Chapter 8

How do marketers utilize attention?

By gaining consumer attention using the three factors

How does a knowledge of information processing assist the manager in the following? Formulating retail strategy

can get consumers to buy complimentary products, visit more of the store due to product placement, shelf position and amount of space, pleasant smells

What ethical concerns arise in applying knowledge of the perceptual process?

can manipulate consumers into views stimulus

How does a knowledge of information processing assist the manager in the following? Formulating media strategy

find target market to expose brand to effectively

What is a consumer inference? Why is this of interest to marketers?

goes beyond what is directly stated or presented consumers use data and personal ideas to draw a conclusion from the stimuli

What is meant by subliminal perception? Is it a real phenomenon? Is it effective?

hides key persuasive info within the ad by making it so weak that it is difficult for someone to physically detect

How does a knowledge of information processing assist the manager in the following? Developing brand names and logos

linguistic characteristics, brand extension, co-branding, typography, logo design

How should marketers deal with information overload?

marketers should use theconcept "less is more" when getting their idea across

What is figure-ground?

presenting the stimulus in such a way that is it perceived as the focal object to be attended to and all the other stimuli are perceived as the background

What impact does program involvement have on the attention paid to commercials embedded in the program?

program involvement - refers to interest in the program or editorial content surrounding the ads impact - positive influence on attention

How can rhetorical figures enhance attention?

rhetorical figures - involve the use of an unexpected twist or artful deviation in how a message is communicated, either visually in the ads picture or verbally in the ads text gives the consumer a twist and makes them want to pay attention to the ad - increase feelings and perception of brand

What stimulus factors can be used to attract attention? What problems can arise when stimulus factors are used to attract attention?

size, intensity, attractive visuals, color and movement, position (placement of an object), isolation seperating a stimulus object from others), format (manner which the image is presented), contrast and expectation, interestingness, information quantity

What is meant by non-focused attention?

stimuli that may be attended to without deliberate or conscious focusing of attention

What is a just noticeable difference (j.n.d)?

the minimum amount that one brand can differ from another (or from its previous version) with the difference still being noticed

What is sensory discrimination?

the physiological ability of an individual to distinguish between similar stimuli

How does a knowledge of information processing assist the manager in the following? Designing advertisements

utilize stimuli characteristics, tie the message to a topic target market is interested in

What is information overload?

when consumers are confronted with so much information that they cannot or will not attend to all of it.

What is a cross-promotion retail strategy?

when signage in one part of a store promotes complementary in another

How do marketers utilize this knowledge?

Consumers are selective in the way they shop and in their media choices Marketers direct media and ads with the idea of self-elected exposure in mind, they place ads in unique places and promote product placement in the entertainment industry

What determines which stimuli an individual will be exposed to?

Exposure is self-elected we choose what we want to be exposed to, and avoid what we don't.—people seek information they think will help them achieve their goals

What is meant by exposure?

Exposure occurs when a stimulus is placed within a person's relevant environment and comes within range of their sensory receptor nerves, This is when a stimulus comes within range of one or more of the five senses and provides an opportunity for attention

What is adaptation level theory?

If a stimulus doesn't change, over time we adapt or habituate to it & begin to notice it less

What are infomercials? How effective are they?

Infomercials are program length commercials with toll free numbers/ and or web address through which to order or request additional information—these positively affect brand attitudes and purchase intentions—more likely to be viewed by early adopters and opinion leaders—WOM

What is information processing? How does it differ from perception?

Is a series of activities by which stimuli are perceived, transformed into information, and stored.—Thinking or remembering. Perception is exposure, attention, and interpretation which are the first 3 steps in information processing. A process that begins with consumer exposure and attention to marketing stimuli and ends with consumer interpretation. Perception is a portion of the information process.

What is ad avoidance?

Mechanical ways consumers selectively avoid exposure to watching ads

What is meant by attention?

Occurs when the stimulus activates 1 or more sensory receptor nerves & the resulting sensations go to the brain for processing

What is meant by interpretation?

The assignment of meaning to sensations, how we comprehend and make sense of incoming information based on characteristics of the stimulus, the individual, and the situation

How are marketers dealing with the phenomenon of ad avoidance?

They have been using pop-up's and play ad's in movie theatres, Marketers are trying to use product placement in what the consumer is actually watching and not commercials, they have also developed unique ways to place ads like on cabs/cars, buildings and video game advertising

What is the difference between cognitive and affective interpretation?

a) Cognitive is a process whereby stimuli are placed into existing categories of meaning b) Affective is the emotional or feeling response triggered by a stimulus such as an ad.

What is the difference between semantic and psychological meaning?

a) Semantic is the conventional meaning assigned to the word, such as a dictionary definition b) Psychological is the specific meaning assigned to a word by a given individual or group of individuals based on experience, expectations, and the context in which the term is used

What determines which stimuli an individual will attend to?

a) Stimulus —Physical characteristics of the stimuli itself b) The individual —Characteristics that distinguish one individual from another c) The situation —Include stimuli in the environment other than the focal stimulus and temporary characteristics of the individual that are induced by the environmen

What are zipping, zapping, and muting? Why are they a concern to marketers?

a) Zipping is fast forwarding through a commercial on a pre-recorded program. b) Zapping involves switching channels when a commercial appears c) Muting occurs when turning off the sound of a commercial --> They are a concern for marketers because is it a mechanical way for consumers to selectively avoid exposure to advertising messages

What is meant by hemispheric lateralization?

activities that take place on each side of the brain * Left: verbal info, symbolic representation, sequential analysis & conscious report of what's happening * Right: pictorial, geometric, timeless & nonverbal info w/o the individ. being able to verbally report it

What is co-branding?

an alliance in which two brands are put together on a single product

What is ambush marketing?

any communication or activity that implies, or from which one could reasonably infer, that an organization is associated with an event, when in fact it is not.

How does a knowledge of information processing assist the manager in the following? Package design and labels

attract attention and display information

What is a smart banner?

banner ads that are activated based on terms used in search engines