Consumer Behavior - Chapter 3
Product placement
Arranging for a product to be shown in a movie, TV show, or digital game.
Marketing Stimuli
Information about offerings communicated either by the marketer (such as ads) or by nonmarketing sources (such as word of mouth).
Zipping
Fast forwarding through commercials on program recorded earlier.
Stimulus intensity of smell
It can be measured by concentration of the stimulus in a substance or in the air.
Stimulus intensity of colors
It can be measured by properties like lightness, saturation, and hue.
Stimulus intensity of sounds
It can be measured in decibels and frequencies.
Stimulus intensity of touch
It can be measured in terms of pounds or ounces of pressure.
Concreteness
It is defined as the extent to which a stimulus is capable of being imagined.
Miscomprehension
It occurs when consumers in accurately construe the meaning contained in a message.
U.S. Federal Trade Commission (FTC)
It requires that advertorials and infomercials be clearly labeled but the disclosure generally attracts less attention than the rest message.
Using attractive models, using music, using humor
Make stimuli pleasant using:
Using novelty, using unexpectedness, using a puzzle
Make stimuli surprising using:
High-context cultures
Much of a message's meaning is implied indirectly and communicated non-verbally rather than stated explicitly through words.
Prominent stimuli, concrete stimuli, amount of competing stimuli, and contrast with competing stimuli
Four Characteristics Make Stimuli Easy to Process
Make stimuli personally relevant, make stimuli pleasant, make stimuli surprising, and make stimuli easy to process
Steps to Attract Consumer's Attention
Concrete stimuli
Stimuli are easy to process if they are concrete rather than abstract.
Subliminal Perception
The activation of sensory receptors by stimuli presented below the perceptual threshold.
Absolute Threshold
The amount of intensity needed for a person to detect a difference between something & nothing.
Stimulus intensity of taste
The bitterness of bees is measured in IBUs (International Bitterness Units).
Inferences
The conclusions that consumers draw or interpretations that they form based on the message.
Perceptual Fluency
The ease with w/c information is processed.
Zipping and zapping
Two types of Selective Exposure
Zapping
Use of remote to switch channels during commercial breaks.
Focal attention
What happens when we focus on a stimulus.
Subjective Comprehension
What the consumer understands from the message, regardless of whether, this understanding is accurate.
Image location on package
Where product images are located on a package can influence consumer's perceptions and preferences.
Color
A crucial factor in visual perception.
Infomercial
A long-form commercial sponsored by a marketer.
Advertorial
Advertising that takes the form of editorial content.
Attention is limited, attention is selective, and attention can be divided
Characteristics of Attention
Low-context cultures
Consumers are generally separate the words and meanings of a communication from the context in w/c the message appears.
Size and shape
Consumers perceive that packages in eye-catching shapes contain more of a product.
Nonfocal attention
Simultaneously being exposed to other stimuli.
Prominent Stimuli
Stand out relative to the environment because of their intensity.
Objective Comprehension
The extent to w/c the consumers accurately understand the message a sender intended to communicate.
Differential Threshold/Just Noticeable Difference (j.n.d.)
The intensity difference needed between two stimuli before they are perceived to be different.
Prominence
The intensity of stimuli that causes them to stand out relative environment.
Absolute Threshold
The minimal level of stimulus intensity needed to detect a stimulus.
Preattentive Processing
The non-conscious processing of stimuli in peripheral vision.
Closure
The principle that individuals have a need to organize perceptions so that they form a meaning whole.
Figure and ground
The principle that people interpret stimuli in the context of a background.
Perceptual organization
The process by w/c stimuli are organized into meaningful units.
Habituation
The process by which a stimulus loses its attention-getting abilities by virtues of its familiarity.
Exposure
The process by which the consumer comes in physical contact with a stimulus.
Perception
The process of determining the properties of stimuli using vision, hearing, taste, smell, and touch.
Source Identification
The process of determining what the perceived stimulus actually is.
Comprehension
The process of extracting higher-order meaning from what we have perceived in the context of what we already know.
Sensory Marketing
The process of systematically managing consumer's perceptions and experiences of marketing stimuli.
Lettering
The size and style of the lettering on a product or in an ad can attract attention and support.
Weber's Law
The stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different.
Grouping
The tendency to group stimuli to form a unified picture or impression.
Bias for the whole
The tendency to perceive more value in a whole than in the combined parts that make up a whole.