Ch. 8 Consumer Behavior

Individual Factors

Are characteristics which distinguish one individual from another.

Stimulus Factors

Are physical characteristics of the stimulus itself.

What are the situational factors affecting attention?

Clutter: this factor can affect attention because too much clutter causes the consumers attention to decrease. Program Involvement: involvement with the editorial content as opposed to the AD influences attention to the AD in a positive direction.

Affective interpretation

Feelings or emotional response.

Situational Factors

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

Ad avoidance

Mechanical ways for consumers to selectively avoid exposure to advertising messages

What are individual factors affecting attention?

Motivation and ability

Cognitive interpretation

Process whereby new stimuli are placed into existing categories of meaning.

Perception

The first 3 steps of the information processing model which are exposure, attention, and interpretation.

Interpretation

assignment of meaning to sensations/ it is related to how we can comprehend and make sense of incoming information based on characteristics of stimulus, individual, and situation.

What are the situational factors affecting attention?

clutter: which tends to decrease attention, and Program involvement: which tends to increase attention.

attention

occurs when stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing.

infomercials

program length television commercials with a toll free number and or web address through which to order or request additional information

Product Placement

provides exposure that consumers don't try to avoid, it shows how and when to use the product, and it enhances the products image.

Sensory Discrimination

psychological ability of an individual to distinguish between similar stimuli.

Zipping

when one fast forwards through a commercial on a pre recorded program

Attention is determined by three factors:

1) Stimulus Factors 2) Individual Factors 3) Situational Factors

Which 3 factors determine which stimuli and individual will attend to?

1) the stimulus 2) the individual 3) the situation

Information Processing

A series of activities by which stimuli are perceived, transformed into information, and stored.

Zapping

Involves switching channels when a commercial appears.

What determines which stimuli an individual will be exposed to?

Most stimuli in which individuals are exposed to are "Self-selected" meaning people deliberately seek out exposure to certain stimuli and avoid others.

Ad Avoidance

Reason consumers are zipping, zapping, and muting.

Position

Stimulus factor that results in print ads on the left-hand page receiving less attention than ads on the right.

Isolation

Stimulus factor that uses lots of "White Space".

Exposure

When a stimulus come within range of one or more of the five senses and provides an opportunity for attention.

How does information processing differ from perception?

differ because information processing includes the memory step whereas perception does not include this major step.

Permission based marketing

voluntary and self selected nature of such online offerings, where consumers "opt-in" to receive email based promotions.

What are the stimulus factors affecting attention?

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

Muting

Turning the sound off during commercial breaks

Below JNB

when the minimum amount a brand differs from another with the difference being not even noticed at all.. like adding a little bit more salt to a pretzel.

Above JND

when the minimum amount a brand differs from another with the difference still being relatively noticed by the consumer.