Consumer Behavior Chapter 8
Stimulus Characteristics
1. Size 2. Intensity 3. Attractive Visuals 4. Color and Movement 5. Position 6. Isolation 7. Format 8. Contrast and Expectations 9. Interestingness 10.Information Quantity
Attention is determined by three factors:
1. Stimulus Factors 2. Individual Factors 3. Situational Factors
ambush marketing
A marketing technique in which advertisers work to connect their product with a particular event in the minds of potential customers, without having to pay sponsorship expenses for the event.
perceptual relativity
A relative process rather than absolute
Voluntary Exposure
Although consumers often avoid commercials and other marketing stimuli, sometimes they actively seek them out for various reasons including purchase goals, entertainment, and information.
Individual Factors
Are characteristics which distinguish one individual from another
Situational Factors
Include stimuli in the environment other than the focal stimulus and temporary characteristics of the individual that are induced by the environment
Country of Origin (COO)
Nation where a product is produced or branded ; does this influence purchase?
price-perceived quality
The inference that higher-priced brands possess higher quality than do lower-priced brands (i.e., "You get what you pay for.")
learning and knowledge
The meanings attached to such "natural" things as time, space, relationships, and colors are learned and vary widely across cultures.
expectations
_____________ tend to be consistent with interpretations
motivation
a drive state - a need or interest
metaphor
a figure of speech in which a word or phrase is applied to an object or action to which it is not literally applicable.
pun
a joke exploiting the different possible meanings of a word or the fact that there are words that sound alike but have different meanings.
subliminal stimulus
a message presented so fast or so softly or so masked by other messages that one is not aware of seeing or hearing it
hemispheric lateralization
a term applied to activities that take place on each side of the brain
Permission-based marketing
ads that consumers choose to receive
affective interpretation
an emotional response triggered by a stimulus such as an ad for wearing safety belts that depicts a rather ugly accident in which the driver was not wearing a safety belt
smart banner
banner ads that are activated based on terms used in search engines
left side of the brain
concerned primarily with those activities typically called rational thought and the ability to be conscious and report what is happening
right side of the brain
deals with pictorial, geometric, timeless, and nonverbal info without the individual being able to verbally report it
ability
do people have the ability to decode messages being sent in ads
inference
goes beyond what is directly stated or presented
proximity
how close objects or ideas are to one another
brand familiarity
how well customers recognize and accept a company's brand
affect intensity
individual differences in the strength with which individuals experience their emotions
rhetorical figures
involve the use of an unexpected twist or artful deviation in how a message is communicated either visually in the ad's picture or verbally in the ad's text or headline
Infomercials
long, often 30 minutes or more, commercials that frequently have an 800 number and/or web address through which to order or request additional information
Exposure
occurs when a stimulus comes within the range of one of an individuals primary sensory receptors
Ad Avoidance
occurs when the consumer selectively avoids expose to advertising messages (ex- zipping, zapping, and muting)
Attention
occurs when the stimulus activates one or more of the sensory receptors and the resulting sensations go into the brain for processing
Adaptation Level Theory
over time we adjust to (and no longer pay attention to) the level and type of stimulus to which we are consistently exposed.
subliminal perception
perception below the conscious-awareness level
Stimulus Factors
physical characteristics of the stimulus itself
traits
physiological (ex taste) and psychological traits drive our needs and desires; these traits influence how a stimulus is interpreted
Product Placement
placing product in TV shows, movies etc. where it is prominent for the viewer to see. They then associate the product with the show/movie and makes you want the product.
cross promotion
placing signage in one area of the store to promote complementary products in another area
closure
presenting an incomplete stimulus with the goal of getting consumers to complete it and thus become more engaged and involved
figure-ground
presenting the stimulus in such a way that it is perceived as the focal object to be attended to and all other stimuli are perceived as the background
warranties
promises companies make after purchase
advertising intensity
quality signal; consumers tend to infer that more heavily advertised brands are higher quality
subliminal lateralization
refers to the fact that different parts of our brain are better suited for focused vs non-focused attention
Zapping
switching channels when a commercial appears
sensory discrimination
the ability of an individual to distinguish between similar stimuli
Interpretation
the assignment of meaning to stimuli that have attended to. Tends to be relative rather than absolute and subjective rather than objective.
contextual cues
the background color on a web page or the nature of the programming surrounding a brands ad, play a role int he consumers interpretation independent of the actual stimulus
semantic meaning
the conventional meaning assigned to a work as it is found in the dictionary
clutter
the density of stimuli in the environment
format
the manner in which a message is presented
psychological meaning
the meaning assigned to a word based on experiences and the context or situation in which the word or other symbol is used
just noticeable difference (JND)
the minimum that one brand can differ from another with the difference still being noticed
program involvement
the more involved in the ad - the more attention people pay
stimulus organization
the physical arrangement of the stimulus objects ; relates to the to the perceptual principles of proximity, closure, and figure ground.
cognitive interpretation
the process whereby stimuli are placed into existing categories of meaning
Perception
those activities by which an individual acquires and assigns meaning to stimuli
individual characteristics
traits, learning and knowledge, expectations
Muting
turning the sound off during a commercial
non-focused attention
when a person takes in information without deliberate effort. Low-involvement scanning of the environment. (right-brain)
Zipping
when a viewer fast forwards through a commercial on a prerecorded program
Selective Exposure
when consumers actively avoid certain marketing stimuli
information overload
when there is too much information available to be dealt with effectively
Co-branding
when two established brand names of different companies are used on the same product