adv 375 quiz 2
pavlov's dog
(before conditioned) unconditioned stimulus - food unconditioned response - salivate neutral stimulus - bell no conditioned response - no salivation (during conditioning) bell + food -> unconditioned response = salivation (after conditioning) conditioned stimulus - bell conditioned response - salivate
nontraditional (new) media is: 3
1. addressable: customized and addressed to different receivers 2. interactive: receivers can interact with the sender 3. response measurable: receiver's response can be measured
credibility of formal sources and endorser effectiveness (5)
1. effectiveness is related to the message and its ease of comprehension (have a message that is easy to understand) 2. synergy between the endorser and the product types is important (JB and teenage girls if that is your target audience) 3. endorser's demographic characteristics should be similar to target 4. endorser's credibility is not a substitute for corporate credibility (if your company has done something bad, it don't matter how good your celebrity is) 5. endorser's words must be realistic (rapper comes out spelling perfect english and you're like no?)
the tricomponent model: affective
A a consumer's feelings about a particular product or brand. your feelings, emotions, and your memories
the tricomponent model: conative
B the likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object. behavior. what do i do with it how do i behave around it. "do i intend to buy this brand in the future"
the tricomponent model: cognitive
C the knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources. the thoughts and knowledge - can be subject to change. "what do you think about it"
psychological noise
a barrier of communication. there's a whole lot of stimulus for us to process every single day and you have to find a way to break through
classical conditioning
a behavioral theory according to which stimulus is paired with another stimulus that elicits a known response that serves to produce the same response when used alone. eventually you will get the same response when either one of them is used alone
instrumental (operant) conditioning
a behavioral theory of learning based on a trial-and-error process, with habits forced as the result of positive experiences (reinforcement) resulting from certain responses or behaviors. we do a lot of learning on a trial and error basis and if something good happens we'll do it again and if something bad happens we'll stop doing that thing
attitude
a learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object. does involve learning, it is the result of learning. when you learn about an object you will have predisposition. say the object is nike shoes, and you learn that they are manufactured in sweatshops and your attitude towards this is negative vs. someone who buys them and gets a lot of compliments, they feel positive towards the brand.
reinforcement of behavior: extinction
a learned response is no longer reinforced. the link is eliminated between stimulus and reward. get coupons when you go to old navy but they stop giving you them so you stop going
the source as the initiator: informal source
a parent, friend, or other consumer. you might learn about a product form fb. these are basically people who are not being paid to communicate with you. people are more likely to trust these sources because they are people that already share their interests. my friends know what i like but when an ad is like "we know what you like" and you're like wtf no. ex: pepsi will run a competition of who can produce the best ad wins a prize and the ad seems like people more like you and not the evil advertisers and appeals to our preference of informal sources, even if they don't actually use some joe shmoe's ad
observational learning (modeling or vicarious learning)
a process by which individuals learn behavior by observing the behavior of others and the consequences of such behavior. we learn by observing others and its consequences (touch the stove) (students going to one door and avoiding it [consequence] and going to the other door so eventually you just start using that other door). see this all the time with restaurants, if you see a really long line outside one you assume its good so you go there. if you see people walking out and vomiting then you're probably not going to go. mimicking or modeling. vicarious - learning through someone else's experiences. your roommate got the iPhone 6 and you wait and see what happens with them and live through their experience
nontraditional media: out-of-home and on-the-go
advertising screens in buildings and transit, digital billboards on roads, ambient advertising (in new places)
strategies of attitude change: altering components of the multiattribute model
altering any of those purple boxed inputs. ex: if weed was legalized in michigan, then your motivation to stay out of trouble doesn't matter anymore
how to change people's attitudes
altering components of the multi attribute model by changing relative evaluation of attributes (changing the order of what you care about so that health is first and cost is last by having consumers consider healthcare costs), changing brand beliefs (give them more information, address them personally), adding an attribute (they like health food and its organic then maybe ad that label or change the packaging to be environmentally friendly), changing overall brand ratings (anything you can do to make your brand more desirable "we recycle" maybe not change perception about the product but their attitude towards the brand "oh they're a nice company"), and changing beliefs about competitors brands.
time risk
any perception that you will spend to much time with this product or service - maybe too much time getting it - buy something online and you have to wait 10 days and you need it right now. also in how you use a product - mike a mac takes 2 seconds to start up and pc takes like 50 years
stimulus
any unit of input to any of the senses. something you can hear smell taste etc
informal sources
are opinion leaders. the one who is the most popular and successful is who marketers hope use their product because they are the most influential.
the attitude-toward-object model
attitude is function of the presence of certain beliefs or attributes. useful to measure attitudes toward product and service categories or specific brands. this means for example, in the presence of sparty, i have a positive feeling towards may and when not, then you don't really have as positive or a feeling. adding an attitude to an object, shifts the attitude a little bit
multi-attribute attitude models
attitude models that examine the composition of consumer attitudes in terms of selected product attributes or beliefs.
advertising appeals: timely
audi* with the 4 rings during the olympics.
expectations
based on familiarity, previous experience, or expectations. repainted a sign downtown oh i didn't expect that is that new store? and it attracts you to it
behavioral learning
based on observable behaviors (responses) that occur as the result of exposure to stimuli. the way we learn to do things by watching other peoples behaviors and their responses. people learn by seeing what stuff happens. ex: kid sees mom touch the stove and yelp in pain, don't have to touch it to know it hurts you
how does an ad that provides a lot of information appeal to the utilitarian (practical not attractive) function?
by providing a lot of information it discusses the functionality of the product. ads trying to shift attitudes in some way - these are changing your cognition because they are giving a LOT of information - trying to get you to learn a lot about the brand so maybe you might change your views and thoughts and then your feelings and then your behavior!
behavioral learning types
classical conditioning (paired associate learning) and instrumental (operant) conditioning - operates via reward and punishment
________ include the knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from varied sources.
cognitions
making applications of involvement ex
cognitive - when people are motivated and involved in the process and want to learn, advertisers try to get people involved in their brand, make sure people are paying attention and involved in getting involved. ads in video games (you don't get up during a game because you're going to miss it! also can't skip), avatars (make you involved in the ad/brand), sensory appeals in ads to get more attention (they'll want to watch the ad because they are going to care about the ad because appeals and gets there attention), forging bonds and relationships with consumers.
advertising appeals: comparative
compare two brands or yours to brands in general. campbells and progresso and milk. this appeal has positive effects on brand attitudes, purchase intentions, and purchases.
tricomponent attitude model
conation (behavior) <-> affect (feelings) <-> cognition (thinking) ABC we like these three things to go together and when one changes we like do something with the others. ex: if you want to shift someones attitudes, you can do it by changing any of these things. coke wanting to change from pepsi - can't really change their thoughts and feelings so maybe just their behavior by giving them free samples and hopefully if their behavior shifts then the other two will follow but you have to make sure they have a positive behavior with it by maybe putting an attractive model or maybe by reminding them that its a cheap product
response
consumer reaction to a drive or cue. the cue of the radio ad and your sense of hearing is stimulated and your response is to go to mcd's. an alternative response is that you turn off your radio and are repulsed by the ad and drive to an organic store
interpretation: halo effect
consumers perceive and evaluate multiple objects based on just one dimension. your perception of the whole thing is influenced by this on thing you perceive is [good]
strategic applications of instrumental (operant) conditioning
customer satisfaction (reinforcement) you want your customer to feel rewarded with coupons, cash back, or points even a store greeter, reinforcement schedules if you get rewards every time you shop with a bran you can come to know and trust you're gunna get coupons when you get there some can get addicting with casino where you sometimes win or lose but maybe if you stay longer you will win - thats how it works with marketing when you have a sweepstakes where oh i bought this coke maybe the next one i'll get a reward, and shaping (reward before purchase)
involvement
degree of personal relevance that the product or purchase holds for that customer. price might have a lot of personal relevance to you on a college student income. if something is high risk, people are highly involved with the information about it like with buying a house and the location, quality of floor/foundation blah blah blah. even if something is low cost such as jeans, you may be highly involved because you're a 7th grader and you care about what other people are going to think
designing persuasive communications: one-sided versus two-sided messages
depends on nature of audience and nature of the competition. this is saying you are going to say one side of the story are you going to argue both sides and acknowledge what other people are saying. sometimes it helps to show qualities of the competition and be like yeah well we have that AND this so ha. if you have an audience that is sitting on the fence you have to try and convince them that you know the qualities of your competition but yours are still better
feedback and determining effectiveness: sales effects
did the ads increase in sales? did the amount of viewers of your website increase?
is subliminal perception effective?
effective research has shown no evidence that this can cause behavioral changes. some evidence that it may influence affective reactions
financial risk
ex: buying a laptop as a college student vs wealthy bitch. people are going to understand this differently
strategies of attitude change: changing the basic motivational function
ex: if you don't want people to smoke weed , then change the basic motivational function to want ti stay out of trouble instead of it being wanting to look cool ex: subway changing the motivational function to wanting to taste good and keep weight down
strategies of attitude change: associating the product with an admired group or event
ex: using a celebrity in ads. make people see it as a more normal or acceptable behavior
strategies of attitude change: resolving two conflicting attitudes
ex: what happens when you read that msu is a terrible school but you go there. conflicting attitudes about the same thing and need to resolve it - maybe someone will feel less proud about going there and quietly move away from the brand or maybe they resolve and nah that ain't even true. how do you have them pick the second option? by giving the most amount of pos information about the school, can't leave it up to the consumer to come up with the idea that the news is all crap, marketers have to help to resolve this for them
handling risk by staying brand loyal
find the brand your happy with and just stick with it. the pc taking too long after you use apple so you just stick with apple so you don't have to worry about what would happen if you switched
central route to persuasion
for high-involvement purchases, requires cognitive processing. involves a lot of cognitive processing, where you make arguments for the brand to persuade and convince you that [nike] is the best brand of shoes. tell you all these good things where you have to process all that information - use if you are motivated to think like a high-involvement purchase, like if image is very important and you play a lot of sports.
encoding
giving the information some meaning. process of piecing information together and giving it some meaning so when you come into a situation later you are able to retrieve it.
basic concepts of classical conditioning - stimulus generalization
having the same response to slightly different stimuli. useful in product extensions, family branding and licensing. we learn things like i tasted the big mac and i like it and this new angus burger also has the mcdonalds logo so i'll probably like that too i don't really need to taste it. important with branding - get you to like anything with their brand, they can show you their new product and you'll probably go use it
low-involvement
hold little relevance, have little perceived risk, and have limited information processing. you're like **** it i'll just buy this one like milk and soap
feedback and determining effectiveness: exposure effects
how many consumers received the message? tells you how effective your medium of choice was, telling you how many people saw it. not telling you if they understood it or not
selective exposure
i choose what i am exposed to. avoiding a fast food heavy street and if you are relying on people seeing your signs then you miss that target audience. a way to still reach them is through radio and mailbox ads.
social risk
if i were to buy this would i be teased by my peers. or if you are changing networks and maybe your friends can't text you now and it makes you feel left out. could be about bullying also be any way that you are worried or think you might be left out
strategies of attitude change: changing beliefs about competitors' brands
if you want people to like your brand and have told them all the good things about tit but still want more customers, well just start telling them all the negative shit the other brands do!
handling risk by seeking information
if you're worried that your friends aren't going to text you or call you anymore you can just ask them if they ever do that to non network havers. you can ask people for reviews on potentially dangerous products or ask people in a store
handling risk by buying the most expensive model
if you're worrying about functional risk - they're removed if they're the most expensive because it shouldn't damage you or your home so it should obliterate functional and physical risk
theory-of-reasoned action model
includes cognitive, affective, and conative components. includes subjective norms in addition to attitude.
nontraditional media: online and mobile
includes consumer-generated media, narrowcast messages - texts that we can narrowly target groups and we can make sure our texts are reaching them
nature of the stimulus
includes the products physical attributes, package design, brand name, advertising and more...if the ad of the hot model attracted you then this is the stimulus
basic concepts of classical conditioning - repetition
increases the association between the conditioned stimulus, slows the pace of forgetting, and advertising wear out is a problem. this is very important and it depends on how strong the association is. ex: if you hear a broken wind and get robbed, you probably only need that one time to learn broken glass means bad. the more you have this the harder it is to forget the association. but we don't want to bore people with advertising so we try to give them some variety like getting new toys in happy meals
reinforcement
increases the likelihood that a response will occur in the future in response to a cue - you went to mcd's and food was really good, this reinforces your response to the cue. if it was gross, it wouldn't reinforce you to go there again
credibility of formal sources
institutional advertising, publicity, endorsers. we care about credibility so companies look for celebrities that people trust. like tom hanks. you want to find someone who seems credible and fits with your product ex: a glamorous celebrity (nicole kidman) endorser is more likely to be perceived as a credible source, especially for a hedonistic (self-indulgent) product
the attitude-toward-behavior model
is the attitude toward behaving or acting with respect to an object, rather than the attitude toward the object itself. corresponds closely to actual behavior. researchers will often separate between your attitude and you actually do. you may have a positive attitude towards owning a porsche but might not actually own one. if you can research the attitude and figure out the only hurdle that they need to overcome, then thats a good target market. this is why we care about attitude towards the behavior
designing persuasive communications: message framing
journalists talk about this a lot. positive framing - people respond to this better. want people to stop bullying so you talk about the good effects of being kind to people. negative framing - don't bully because people commit suicide okay wow intense i don't respond well to that
cognitive learning
learning based on mental information processing. often in response to problem solving. we learn by thinking through things, not by watching. but by thinking well the stove is hot and i touch hot things there's usually a threshold before it hurts and if i touch it it'll probably hurt me a lot so i should probably not touch it. learning involves complex mental processing of information. emphasizes the role of motivation because you are not going to make a lot of effort to go through all the information. remembering that meijer is the cheapest bran because at one point you went through all the information of prices and realized it was cheapest from the motivation of being poor and wondering which was cheapest. the role of memory becomes very important.
feedback and determining effectiveness: recognition
like when you have a multiple choice quiz and the answer is in front of you you just have to recognize it.
peripheral route to persuasion
low involvement, consumer is less motivated to think, learning through repetition, visual cues, and holistic perception. if you weren't trying to be fed a lot of information that you have to be motivated to remember, good visual cues (show you an attractive nike model) to make you feel positive about the brand - use when you don't really care and its a low involvement purchase like if you don't care what you look like or what people think
the source as the initiator: formal communication source
marketer or organization - those are typically financing the communication - organizers.
marketing applications of the just noticeable difference
marketers need to determine the relative jnd for their products. so that negative changes are not readily discernible to the public and so that product improvements are very apparent to consumers. we often want to exceed the jnd so that we can be independent. but sometimes we want to fall under the radar - if we do something bad with the product, we don't want people to notice (like having less and costing the same) this is either with the product itself, packaging, or the marketing. we know that humans have a predisposition to fat and sugar and companies have to make very small changes so that people don't notice and ween people off of these things and change their product to be healthier.
media (channel)
mass media and nontraditional (new media) new media is more customizable and interactive and we can measure responses in real time and don't have to wait to find out results of like how many people see your ad you can see how many people clicked on it. find out how to find things right not
differential threshold
minimal difference than can be detected between two similar stimuli ex: how many bars needed to change to notice the difference in volume. or yankee candle where you smell the first one and its really intense and then after while you just can't really tell the difference between them all anymore. in marketing, these things are too similar and we want people to know the difference in products
elements of learning theories
motivation, cues, response, reinforcement. all of the learning theories look at learning around these 4 things
________ serve to stimulate learning, and ________ are the stimuli that direct
motives, cues
how do advertisers drive consumers to rehearse information
music, rhyming, and repetition
perceptual selection depends upon:
nature of the stimulus, expectations, motives
motives
needs or wants for a product or service. because you have a need for something, the more you pay attention to those type of ads
advertising appeals: humor
needs pretesting to make sure people get it. stupid immature shit resonates well with young boys. can be offensive though
advertising appeals: audience participation
new media allows for this where you can make a comment on the ad and see suggestions
The process by which one person informally influences the actions or attitudes of others is known as ________.
opinion leadership
organization principles: grouping
people group stimuli to form a unified impression or concept. grouping helps memory recall. "chunking" like with phone numbers
organization principles: closure
people have a need for this and organ perceptinog to form a complete picture. will often fill in missing pieces. incomplete messages remembered more than complete - ads sometimes give you an incomplete picture because we want to fill in the gaps and it will aggravate us just that tiny bit
interpretation: stereotypes
people hold meanings related to stimuli - we're predisposed to doing this. these of a different form are very useful to us - help us navigate the world around us instead of processing the whole world - which would be imposiblé
feedback and determining effectiveness: exposure
people meters, how many people have been exposers to this message
organization principles: figure and ground
people tend to organize perception into these kind of relationships. the ground is usually hazy and marketers usually design so the figure is the noticed stimuli. sometimes advertisers will switch this up to get the consumer to be like whaaaa but they usually want to the stimuli to be clear
The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world is known as ________.
perception
the receivers as the target audience and things you need to consider
personal characteristics and motives, involvement and congruency, mood, and barriers to communication such as selective exposure to messages and psychological noise.
interpretation: physical appearance
positive attributes of people they know to those who resemble them. important for model selection. don't judge a book by its cover but its practical. why we see celebrities in advertising because i already know i like this person
reinforcement of behavior: positive reinforcement
positive outcome. strengthen likelihood. more likely to do something again because something positive came from it - something good is added like a compliment
designing persuasive communications: order effects
primacy - what you hear first is what you will remember last recency - you will remember the most recent thing you heard the best (both true, most important thing is that what you hear in the middle is what you forget the most, thats why mag ads are expensive) order of benefits brand name - you want it right in the front so they remember it. increasingly though we see an ad on tv and at the very end the brand name comes up so they remember it
relationship pricing
provides value by encouraging long-term relationship with the company that customers view as beneficial. implemented as long-term contracts and price bundling
satisfaction-based pricing
provides value by recognizing and reducing customers' perception of uncertainty, which the intangible nature of services magnifies. implemented as service guarantees, benefit-driven pricing, flat-rate pricing
efficiency pricing
provides value by sharing with customers the cost savings that the company has achieved by understanding, managing, and reducing the costs of providing the service. implemented as cost-leader pricing. we are saving and we are passing on the savings to you like rollbacks with walmart. ikea- little customer service in the store
high-involvement
purchases are very important to customer (house, jeans)
reinforcement of behavior: negative reinforcement
removes negative. encourages behavior that removed the negatives. increases the likelihood of doing something again because it felt good when a negative thing was taken away from the situation - if i have bad breath and i chew gum and it removes your bad breath, likely to chew gum again
overcoming psychological noise
repeating exposure to advertising messages, contrast to break through clutter, customized promotion messages (an email that uses your name - not so effective now but if you tailor this to feel personal than it can be effective), effective positioning (knowing your target audience and where they are and what they like - ads on fb because thats where young people are or newspapers for old people), and offering unique value propositions (telling someone why they would want to pay attention to this and whats unique about it)
________ increases the strength of the association between a conditioned stimulus and an unconditioned stimulus and slows the process of forgetting.
repetition
three pricing strategies focused on perceived valueL
satisfaction-based pricing, relationship pricing, efficiency pricing
a model of instrumental conditioning: example jeans
say we need a new pair of jeans and brand AB and C suck and D is good, the next time we go shopping, probably just gunna go straight to D - about trial and error and we learn through reward or punishment
how consumers handle risk
seek information, stay brand loyal, select by brand image, rely on store image, buy the most expensive model, seek reassurance.
advertising appeals: abrasive
seen it as obnoxious, young men enjoy it
basic concepts of classical conditioning: stimulus generalization
selection of a specific stimulus from similar stimuli. opposite of stimulus generalization. this discrimination is the basis of positing which looks for unique ways to fill needs. "I'm not going to take what i learned about this thing and transfer my learning to something else" mcd's doesn't want you to learn all these good things about their burger and transfer it over to the whopper. a company wants to make sure you're not going to get confused about their stimulus and a competing stimulus
aspects of perception:
selection->organization->interpretation
The ________ is the initiator of communication.
sender
basic communication model
sender (source) --encodes--> message ---> channel (medium) ---> receiver (consumer) --decodes-->---feedback--->sender what we see here is the someone, the source (marketer), sending a message (like an ad for coke) through a channel (radio, tv, billboard) to a receiver, most likely a consumer. the consumer then decodes the message and interprets it and this is where we want to make sure there are no problems or issues like someone not understanding the message. it also shows that there is feedback from the receiver which tells the sender whether the message was received. this feedback loop is very important and the sender learns if there is an error in decoding (like someone doesn't like it or it sucks) the sender may then change their message or medium. this is a basic way to think about communication that there is one party that sends out the message and one that receives it
elements of perception
sensation, absolute threshold, differential threshold, subliminal perception
information processing and memory stores (map diagram)
sensory input -> sensory store (can be forgotten or lost) through rehearsal of the information (meijer is the cheapest) you put it into your -> working memory or short-term store (can be forgotten or lost) this is the memory you are using in the moment. through encoding the information that meijer is the cheapest it will go into -> long-term store (can be forgotten or unavailable when you don't encode) you are able to retrieve the information after it is in long term
effects of time (for credibility)
sleeper effect phenomenon when the consumer does not remember the source. like during a campaign and you hear all these terrible things about a politician but then you see its endorsed by its competitor so you don't really believe it but then after a while you forget who the source was and all you remember is that you don't trust that politician because of all this bad shit you once heard about them. the message is persuasive but only after a matter of time
physical risk
some harm to you for using the product. ex: poor quality lamp and it burns the house down. or a plastic bag that you can't leave around your baby or small parts. important because it guides consumers choice - i can't buy this thing with sharp corners - there perception of this is important to some more than others
subliminal perception
stimuli that are too weak or too brief to be consciously seen or heard. they may be strong enough to be perceived by one or more receptor cells.
cues
stimuli that direct motives - direct us. if you're motivated to eat because you're hungry and you're in your car and hear an ad from mcdonalds and then you go there. the cue is the radio ad, the stimulus that directed you. stimulus can be anything that arouses any of your 5 sense and you HEARD the ad on the radio
________ involve both the beliefs that the consumer attributes to relevant others, such as friends and parents, and the consumer's motivation to comply with the beliefs held by those relevant others.
subjective norms
A stimulus may be too faint or brief to be consciously seen or heard, such as a deeply embedded or a very briefly flashed image, but may still be perceived by one or more sensory receptor cell. This is called?
subliminal perception
simplified version of the theory-of-reasoned action model map diagram
take in the attitude towards behavior map and add subjective norms. ex: weed - if you only looked at the attitude towards that behavior, you only take in account your pos or negative beliefs about that product. if they're pos, you're gunna do it. neg, you're not going to. but now we look at subjective norms: beliefs that specific referents think i should or should not perform that behavior ex: your parents don't want you to or you live in colorado and no one gives a shit motivation to comply with the specific referents ex: if you are motivated to please your parents, you;re not going to. if you live in colorado and you are motivated by whether or not you get in trouble so you do all this means for marketers is how can they apply these inputs. maybe motivating them that people beliefs are positive towards it and the motivation is to be cool
feedback and determining effectiveness: recall
the answer is not in front of you and you have to recall it from memory. good: not conflicting/distracting things in front of you. bad: you don't have options to choose from
medium credibility
the credibility of the magazine, website, or radio station. if you're thinking about running an ad in a magazine do you want it to be a trashy one or a high class one
perceived risk
the degree of uncertainty perceived by the consumer as to the consequences (outcome) of a specific purchase decision. with every product, different consumers are going to have different this based on their past experiences, emotional stability, and finances. as students, this might be huge when buying a laptop but minimal for reach bitches
sensation
the immediate and direct response to the sensory organs to stimuli. our 5 senses. we can smell cinnabun, abercrombie, and subway. we can see fresh bread sitting out in the window
weber's law
the just noticable difference between two stimuli is not an absolute amount but an amount relative tot he intensity of the first stimulus. the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different. ex: you ned the second candle to more intense than the first one if you are able to receive the stimulus. wine tasting- start with really strong ones you can't taste others afterwards
absolute threshold
the lowest level at which an individual can experience a sensation. the lowest level in which you can hear smell taste touch see something ex: the smallest print you can read
price/quality relationship
the perception of price as an indicator of product quality ex: the higher the price, the higher the perceived quality of the product. efficiency pricing like that at walmart needs to worry about this because people believe cheap prices mean poor quality. we do this with wine, when you're lacking in experience or knowledge we rely on these stereotypes. rule of thumb or huristic: more price better quality and vice versa. also buying a bigger amount of the precut you are getting it at a better value. we use these rules of thumb or stereotypes because they're usually right. if they continue to be correct then we'll keep using them but if they keep being wrong then we will no longer process
perception
the process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world. subjective; different to different people
learning
the process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior. take what you have learned in the past and use it to guide your behavior in the future. if you fail based on the past then you didn't learn. you may have some experience and purchased but you didn't learn from these things
reinforcement of behavior: forgetting
the reinforcement is forgotten. forget what you learned. haven't been to old navy in a long time and fort that they give you coupons
vender credibility
the reputation of the retailers. whole foods has better credibility than awl mart so maybe the company only wants that vendor
feedback and determining effectiveness: physiological
the response of the human body, did your heart rate increase, sweat more, salivate?
functional risk
the risk that somethings may not do its job or work - wrong adapter for outlets. or maybe it works fine or not how you want it to - verizon can't text while on a call
interpretation: first impression
these are lasting. the perceiver is trying to determine which stimuli are relevant, important, or predictive. everything that comes after this subject are relative to this. is your ad the first on in the commercial break? if not, then you need to think about how it will register to your consumer, if the cheeseburger truck ad ran right after a conservative economic friendly ad, you probably wouldn't like it as much if it ran first
advertising appeals: sex appeals
these work depending on your audience
what are attitudes?
they are a learned predisposition and have consistency. they are about an object and you develop feelings about it. predisposition or tendency that has been learned, because it has been learned it can be changed BUT they do have some consistency. people generally feel uncomfortable if they love then hate then love they're favorite brands like if you have a bad experience at your fav restaurant
attitude-towards-behavior map diagram ex: consumer characteristics, attitude, and online shopping
this is where we start to look at attitude towards behavior as a strong predictor of actually doing the behavior. consumer characteristics (the inputs): consumer demographics consumer purchase preference consumer benefit perception consumer lifestyle all lead to the attitude toward online shopping which leads to the online shopping rate. perceptions of benefits - someone who works all the time will see a huge benefit in online shopping. someone with plenty of time and a car has a smaller perception of benefits why is this all important? find out where the issue is if they have a negative attitude towards doing it and maybe offer them free shipping both ways if they have a purchase preference that they want to try something on - find out where the issue is within the inputs
handling risk by seeking reassurance
turn to a friend or family member and be like WHAT SHOULD I DO
word of mouth
two-way communication - when you're talking to your friend about products. whats new about this is that you can now do it on social networks where maybe a bunch of other people will see it and have a multi directional communication - lots of potential for marketers but huge risk. sometimes companies will pay to write reviews to manage the convo online or give coupons if they like their page. eWOM is I'm assuming electronic WOM like social networks, brand communities, message boards and blogs.
motivation
unfulfilled needs lead to motivation. they will compel you to some kind of action
advertising appeals: celebrities
use celebrities to entice you
interpretation: descriptive terms
verbal messages reflect stereotypes like the truck ad "its a big fat juicy cheeseburger in a land of tofu" it gets the point across that this is the real deal, powerful
feedback and determining effectiveness: persuasion effects
was the message received and interpreted correctly? looks at how many people interpreted it correctly
how marketers use classical conditioning (Examples)
we have learned that kids learn that bright coloring packaging and cartoons are for things that taste good - if its a small package, brightly colored, and has a cartoon character, then it'll probably taste good. so then we take away the yummy and just give bright packages so they think its good tasting and trick them that healthy food is good. and then maybe we take away the brightly colored and they will just start to like the healthy food
jnd example of brands
we see changes in our icons like the kool aid man made more cool and the rice krispies more up to date and same with pringles guy - we want to make sure the idea of the brand doesn't change too dramatically or quickly when we make these changes so we want to fall under the jnd
advertising appeals: fear
we see quite a lot in ads. might not recognize it as such though. easy to se PSAs are fear tactics like non-drinking and driving ads. another one we don't realize is when we see an ad for cosmetics and all wrinkly and we fear being ugly. works on our insecurities.
handling risk by relying on store image
well nordstrom is elite and if there is a brand in there then its probably upscale and should be good
psychological risk
will this product cause me emotional distress? its out of you price rand then maybe. locked a contract, what if i want to change?
designing persuasive communications: resonance
wordplay. used to create a double meaning when used with a relevant picture. have to pretest to make sure people understand.
