Consumer Behavior Chapter 4
Ambush Marketing
consists of placing ads in places where consumers do not expect to see them and cannot readily avoid them
SERVQUAL scale
measures the "gaps" between customers' expectations of the services that they had purchased and their perceptions of the services that they had actually received INCLUDES: outcomes: focus on whether or not the services purchased were delivered reliably processes: how the core services were delivered
differential threshold/just noticeable difference(JND)
minimal difference that can be detected between two similar stimuli
perceived risk varies
narrow categorizers: limit their choices to a few alternatives than chance a poor selection (high risk perceivers) broad categorizers: they tend to make their choices from a much wider range of alternatives (low risk perceivers)
selective exposure
occurs when consumers tune into messages that they find pleasant or with which they are sympathetic, and they actively avoid painful or threatening ones
as sensory input decreases
our ability to detect change increases
Gestalt
pattern or configuration
Reason for stereotyping
people stereotype because it makes the processing of sensory input quicker and easier for them
triggers of stereotyping
physical appearance, descriptive terms, first impressions and halo effect
product qualtiy: intrinsic cues
physical characteristics of the product itself, such as size, color, flavor, or aroma
sensory adaption is a
problem to national advertisers people get used to their ads and will no longer se them
percieved quality
product quality service quality price/ qualtiy relationship store image and percieved quality manufacturers image and perceived quality
institutional advertising
promotion that is designed to promote a company's overall image without overtly referring to specific products
consumer imagery
refers to consumers' perceptions of all the components of products, services, and brands, and how consumers evaluate the quality of marketers' offerings
grouping
refers to people's instinctive tendency to group stimuli together so that they become a unified picture or impression
figure and ground
refers to the interrelationship between the stimulus itself(figure) and the environment or context within which it appears(ground)
halo effect
refers to the overall evaluation of an object that is based on the evaluation of just one or a few dimensions
three aspects of perception
selection, organization, interpretation of stimuli
Weber's Law
states that the stronger the initial stimulus the greater the additional intensity needed for the second stimulus to be perceived as different
perceptual defense
takes place when consumers subconsciously screen out stimuli that they find psychologically threatening, even though exposure has already taken place
product placement
takes place when the advertised product is deliberately integrated into a tv show or film in one of the following ways 1. the product is used by the cast 2. product is integrated into the plot 3. the product is associated with a character
perceived price
the customer's view of the value that he or she receives from the purchase
sensation
the immediate and direct response of the sensory organs to stimuli
absolute threshold
the lowest level at which an individual can experience a sensation -the point where someone can detect the difference between something and nothing
perception
the process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world -the result of two different kinds of inputs that interact to form the personal pictures that each individual experiences
perceptual organization
the process by which stimuli are organized into meaningful units
subliminal perception
the registration of sensory input without conscious awareness
perceived risk
the uncertainty that consumers face when they cannot foresee the consequences of their purchase decisions
Gestalt Psychology
the whole is greater than the sum of its parts
example of ads that induce closure
-asking consumers to unscramble words -showing pictures and asking consumers to name the activities or items shown -including words with missing letters and asking consumers to fill the blanks -asking consumers to match
subliminal perception and effectiveness
-eat popcorn drink cola flashed on the screen
three basic principles of perceptual organization
-figure and ground -grouping -closure
two types of inputs
-physical stiumli from the outside environment -peoples expectations, motives and what they learned from previous experiences
manufacturers and marketers determine the relevant JND for products for 2 reasons
1. they want to prevent changes from becoming readily discernible to the public 2. ensure product improvements are very apparent to consumers without being wastefully extravagant
sensory input
Information gathered by sensory receptors about internal and external changes
JND Implications for new logos and packages
make small changes in order to maintain continuous recognition
as sensory input increases
ability to detect change decreases
experiential marketing
allows customers to engage and interact with brands, products, and services in sensory ways in order to create emotional bonds between consumers and marketing offerings
reference price
any price that a consumer uses as a basis for comparison in judging another price
Stimulus
any unit of input affecting one or more of the five senses: sight, smell, taste, touch, hearing
liscensing
based on the haloeffect
stereotypes
biased pictures in an individuals minds of the meanings of various stimulus
consumer imagery components
brand image package image service image perceived price
Repositioning
changing consumers' perceptions of a brand in relation to competing brands
product quality: extrinsic cues
characteristics that are not inherent in the product
price/quality relationship
forms when consumers rely on price as an indicator of product quality; in short, they believe more expensive products are better
sensory adaption
getting used to certain sensations that is becoming accommodated to certain level of stimulation and becoming less able to notice a particular stimulus.
sensory receptors
human organs that receive sensory inputs( eyes, ears, nose , mouth, skin)
Perceptual Selection
in addition to the nature of the stimulus itself 1. consumers previous experience as it affects their expectation 2. motives at the time
touch
influences a person to buy
Service Quality characteristics
intangible variable perishable simultaneously produced and consumed
selective attention
is consumer heightened awareness of stimuli that meet their needs or interest and minimal awareness of stimuli irrelevant to their needs
closure
is peoples instinct to organize pieces of sensory input into a complete image or feeling