consumer cognition

moore (1992)

(subliminal messaging) hard to work out if people noticed - may claim a guess but their guess could be higher than chance levels

bornstien 1989

(subliminal messaging) no potential utility to these practices - on par with copper bracelets curing arthritis

left field/right field processing

LH - processes right visual sphere, and is better at words and logical stimuli RH - processes left visual sphere and is better at emotional stimuli and imagery correct sides make easier processing, wrong sides = harder, more engagement, defy expectations and stay with us

mandler et al 1987

MEE = 'familiarity interpreted as preference'

media dynamics inc (2014)

avg number of ads exposed to per day = 362 have awareness of 86 only 12 make an impression (remember them)

allison and uhl 1964

brand name makes product taste better - same items with no label = worse

5 memory strategies in marketing

chunking recirculation retrieval recall recognition

feighery (2003)

cigarette marketing and product placement - 90% only 4m away from the till - only area everyone in the shop must pass - 81% of cigarette expenditure on placement deals in stores - those trying to quit will be faced with them while queuing - likely to give in

heuristics - gaining attention (9)

colour size volume movement position conditioned response personalization participation novelty

2 routes of processing

elaboration likelihood model (ELM) heuristic systematic model (HSM)

eisend and schmidt 2015

inverted u curve of exposure, max attitude reached at 10 exposures - then gradually decreases - can lead to tedium and habituation/dislike for brand

grimes and stafford 2012

mere exposure effect - 'having already encountered something inclines us to prefer it in the future'

remington 1980

movement in visual periphery involuntarily triggers both eye saccade and attention shift

pascal 2002

nostalgia in advertising - idealised/'rose tinted' view of past - boom in nostalgia in 90s- ageing baby boomers - capitalise on cultural anxiety at end of millenium (fin de siecle effect)

alpert 1990

pleasant/familiar music may lead to pos mood - pos brand association

belizzi and hite (1992)

red and blue lighting in shops - red - more delay - blue - spent more, greater intention to shop, bought more expensive products

singh (2006)

red and yellow incr appetite - why most fast food chains are these shades

smith 1797

rule of thirds - intersections attract gaze

peck and shu 2009

some like to touch clothes before buying - why there was initial dislike of online shopping - returns add to trust

sutherland 2007

subliminal messaging (stimuli presented under perceptual threshold) McDonalds accused of showing their logo for 1/15 of a second in TV shows

rudolph 1947

suggested that attention increases as the square root of the message size increases - double size doesnt = double attention