Chapter 8
Physiologically
Consumers differ in their sensitivity to stimuli. ex. taste
Three Aspects of Interpretation
1. 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 effective "emotional process" - People buy a product for not what it does but with what it means to you
Attention Stimulus Factors
Size, Intensity, and Attractive visuals. -Color and movement -Position -Contrast and expectations Warm colors are paid more attention to such as red and yellow. Blues and grays are more calm, used inside of store
Voluntary Exposure
actively seeking out market stimuli for purchase goals, entertainment, and information. They actively seek out items they want to buy.
Psychologically
consumers have natural cognitive, emotional, and behavioral predispositions. ex. affect intensity
Selective Exposure
consumers that are highly selective in the way they shop once they're in a store.
Quality Signals
consumers using own experiences and knowledge to draw inferences about product quality based on a non quality cue - Price Perceived quality, Advertising Intensity, Warranties, Country of origin (COO)
Traits
drive our needs and desires. These influence how a stimulus is interpreted
Country of Origin (COO)
interpret products more positively when they are manufactured in a country they perceive positively as well as brand effects when well known products signal higher quality
Motivation
is a drive state created by consumer interests and needs
Cognitive Interpretation
is a process whereby stimuli are placed into existing categories of meaning
Hemispheric Lateralization
is a term applied to activities that take place on each side of the brain
Price Perceived Quality
is an inference based on the popular adage "you get what you pay for." Higher priced brands are perceived with higher quality than lower priced brands. Price discounts can signal lower quality which is a problem
Affective Interpretation
is the emotional or feeling response triggered by a stimulus such as an ad
Warranties
longer warranties signal higher quality. Shows confidence in the quality of products
Advertising Intensity
more heavily advertised brands are higher quality, ad spending is an indicator of effort
Exposure
occurs when a stimulus is placed within a person's relevant environment and comes within range of their sensory receptor nerves
Attention
occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing. Stimulus, individual, situation.
Contextual Cues
play a role in consumer interpretation independent of the actual stimulus
Program Involvement
refers to how interested viewers are in the program or editorial content surrounding the ads (as opposed to involvement with the ad or brand). "How involved are you in this?"
Ability
refers to the capacity of individuals to attend to and process information
Perceptual Relativity
several aspects of interpretation are important to consider. First, it is generally a relative process rather than absolute. It is often difficult for people to make interpretations in the absence of some reference point.
Interpretation
the assignment of meaning to sensations. Several aspects of ______ are important to consider. First, it is generally a relative process rather than absolute, often referred to as perceptual relatively.
Just Noticeable Difference (JND)-
the minimum amount that one brand can differ from another(or from its previous version) with the difference still being noticed
Sensory Discrimination
the physiological ability of an individual to distinguish between similar stimuli
Missing Information and Ethical Concerns
when data about an attribute are missing, consumers may assign its value based on a presumed relationship between that attribute and one for which data are available; they may assign it the average of their assessments of the available attributes; they may assume it to be weaker than the attributes for which data are supplied
