Consumer Behavior/Exam 2/Chapter 8

Nonfocused Attention

-Hemispheric lateralization -Subliminal Stimuli

What are three aspects of the interpretation process that are important to consider?

-It is subjective and open to psychological bias. -It is a relative process, rather than absolute. -It can be a cognitive process or an affective process.

contrast and expectations as a stimulus factor

-consumers pay more attention to stimuli that contrast with their background -expectations drive perceptions of contrast. ads that differ from expectations for a product category often motivate more attention

Quality Signals (when do these work?)

-price perceived quality--you get what you paid for -advertising intensity--more you see, higher quality -warranties--what do you think is better? long/short

Consumer Inferences

-quality signals -interpreting images -missing information and ethical concerns

What two elements are shown to increase an individual's level of interest in a television advertisement?

-the possibility of a surprise ending to the ad -the use of a plot

interpretation is determined by 3 characteristics

1) individual 2) situational 3) stimulus

stimulus characteristics

1) traits: -specific traits of the stimulus, such as size and shape, affect interpretation 2) organization -proximity, closure, figure-ground 3)changes -sensory discrimination & JND

Three aspects of interpretation

1. It is generally a relative process rather than absolute, referred to as perceptual relativity. 2. It tends to be subjective and open to a host of psychological biases. 3. It can be a cognitive "thinking" process or an affective "emotional" process.

Attention is determined by three factors:

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

In the study cited in the text, it was noted that _____ of DVR users watched certain ads because they found them interesting while skipping those that were not of interest.

90%

subliminal stimuli

A message presented so fast, softly or masked by other messages that one is not aware of seeing or hearing -"hides" key persuasive info within the ad by making it so weak that it is difficult or impossible for someone to physically detect it

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

When the receptor nerves are activated and pass the sensations on to the brain for processing, __________ has occurred. a)cognition b)attention c)interpretation d)exposure e)None of these choices are correct.

Attention Attention requires consumers to allocate limited mental resources toward the processing of incoming stimuli.

True or false: Based on the just noticeable difference, the higher the level of an attribute, the least the attribute must be changed before that change is noticed.

False

True or false: In general, a complex presentation receives more attention than a simple, straightforward presentation because it provides more information to the consumer.

False

T/F Co-branding is when an existing brand extends to a new category with the same name.

False Co-branding is an alliance in which two brands are put together on a single product.

T/F Interpretation occurs when a stimulus is placed within a person's relevant environment and comes within range of their receptor nerves.

False Exposure occurs when a stimulus is placed within a person's relevant environment and comes within range of their receptor nerves.

T/F Attention generally increases across repeated exposures, and repetition often increases recall.

False Attention generally decreases across repeated exposures, and repetition often increases recall.

situational factors

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

Program-length television commercials with a web address and/or a toll-free number through which a person can order or request additional information are known as

Infomercials

_____ is a series of activities by which stimuli are perceived, transformed into information, and stored.

Information processing

In which of the following situations, consumers are not drawing inferences about product quality based on a nonquality cue? a) Jensen won't buy yoga pants at the big box store again. She thinks the pants she buys online are just as good even though they cost a little more. b)Salena keeps seeing ads for the new running shoes. With so many ads, she thinks they must be good and buys a pair. c)Darren will only buy the well-known paint brand to paint his house even though he can buy a store brand for less. d) Conrad buys the refrigerator with the 10-year warranty. He thinks those with shorter warranties must be cheaply made.

Jensen won't buy yoga pants at the big box store again. She thinks the pants she buys online are just as good even though they cost a little more.

What can a marketer include in a radio ad that demonstrates using isolation to attract attention?

Moment of silence

Which individual factor of attention is created by consumer interests and needs?

Motivation

What are three methods consumers use to control their exposure to television ads?

Muting Zipping Zapping

The grocery store put all the low-sodium soups on the middle shelf which would put them directly in the shoppers' line of sight. Which stimulus factor is the grocery store considering as it tries to call attention to these soups?

Position

right side of brain

Processing geometric, pictorial, timeless, nonverbal information, and other kinds of images and impressions

Examples of stimulus factors

Size Intensity Attractive Visuals Color and Movement Position Isolation Format Contrast and Expectations Interestingness Information Quantity

left side of brain

Symbolic representation, sequential analysis, verbal information, the ability to be conscious, and other forms of rational thought

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.

country of origin effect

The positive or negative perception of firms and products from a certain country.

T/F Product involvement indicates motivation or an interest in a specific product category, and it can be temporary or enduring.

True

T/F Clutter refers to the density of stimuli in the environment.

True In-store research suggests that cluttering the environment with too many point-of-purchase displays decreases the attention consumers pay to a given display.

What are three examples of quality signals that can create inference?

Warranties Price Advertising

Missing information and ethical concerns

When data about an attribute are missing, consumers may assign it a value based on a presumed relationship between that attribute and one which data are available

cognitive interpretation

a process whereby stimuli are placed into existing categories of meaning

__________ holds that over time consumers adjust to and quit noticing repeated stimuli. a) subliminal stimulation. b) hemispheric lateralization. c) adaptation level theory. d) information overload. e) None of these choices are correct.

adaptation level theory An ad that we initially notice when it's new may lose its ability to capture our attention as we become familiar with it.

There are many boxes of toothpaste on store shelves. When a consumer notices one box in particular and picks it up to read about it, that consumer is in the _____ stage of perception.

attention

How can marketers increase the attention paid to an advertisement when program involvement is low?

by improving the ad quality

situational factors of attention

clutter and program involvement

2 types of interpretation

cognitive & affective

Perception involves the information processing stages of a)converting feelings into thoughts. b)exposure, attention, and interpretation. c)relating external and internal influences. d)converting stimuli into effect. e)None of these choices are correct.

exposure, attention, and interpretation Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer interpretation.

The Nature of Perception

exposure, attention, interpretation, memory

A term that is applied to activities that take place on each side of a person's brain is

hemispheric lateralization.

sensory discrimination

how good are we at telling the difference between stimuli

A series of activities by which stimuli are perceived, transformed into information, and stored is known as a) the adoption process. b) classical conditioning. c)operant conditioning. d) information processing. e) none are Correct

information processing

expectations (individual characteristics)

interpretations tend to be consistent with expectations, an effect referred to as the expectation bias -consumers often evaluate the performance of a well-known brand as higher than that of an identical product with an unknown brand name

individual factors of attention

motivation and ability

The first three stages of the information process, which are attention, interpretation, and exposure, constitute

perception

stimulus factors

physical characteristics of the stimulus itself

traits (individual characteristics)

physiological and psychological traits drive our needs and desires. these traits influence how a stimulus is interpreted -physiologically-consumers differ in their sensitivity to stimuli (taste) -psychologically- consumers have natural, cognitive, emotional, and behavioral predispositions (affect intensity)

Position as a stimulus factor

placement of an object in physical space or time. in retail stores, items that are easy to find or stand out are more likely to attract attention

Marketers worry about their product promotions becoming familiar to consumers because the

promotions will no longer contrast a consumer's expectations and attract attention.

In most individuals, the left brain appears to control a)rational thought and verbal material. b)emotions and rational thought. c)verbal material. d)rational thought. e)emotions.

rational thought and verbal material

hemispheric lateralization

refers to activities that take place on each side of the brain -left side controls activities related to rational thought -right side deals with images and impressions

program involvement

refers to interest in the program or editorial content surrounding the ads has a positive influence on attention

An artful deviation or unexpected twist in the way a message is communicated either visually in an advertisement's image or verbally in an advertisement's headline or text is called a

rhetorical figure

Rhymes, puns, and metaphors used in an advertisement are examples of

rhetorical figures.

Types of exposure

selective and voluntary

With so many face creams on the market, Skin-Joy Inc. pays a fee to all of its retailers just to gain store shelf space. This fee is called a(n)

slotting allowance

advertisements

specific messages designed to persuade an audience

The physical characteristics associated with a television advertisement, such as loud music and colorful images, are types of

stimulus factors.

adaptation level theory

suggests that if a stimulus doesn't change, over time we adapt or habituate to it and begin to notice it less

interpretation

the assignment of meaning to sensations

affective interpretation

the emotional or feeling response triggered by a stimulus such as an ad

interpreting images & words

the meaning of images/words changes across cultures so advertisers should be careful when moving to a new market

learning and knowledge (individual characteristics)

the meanings attached to such "natural" things as time, space, relationships, and colors are learned and vary widely across cultures -consumers also learn about marketer-created stimuli like brands and promotions through their experience with them

Situational Characteristics

the situation provides a context within which the focal stimulus is interpreted -the contextual cues present in the situation play a role in consumer interpretation independent of the actual stimulus

individual characteristics (interpretation)

traits, learning and knowledge, expectations

rhetorical figures

unexpected twist or artful deviation in how a message is communicated visually or verbally

A marketer is more likely to increase the consumers' feelings of arousal and excitement with an advertisement that

uses warm and bright colors.