Consumer Behavior Chapter 8

Stimulus Characteristics

1. Size 2. Intensity 3. Attractive Visuals 4. Color and Movement 5. Position 6. Isolation 7. Format 8. Contrast and Expectations 9. Interestingness 10.Information Quantity

Attention is determined by three factors:

1. Stimulus Factors 2. Individual Factors 3. Situational Factors

ambush marketing

A marketing technique in which advertisers work to connect their product with a particular event in the minds of potential customers, without having to pay sponsorship expenses for the event.

perceptual relativity

A relative process rather than absolute

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.

Individual Factors

Are characteristics which distinguish one individual from another

Situational Factors

Include stimuli in the environment other than the focal stimulus and temporary characteristics of the individual that are induced by the environment

Country of Origin (COO)

Nation where a product is produced or branded ; does this influence purchase?

price-perceived quality

The inference that higher-priced brands possess higher quality than do lower-priced brands (i.e., "You get what you pay for.")

learning and knowledge

The meanings attached to such "natural" things as time, space, relationships, and colors are learned and vary widely across cultures.

expectations

_____________ tend to be consistent with interpretations

motivation

a drive state - a need or interest

metaphor

a figure of speech in which a word or phrase is applied to an object or action to which it is not literally applicable.

pun

a joke exploiting the different possible meanings of a word or the fact that there are words that sound alike but have different meanings.

subliminal stimulus

a message presented so fast or so softly or so masked by other messages that one is not aware of seeing or hearing it

hemispheric lateralization

a term applied to activities that take place on each side of the brain

Permission-based marketing

ads that consumers choose to receive

affective interpretation

an emotional response triggered by a stimulus such as an ad for wearing safety belts that depicts a rather ugly accident in which the driver was not wearing a safety belt

smart banner

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

left side of the brain

concerned primarily with those activities typically called rational thought and the ability to be conscious and report what is happening

right side of the brain

deals with pictorial, geometric, timeless, and nonverbal info without the individual being able to verbally report it

ability

do people have the ability to decode messages being sent in ads

inference

goes beyond what is directly stated or presented

proximity

how close objects or ideas are to one another

brand familiarity

how well customers recognize and accept a company's brand

affect intensity

individual differences in the strength with which individuals experience their emotions

rhetorical figures

involve the use of an unexpected twist or artful deviation in how a message is communicated either visually in the ad's picture or verbally in the ad's text or headline

Infomercials

long, often 30 minutes or more, commercials that frequently have an 800 number and/or web address through which to order or request additional information

Exposure

occurs when a stimulus comes within the range of one of an individuals primary sensory receptors

Ad Avoidance

occurs when the consumer selectively avoids expose to advertising messages (ex- zipping, zapping, and muting)

Attention

occurs when the stimulus activates one or more of the sensory receptors and the resulting sensations go into the brain for processing

Adaptation Level Theory

over time we adjust to (and no longer pay attention to) the level and type of stimulus to which we are consistently exposed.

subliminal perception

perception below the conscious-awareness level

Stimulus Factors

physical characteristics of the stimulus itself

traits

physiological (ex taste) and psychological traits drive our needs and desires; these traits influence how a stimulus is interpreted

Product Placement

placing product in TV shows, movies etc. where it is prominent for the viewer to see. They then associate the product with the show/movie and makes you want the product.

cross promotion

placing signage in one area of the store to promote complementary products in another area

closure

presenting an incomplete stimulus with the goal of getting consumers to complete it and thus become more engaged and involved

figure-ground

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

warranties

promises companies make after purchase

advertising intensity

quality signal; consumers tend to infer that more heavily advertised brands are higher quality

subliminal lateralization

refers to the fact that different parts of our brain are better suited for focused vs non-focused attention

Zapping

switching channels when a commercial appears

sensory discrimination

the ability of an individual to distinguish between similar stimuli

Interpretation

the assignment of meaning to stimuli that have attended to. Tends to be relative rather than absolute and subjective rather than objective.

contextual cues

the background color on a web page or the nature of the programming surrounding a brands ad, play a role int he consumers interpretation independent of the actual stimulus

semantic meaning

the conventional meaning assigned to a work as it is found in the dictionary

clutter

the density of stimuli in the environment

format

the manner in which a message is presented

psychological meaning

the meaning assigned to a word based on experiences and the context or situation in which the word or other symbol is used

just noticeable difference (JND)

the minimum that one brand can differ from another with the difference still being noticed

program involvement

the more involved in the ad - the more attention people pay

stimulus organization

the physical arrangement of the stimulus objects ; relates to the to the perceptual principles of proximity, closure, and figure ground.

cognitive interpretation

the process whereby stimuli are placed into existing categories of meaning

Perception

those activities by which an individual acquires and assigns meaning to stimuli

individual characteristics

traits, learning and knowledge, expectations

Muting

turning the sound off during a commercial

non-focused attention

when a person takes in information without deliberate effort. Low-involvement scanning of the environment. (right-brain)

Zipping

when a viewer fast forwards through a commercial on a prerecorded program

Selective Exposure

when consumers actively avoid certain marketing stimuli

information overload

when there is too much information available to be dealt with effectively

Co-branding

when two established brand names of different companies are used on the same product