Consumer Behavior Chapter 4

Ambush Marketing

consists of placing ads in places where consumers do not expect to see them and cannot readily avoid them

SERVQUAL scale

measures the "gaps" between customers' expectations of the services that they had purchased and their perceptions of the services that they had actually received INCLUDES: outcomes: focus on whether or not the services purchased were delivered reliably processes: how the core services were delivered

differential threshold/just noticeable difference(JND)

minimal difference that can be detected between two similar stimuli

perceived risk varies

narrow categorizers: limit their choices to a few alternatives than chance a poor selection (high risk perceivers) broad categorizers: they tend to make their choices from a much wider range of alternatives (low risk perceivers)

selective exposure

occurs when consumers tune into messages that they find pleasant or with which they are sympathetic, and they actively avoid painful or threatening ones

as sensory input decreases

our ability to detect change increases

Gestalt

pattern or configuration

Reason for stereotyping

people stereotype because it makes the processing of sensory input quicker and easier for them

triggers of stereotyping

physical appearance, descriptive terms, first impressions and halo effect

product qualtiy: intrinsic cues

physical characteristics of the product itself, such as size, color, flavor, or aroma

sensory adaption is a

problem to national advertisers people get used to their ads and will no longer se them

percieved quality

product quality service quality price/ qualtiy relationship store image and percieved quality manufacturers image and perceived quality

institutional advertising

promotion that is designed to promote a company's overall image without overtly referring to specific products

consumer imagery

refers to consumers' perceptions of all the components of products, services, and brands, and how consumers evaluate the quality of marketers' offerings

grouping

refers to people's instinctive tendency to group stimuli together so that they become a unified picture or impression

figure and ground

refers to the interrelationship between the stimulus itself(figure) and the environment or context within which it appears(ground)

halo effect

refers to the overall evaluation of an object that is based on the evaluation of just one or a few dimensions

three aspects of perception

selection, organization, interpretation of stimuli

Weber's Law

states that the stronger the initial stimulus the greater the additional intensity needed for the second stimulus to be perceived as different

perceptual defense

takes place when consumers subconsciously screen out stimuli that they find psychologically threatening, even though exposure has already taken place

product placement

takes place when the advertised product is deliberately integrated into a tv show or film in one of the following ways 1. the product is used by the cast 2. product is integrated into the plot 3. the product is associated with a character

perceived price

the customer's view of the value that he or she receives from the purchase

sensation

the immediate and direct response of the sensory organs to stimuli

absolute threshold

the lowest level at which an individual can experience a sensation -the point where someone can detect the difference between something and nothing

perception

the process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world -the result of two different kinds of inputs that interact to form the personal pictures that each individual experiences

perceptual organization

the process by which stimuli are organized into meaningful units

subliminal perception

the registration of sensory input without conscious awareness

perceived risk

the uncertainty that consumers face when they cannot foresee the consequences of their purchase decisions

Gestalt Psychology

the whole is greater than the sum of its parts

example of ads that induce closure

-asking consumers to unscramble words -showing pictures and asking consumers to name the activities or items shown -including words with missing letters and asking consumers to fill the blanks -asking consumers to match

subliminal perception and effectiveness

-eat popcorn drink cola flashed on the screen

three basic principles of perceptual organization

-figure and ground -grouping -closure

two types of inputs

-physical stiumli from the outside environment -peoples expectations, motives and what they learned from previous experiences

manufacturers and marketers determine the relevant JND for products for 2 reasons

1. they want to prevent changes from becoming readily discernible to the public 2. ensure product improvements are very apparent to consumers without being wastefully extravagant

sensory input

Information gathered by sensory receptors about internal and external changes

JND Implications for new logos and packages

make small changes in order to maintain continuous recognition

as sensory input increases

ability to detect change decreases

experiential marketing

allows customers to engage and interact with brands, products, and services in sensory ways in order to create emotional bonds between consumers and marketing offerings

reference price

any price that a consumer uses as a basis for comparison in judging another price

Stimulus

any unit of input affecting one or more of the five senses: sight, smell, taste, touch, hearing

liscensing

based on the haloeffect

stereotypes

biased pictures in an individuals minds of the meanings of various stimulus

consumer imagery components

brand image package image service image perceived price

Repositioning

changing consumers' perceptions of a brand in relation to competing brands

product quality: extrinsic cues

characteristics that are not inherent in the product

price/quality relationship

forms when consumers rely on price as an indicator of product quality; in short, they believe more expensive products are better

sensory adaption

getting used to certain sensations that is becoming accommodated to certain level of stimulation and becoming less able to notice a particular stimulus.

sensory receptors

human organs that receive sensory inputs( eyes, ears, nose , mouth, skin)

Perceptual Selection

in addition to the nature of the stimulus itself 1. consumers previous experience as it affects their expectation 2. motives at the time

touch

influences a person to buy

Service Quality characteristics

intangible variable perishable simultaneously produced and consumed

selective attention

is consumer heightened awareness of stimuli that meet their needs or interest and minimal awareness of stimuli irrelevant to their needs

closure

is peoples instinct to organize pieces of sensory input into a complete image or feeling