MKT 3350 Ravi Ch8 Exam 2

Interpretation: 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.

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.

Types of Exposure

1. Selective Exposure: the highly selective nature of consumer exposure is a major concearn for marketers, since failure to gain exposure results in lost communication and sales opportunities 2. Voluntary Exposure: Although consumers often avoid commercials and other marketing stimuli, sometimes they actively seek them out for various reasons including purchase goals, enterainments, and information

Attention is determined by three factors:

1. Stimulus Factors: (individuals) are physcal charracteristics of the stimulus itself 2. Individual Factors: are characterisitics which distingush one individual from another 3. Situational Factors: include stimuli in the enviorment other than the focal stimulus and temporary charateristics of the individual that are induced by the enviorment

Interpretation: Individual characteristics

1. traits 2. learning and knowledge 3. expectations

interpertation

Cognitive interpretation (thinking) : is a process whereby stimuli are placed into exisiting categories of meaning Affective interpretation (emotion): is the emotional or feeling response triggerred by a stimulus such as an ad

Stimulus Factos: Contrast and Expectations

Consumers pay more attention to stimuli that contrast with their background Expectations drive perceptions of contrast. Ads that differ from expectations for a prroduct catergory often motivate more attention Adaptation level theory: suggests that if a stimulus doesn't change over time we habituate to it and begin to notice it less

The Nature of Perception

Exposure Attention Interpretation Memory Purchase and consumption decisions

Which of the following statements is true regarding stimulus position and attention with respect to advertising

For U.S. readers, high impact zones in print ads and other print documents tend to be more towardthe top and left of the ad

individual characteristics: expectations

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.

Stimulus Factors (Attention)

Size, intensity, attractive visuals, color and movement

individual characteristics: learning and knowledge

The meanings attached to such "natural" things as time, space, relationships, and colors are learned and vary widely across cultures.

Which of the following stages of the information processing model constitue perception

exposure, attention, and interpretation

the idea behind____ is that different parts of our brain are better suited for focuesed vs. nonfucused attention

hemispheric lateralization

attention individual factors

motivation and ability motivation=needs

Stimulus factors: Position

placement of an object in a physical space or time. high impact zones in print ads in the U.S. tend to be toward the top left protion of the ad

Situational Factors: Program Involvement

referrs to the interest in the program or editorial content surrounding the ads program involvement has positive infulence attention

nonfocused attention (hemispheric lateralization)

refers to activities that take place on each side of the brain Left side: controls activities related to reational thought Right side: deals with images and impressions

Interpretation: Stimulus Characteristics

traits, changes: sensory discrimination

individual characteristics

traits: 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 e.g., taste - Psychologically: consumers have natural cognitive, emotional, and behavioral predispositions e.g., affect intensity