MKT 313 CH. 3

Effects of smell on buying

Abercrombie & Fitch scents its stores with its branded fragrances, such as the men's fragrance Fierce, for a pleasing shopping experience that appeals to its target market

consumers' stimuli perception

Absolute thresholds Differential thresholds - Just noticeable - Weber's Law Subliminal perception

Which of the following is true of the factors influencing consumers' exposure to marketing stimuli? a. Exposure to magazine ads is least effective when they appear on the inside cover or next to the table of contents. b. The more stores carry a product or brand, the higher the likelihood that consumers will encounter it. c. Consumers cannot selectively control what marketing stimuli they view. d. Consumers' exposure to market stimuli is increased by zipping and zapping. e. Product placement within a television program does not increase exposure among viewers.

B

cord-cutting

Choosing streaming services over cable television (hulu)

attention can be divided

Consumers can allocate some attention to one task and some to a different task, or rapidly switch between tasks. EX: While paying attention to their driving, consumers can also notice ads on billboards posted along a highway.

attention is selective

Consumers decide what to focus on at any one time, choosing not to focus on or mentally process other stimuli. EX: Shoppers cannot focus on every display or product in a store, so they must decide which they will pay attention to.

miscomprehension

Consumers inaccurately interpret the meaning in a message.

attention is limited

Consumers may miss some stimuli, especially when in unfamiliar surroundings. EX: While watching TV with friends, a consumer may reduce the volume to pay more attention to what friends are saying.

appearance of being new or worn

Consumers spend worn bills more readily than new bills, because they are disgusted at the thought of the used money having passed through so many hands.

perception

Determining the properties of stimuli using vision, hearing, taste, smell, and touch

source identification

Determining what perceived stimulus actually is and what category it belongs to. ex: Imagine opening a magazine and quickly looking at a page. Source identification is the rapid, perhaps automatic process of determining what a scene, such as a page in a magazine or on a website, contains

Jared is the marketing manager at Blyrie Corp., a soda manufacturing company. In order to attract customers, he is planning to increase the quantity of soda in a 60-ounce bottle without increasing the price. Market research and testing show that two ounces of soda would have to be added to a 10-ounce bottle before consumers notice the increased quantity in the new bottles. In the context of Weber's Law, Blyrie Corp. would need to add _____ to the 60-ounce bottle before its customers notice the increased quantity. a. 6 ounces b. 7 ounces c. 8 ounces d. 9 ounces e. 12 ounces

E

perceived smell

Effect on physiological responses, liking, product trial, and buying

comprehension

Extracting higher-order meaning from what individuals have perceived in context of what is already known.

zipping

Fast-forwarding through commercials on a program recorded earlier. (TV shows with a DVR (digital video recorder) and fast-forward through the commercials when viewing the shows later. Consumers zip through up to 75 percent of the ads in recorded shows—yet they can still identify the brand or product category in many of the ads)

Effects of smells on physiological responses and moods

For example, children hate having their security blankets washed, in part because washing removes comforting smells

closure

Individuals' need to organize perceptions so that they form a meaningful whole. EX: putting a well-known television ad on the radio can get consumers thinking about the message. The radio version of the ad is an incomplete stimulus, and the need for closure leads consumers to picture the visual parts of the ad.

marketing stimuli

Information about offerings communicated by the marketer or by non marketing sources. (via ads, Facebook messages, Vine videos, salespeople, brand symbols, packages, prices, and so on) or by non marketing sources (e.g., news media, word-of-mouth, and consumer reviews of a product).

perceived touch

Liking of some products because of their feel -Perceived ownership of the item increases -Consumer reaction to touch differs across cultures

figure and ground

People interpret stimuli in the context of a background. EX: Advertisers should plan for important brand information to be the figure, and not let the background muddle the figure.

preference for the whole

Perceiving more value in a whole than in combined parts that make a whole -Even if the parts have the same objective value as the whole. EX: Thus, you are more likely to make a $20 purchase if you have two $5 bills and a $10.

perceptual organizaton

Process by which stimuli are organized into meaningful units. -figure and ground -closure -grouping -preference for the whole

Effects of smell on product trial

Some "scratch-and-sniff" ads for perfumes and after-shave lotions are doused with the product to increase sensory processing.

zapping

Switching channels during commercial breaks

grouping

Tendency to group stimuli to form a unified picture or impression. EX: In a store, consumers may perceive a table setting as elegant when the napkins, napkin holders, silverware, dishes, and serving bowls are cleverly grouped

Effects of smell on liking

The NetCost supermarket in New York City adds grapefruit aroma in its produce department to attract shoppers.

lettering

The distinctive, curly Coca-Cola script, for instance, is not only eye-catching but also is instantly identified with the soft-drink brand and expresses its classic meaning.

habituation

The process by which a stimulus loses its attention-getting abilities by virtue of its familiarity.

sonic identity

Use of specific sounds to identify a brand ex: Apple, Skype, Microsoft

In the context of consumer behavior, which of the following statements is true of attention? a. Consumers may pay more attention to things that are abstract than that are concrete. b. Consumers need to select what to pay attention to and simultaneously what not to pay attention to. c. Attention is undivided and requires the complete focus of the consumer at all times. d. Attention is unlimited, and consumers can attend to all stimuli in the environment. e. Attention to a stimulus is low when its signal-to-noise ratio is high and high when its signal-to-noise ratio is low.

b.

Which of the following statements is true of preattentive processing? a. Most of consumers' attentional resources are devoted to preattentive processing. b. Preattentive processing makes a brand name familiar to consumers. c. Preattentive processing happens when consumers focus on a stimulus. d. Consumers are usually aware of preattentive processing. e. Preattentive processing does not affect consumers' consideration of a product.

b. Preattentive processing makes a brand name familiar to consumers.

Halfpenny, an online shopping site, is famous for selling products at cheap prices. The logo of Halfpenny is printed in incomplete typeface with the tagline, "You complete the rest." This prompts its customers to visualize the rest of the logo. In this case, which of the following consumer perceptions is reflected in Halfpenny's logo? a. Zapping b. Closure c. Subliminal perception d. Preattentive processing e. Zipping

b. closure

Eric went to a music store to buy some records. The store was playing popular music when he entered, but Eric only starts hearing the music when it was played at 40 decibels. In this scenario, for Eric, 40 decibels is: a. below the threshold level of his conscious awareness. b. in his nonfocal attention. c. his absolute threshold. d. a subliminal stimulus. e. a habituated stimulus.

c.

exposure

consumer comes into physical contact with a stimulus

nonfocal attention

consumers are simultaneously exposed to other stimuli (looking at a billboard will driving)

focal attention

consumers focus on a stimulus (paying attention to driving)

preattentive processing

non-conscious processing of stimuli -leads to liking a brand name

elements in sound perception

sonic identity & sound symbolism

selective exposure

zipping, zapping, cord-cutting

subliminal perception

••Activation of sensory receptors by stimuli presented below the perceptual threshold EX: we may preattentively process an ad in the visual periphery of an article that we are reading on a webpage. In principle, we could be made aware of the ad in periphery, namely, by looking there

personal relevance

••Appealing to one's needs, values, emotions, or goals ex:If you are hungry, for example, you are more likely to pay attention to food ads and packages.

objective comprehension

••Extent to which the consumer accurately understands the message the sender intends to communicate.

differential thresholds (just noticeable difference)

••Intensity difference needed between two stimuli before they are perceived to be different (ex: -Eyes exam, distinguishing two letters on the same line) ••Weber's law: Stronger the initial stimulus, greater the additional intensity needed for the second stimulus to be perceived as different

absolute thresholds

••Minimal level of stimulus intensity needed to detect stimulus ex: billboard in the distance

easy to process

••Prominence and concreteness(stimulus is imagined) of stimuli ••Limited number of competing stimuli ••Contrast with competing stimuli

pleasantness

••Using attractive models, music, and humor ex: : jeep using x ambassadors in commercials

element of surprise

••Using novelty, unexpectedness, and puzzles ex: For example, Volvo attracted attention when it introduced its XC90 SUV model at the Los Angeles Auto Show using a virtual reality commercial simulating a test-drive. Consumers accessed the commercial through a mobile app paired with the Google Cardboard virtual reality viewer.

subjective comprehension

••What the consumer understands from the message, regardless of whether it is accurate

attention

-Amount of mental activity a consumer devotes to a stimulus -Enables consumer to learn efficiently from their exposure to marketing stimuli -Limited, selective, and divisible -Defines customer segments -Weakened by habituation

effects of cultures

-Differences in low-context cultures and high-context cultures -Message sender's social class, values, and age play a key role in message interpretation -Language differences

sound symbolism

-Inference of product attributes and evaluations •Using information obtained from hearing a brand's sounds, syllables, and words EX: such as for Hubba Bubba chewing gum

Marketing Implications to Improve Comprehension

-Keeping the message simple -Repeating the message -Presenting information in different forms -Designing a message consistent with consumer's prior knowledge

effect of MAO

-Lack of comprehension may arise due to: •Low motivation •Limited opportunity or time to process the message •Complexity of the message

factors of influence

-Position of an ad within a medium -Product distribution -Shelf placement (consumers are most likely to be exposed to ads placed next to articles or within TV programs that interest them.)

factors in visual perception

-Size and shape -Lettering -Image location on package -Color -Appearance of being new or worn

taste perception

-Varying perceptions of food -Different cultural backgrounds influence taste preference -In-store marketing tactic of tasting or sampling of food ex: Research shows that when consumers taste foods with a hard or rough texture, they perceive these to be lower in calorie than foods with a soft or smooth texture, perhaps because smooth is associated with fat and this is associated with calories

consumer inference

-brand names and symbols (pillsbury Doughboy slimming down), -product features and packaging, -price (cultures can influence), -message wording, -retail atmospherics, display, and distribution.

Characteristics of Stimulus that attract consumer attention

-personal relevance -pleasantness -element of surprise -easy to process