposure
What is selective exposure?
The highly selective nature of consumer exposure is a major concern for marketers, since failure to gain exposure results in lost communication and sales opportunities. (Consumers has become more selective to exposure and is now purposely trying to avoid exposure)
NB: Technology has enabled consumers to increase selective exposure.
What is voluntary exposure?
Although consumers often avoid commercials and other marketing stimuli, sometimes they actively seek them out for various reasons including purchase goals, entertainment, and information. (More effective since the consumer actually choose to get exposed)
What strategies can marketers use in helping with ad avoidance in a DVR world?
Ad compression Still-frame ads Hybrid ads Interactive ads Dynamic ad placement
What are the terms Zipping, Zapping, and Muting?
Zipping – occurs when one fast-forwards through a commercial
Zapping – involves switching channels when a commercial appears
Muting – is turning the sound off during commercial breaks
All mechanical ways to avoid exposure or enforce ad avoidance
Define attention
Occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing.
NB: Attention generally decreases across repeated exposures, and repetition often increases recall.
What 3 factors determine attention? (Explain the factors)
- Stimulus Factors
- Are physical characteristics of the stimulus itself - Individual Factors
- Are characteristics which distinguish one individual from another
- Ability – the capacity of individuals to attend to and process information - Situational Factors
- Include stimuli in the environment other than the focal stimulus and temporary characteristics of the individual that are induced by the environment
What are some of the stimulus factors that help with attention? (Name at least 3)
- Size (Larger stimuli is more likely to get noticed)
- Intensity (Loudness, Brightness, lenght –> Longer ad increases the chance of keeping or getting the consumers attention)
- Attractive Visuals (More attracted to beautiful than ugly)
- Color and Movement (A brightly colored package or display is more likely to received attention.)
- Position (In retail stores, items that are easy to find or stand out are more likely to attract attention, such as end-caps and kiosks.)
- Isolation (Is separating a stimulus object from other objects eg. VW Logo on white screen)
- Format (Refers to the manner in which the message is presented –> Straight forward receives more attention than complex formats)
- Contrast and Expectations (Consumers pay more attention to stimuli that contrast with their background.)
- Interestingness (Very individual)
- Information Quantity (The number of cues used in ads about the product itself.)
What are some of the individual factors that work on attention? (Name the 2 factors)
- Motivation
* The drive created by consumer interest and needs. - Ability
* Refers to the capacity of individuals to attend to and process information
What are some of the situational factors that work on attention? (Name the 2 factors)
- Clutter
2. Program Involvement
How does the use of clutter play into attention situational factors?
Cutter = Represents the density of stimuli in the environment
Usually occurs when there is an all-out effort to achieve environmental prominence
Too many point-of-purchase displays decreases the attention consumers pay to a given display.
What is program involvement?
Program involvement refers to interest in the program or editorial content surrounding the ads.
Define situational factors
Includes stimuli in the environment other than the focal stimulus and temporary characteristics of the individual that are induced by the environment.
What is nonfocused attention ?
Stimuli may be attended to without deliberate or conscious focusing factors.
Describe the “Hemispheric Lateralization” (Left side vs. right side of the brain)
The left side* of the brain controls activities related to rational thought. (Needs rest frequently)
The right side of the brain deals with images and impressions.
What is subliminal stimuli?
A message presented so fast, softly or masked by other messages that one is not aware of seeing or hearing.
What is Interpretation?
The assignment of meaning to sensations
NB:
- How we comprehend and make sense of incoming information based on characteristics of the stimulus, the individual, and the situation
- Can be a cognitive (thinking) process or an affective (emotional) process
What is cognitive and affective interpretation?
Cognitive Interpretation
- A process whereby stimuli are placed into existing categories of meaning
Affective Interpretation
- The emotional of feeling response triggered by a stimulus such as an advertisement
- Consumers show higher emotional reactions to emotional advertisements
What are the 3 characteristics of interpretation?
- Individual Characteristics (Trait, Psychological and Physiological)
- Situational Characteristics (
- Stimulus Characteristics
What is expectation bias?
Interpretations tend to be consistent with expectations, an effect referred to as the expectation bias.
