Ch. 8 - Perception
stimulus factors individual factors situational factors
Attention is determined by what three factors?
expectation bias
Interpretations tend to be consistent with expectations, an effect referred to as the:
large stimuli
_______ are more likely to be noticed than smaller ones.
intensity
_______ of a stimulus can increase attention
voluntary exposure
a consumer who clicks on a banner ad or pop is voluntarily exposed to the target site and is an example of:
co-branding
an alliance where two brand are put together on a single product
brand extension
an existing brand extends to a new category with the same name
individual factor
are characteristics which distinguish one individual from another
stimulus factor
are physical characteristics of the stimulus itself
infomercials
are program-length commercials to which consumers voluntarily expose themselves
ambush marketing
draws on proximity be making it appear that a company is associated with an event when it's not
sensory receptors
eyes, ears, nose, mouth and skint are all examples of what?
toward the top left portion of the ad
high impact zones in the US tend to be:
situational factor
include stimuli in the environment other than the focal stimulus and temporary characteristics of the individual that are included by the environment
product involvement
indicates motivation or interest in a specific product category. It can be temporary or enduring
unpleasant stimuli
individual are repelled by:
pleasant stimuli
individuals are attracted to:
-individual characteristics -situational characteristics -stimulus characteristics
interpretation is determined by what three characteristics
ability to detect change and then assigning meaning
interpreting change requires both the:
product placement
involves incorporating brands into movies, television programs, and other entertainment venues in exchange for payment or promotional or other consideration. when to use a product and enhances its image [gaining exposure]
closure
involves presenting an incomplete stimulus with the goal of getting consumers to complete it and become more engaged and involved
figure-ground
involves presenting the stimulus in such a way that is perceived as the focal object to be attended to and all other stimuli are perceived as the background
zapping
involves switching channels when a commercial appears
motivation
is a drive state created by consumer interest and needs
incongruity
is an unexpected stimulus and increase attention
isolation
is separating a stimulus object from other objects.
interpretation
is the assignment of meaning to sensations. related to how we comprehend and make sense of incoming information
just noticeable difference
is the minimum amount that one brand can differ from another (or from its previous version) with the difference still being noticed
sensory discrimination
is the physiological ability of an individual to distinguish between similar stimuli
physical positioning
is the placement of an object in physical space or time
muting
is turning the sound off curing commercial breaks
proximity
means that stimuli positioned close together are perceived as belonging to the same category
permission-based marketing
occurs when a consumer "opts in" to receive e-mail based promotions
exposure
occurs when a stimulus is placed within a person's relevant environment and comes within range or our sensory receptor nerves
information overload
occurs when consumers are confronted with so much information they cannot or will not attend to all of it, resulting in suboptimal decisions
zipping
occurs when one fast-forwards through a commercial on a prerecorded program
attention
occurs when the stimulus activates one or more receptor nerves, and the resulting sensations go to the brain for processing
cognitive interpretation
process whereby stimuli are placed into existing categories of meaning
program involvement
refers to interest in the program or editorial content surrounding ads
stimulus organizations
refers to the physical arrangement of the stimulus objects
information quantity
represents the number of cues in the stimulus field.
exposure
sensory receptors -> sensory stimuli -> ???
sensory stimuli
sight, sound, smell, taste and touch are all examples of what?
adaptation level theory
suggests that if a stimulus doesn't change over time we habituate to it and being to notice less
quality signals
tend to operate more strongly when consumers lack the expertise, when involvement in the decisions is low and when other quality related information is lacking
interpretation
the assignment of meaning to senseations
low vs. high involvement
the attention/interpretation - nature of perception deals with this...
intrusiveness
the degree to which one is forced to see or interact with a banner ad or pop up in order to see the desired content
affective interpretation
the emotional or feeling response triggered by a stimulus such an ad
random vs. deliberate
the exposure - nature of perception deals with this...
repetition
the number of times an individual is exposed to a given stimulus, such as an ad or brand logo over time
memory
the short-term use of the meaning for immediate decision making or the longer-term retention of meaning
ad avoidance
this includes ways consumers selectively avoid exposure to advertising messages.
- naturalness - elaborateness - symmetry
three logo dimensions include:
attention
when a stimulus activates one or more sensory receptor nerves and the resulting sensations go to the brain processing