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