Marketing 2

Objects of involvement

1 Product categories. 2. Brands: brand loyalty. 3.Ads: revealed by consumers' motivation to attend to and process information contained; ads must be relevant; ad might be interesting 4. Medium: sometimes a high level of involvement with the medium might reduce the involvement with the ad; television is generally low while print media is usually generates high levels of involvement. 5. Decisions & behavior: response involvement

perceptual organization

1. A factor that determines how a stimulus will be interpreted is its assumed relationship with other images, sensations or events, 2. The Gestalt concept: the whole is greater than the sum of the parts, 3. Principles of perceptual organization: figure & ground, grouping, and closure

taxonomic categories

1. A system of division where objects are classified with similar objects of the same category, 2. Principle of Graded Structure represents the concept that category members vary in how well they represent a category, 3. Prototype represents an object that is the best example of the category

factors affecting exposure

1. Ad in back cover; ads placed in articles or within TV programs that are interesting to the consumer; ads at the beginning or end of the commercial break within a program (of interest to the consumer); commercial free TV programs 2. Product distribution and shelf placement: greater the distribution greater the chances of exposure; products at the end of the aisle, from waist to eye level, and in places that have the maximum amount of store traffic increase the rates of exposure

categorization marketing implication pt 2

1. Categorization influences whether consumers consider and choose it (consideration and choice), 2. Categorization can set expectations for its performance and thereby influence our assessment (satisfaction)

goal derived categories

1. Category contains objects that serve the same goal even though they belong to different taxonomic categories, 2. Exhibits graded structure and prototypicality

selective exposure

1. Consumers actively seek and on the other hand avoid certain stimuli, 2. zipping, 3. zapping

Stress' effect on preattentive processing

1. Consumers probably have an inclination to like a particular brand/product if they have preattentively processed it than if they have not processed (or been exposed to) it at all. 2.Also affects consumer choices in case of an unfamiliar brand and a preattentive processed brand

Why do consumers differ in knowledge: Culture

1. Culture may influence associations not found in other cultures (certain spokespeople with certain products), 2. Relevant category members vary across cultures (what are breakfast foods, for example), 3. Category prototypes may vary across cultures (football in the United States, soccer elsewhere), 4. Attribute correlations may differ (size of store correlation with quality of product may be different), 5.Goal-derived categories may differ

measuring exposure

1. Determine which medium will generate maximum exposure for the given product/brand 2. Measurement is not easy, 3. Standardization required for measurement

developing/elaborating schemas marketing implications

1. Existing schemas, images, and personalities may need to be further developed, 2. Elaboration can be accomplished through new associations, multiple brand extensions, and new images

Why do consumers differ in knowledge: Expertise

1. Experts have better defined category structures, 2. Experts have more categories and more associations with concepts within a category, 3. Experts have more subordinate level categories thereby enabling finer distinctions, 4. Experts are better at understanding negative disconfirmation than non-experts

knowledge content

1. Facts about prior knowledge is linked or associated with a concept, 2.The set of associations linked to a concept is known as 'schema', 3. Associations can be described along the following dimensions: types of associations, favorability, uniqueness, & salience

habituation

1. Familiarity leads to losing attention-getting ability. 2. This is a significant problem for marketers and hence it is tackled by altering the stimulus while keeping the basic message same

personal relevance: goals

1. Goals might be specific (situational) or abstract (enduring); promotion or prevention focused goals; goals regulating how one feels and what one does, 2. While appraising an outcome, the extent to which our goals are met affects our feelings and emotions, 3. Other appraisal dimensions: normative/moral compatibility; certainty; agency

personal relevance: received risk

1. Lack of information, 2. New offering, 3. High price, 4. Technologically complex, 5. Substantial difference between brands, 6. Inexperience or little confidence in one's own evaluation, 7. Social visibility of the situation - being judged by others

marketing implication of j.n.d.

1. Marketers need to determine the relevant j.n.d. for their products: A. so that negative changes are not readily discernible to the public. B. so that product improvements are very apparent to consumer

marketing implications of ability

1. Marketers should be sure the target audience has enough prior knowledge to process marketing communications, 2. Marketers should match communications with consumers' knowledge and processing styles, 3. Marketers can provide monetary aid to facilitate first time and repeat buying

Marketing implications of consumer opportunity

1. Marketers should repeat marketing communications and make them easy to process 2. Marketers should reduce time-pressured decision-making. 3. Marketers should reduce the amount of time needed to buy or use a product 4. Marketers should provide consumers with enough information to enhance consumers' abilities to process information, make decisions, and engage in consumer behavior

Motivation Process: the process

1. Need creates tension 2. Tension creates drive to reduce/eliminate need. 3. Desired end state = consumer's goal. 4. Products/services provide desired end state and reduce tension. 5. When motivation is high, people are more likely to do things that make it more likely to achieve their goal. 6. Creates a willingness to spend time & energy to engage to certain behaviors consistent with the goal

personal relevance: characteristics of needs

1. Needs are dynamic, 2. Exist in a hierarchy, 3. Can be internally or externally aroused, 4. Can conflict (approach-avoidance; approach-approach, avoidance-avoidance)

objective of comprehension

1. Objective comprehension reflects the extent to which consumers accurately understand or have learned what is stated in a communication 2. Miscomprehension occurs when consumers inaccurately receive the meaning contained in a message. 3. MAO influences it

grouping

1. People group stimuli to form a unified impression or concept, 2. Grouping helps memory and recall

Closure

1. People have a need for closure and organize perceptions to form a complete picture, 2. Will often fill in missing pieces, 3. Incomplete messages remembered more than complete

figure and ground

1. People tend to organize perceptions into figure-and-ground relationships, 2.The ground is usually hazy, 3. Marketers usually design so the figure is the noticed stimuli

attention marketing implication

1. Personally relevant stimuli are more likely to attract attention because they have potential consequences for our lives. 2. The incorporation of more self-relevant needs, values, and goals into a stimulus (marketing communication) increases the likelihood that the stimulus will be perceived. 3. Appeals that emerge from individuals perceived as similar to one's self are more likely to be attended to. 4. Appeals that contain dramatic presentations are more likely to attract attention because they draw the consumer into the action. 4. Rhetorical questions draw consumers into advertisements although no specific answer is expected

Consumer Ability: Resources to Act (5 resources)

1. Product knowledge and experience, 2. cognitive style, 3. complexity of information, 4. Intelligence, education, and age and 5. money

easy to process stimuli marketing implication

1. Prominent stimuli, such as full-page ads and loud commercials, are easy to process because they stand out from the environment; ease of finding such stimuli increases their chance of being attended to. 2. Concrete stimuli that are more detailed and specific are easier to understand, thus they are more likely to be processed. 3. Messages that stand out from competing information draw attention to themselves, making them easier to locate and thus more likely to be processed. 4. When amount of competing information is less, messages are likely to get more attention

brand personality

1. Schemas can also include associations reflecting brand personality, 2. A set of traits people attribute to a brand as if it were a person, 3. Personality-like images represents consumers' perceptions about the brands, 4. Strong and favorable brand personality will strengthen the brand

Taxonomic categories: factors affecting prototypicality

1. Shares most associations with other members of its own category, 2. Shares fewest associations with members from different categories, 3. Frequency with which an object is encountered as a category member (sometimes the first/pioneer brand serves as a prototypical brand because it sets the standard)

images

1. Subset of associations reflecting what something stands for and how favorably it is viewed, 2. Only the most salient associations represent an image, 3. Images also exist for stores, companies, places, and countries

differential threshold

1. The ability of a sensory system to detect changes or differences between two stimuli (j.n.d.). 2. Weber's law: stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived to be different

absolute threshold

1. The lowest level at which an individual can experience a sensation; minimum level of stimulus intensity needed for a stimulus to be perceived. 2. Amount of difference between something and nothing

exposure

1. The process by which a consumer comes into physical contact with a stimulus. 2. Marketing stimuli relates to information regarding offerings communicated by marketers or by non-commercial sources. 3. Exposure takes place at buying, using, or disposing stages; exposure ought to be favorable

perception

1. The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world. 2. How we see the world around us

categorization

1. Usage of prior knowledge to label, identify, and classify something new, 2. Subsequent to the above stage a individual knows what the object is, what it is like, and what it is similar to, 3. Categorization might not always be correct; once something has been categorized it is difficult for one to categorize it differently

pleasant stimuli marketing implication

1. Visual attractiveness increases the likelihood of a stimulus (e.g., advertisement) being noticed Familiar, pleasant, or nostalgic music can all be used to attract attention. 2. Providing a pleasurable experience through humor can draw consumers into an ad

categorization marketing implication

1. When a product is categorized as a member of a category, we infer that the product shares features typical of that category (inference), 2. Categorization influences the extent to which consumers think about it (elaboration); if we have problems categorizing something we tend to think about it more, 3. Categorization influences consumers' feelings about an object; the object might be evaluated based on our feelings towards the category (evaluation

hemispheric lateralization

1. how the two hemispheres of our brain work; in case of focal attention hemispheres are processing information; right hemisphere processes stimuli in the left visual field and vice versa 2. right hemisphere processes music and spatial information, makes inferences, draws conclusions. 3. left hemisphere processes unfamiliar words, counts, forms sentences

preattentive processing

1. when information is being processed from peripheral vision even when one is not aware of doing so 2. depends on whether the stimulus is a picture or a word, and, whether it is on the right or left of our focal attention

scripts

1.A special kind of a schema representing knowledge of a sequence of actions 2. Helps in accomplishing tasks quickly and easily 3. Absence of a script extends the time of performing a task

Personal Relevance: Inconsistency with Attitudes/Prior Knowledge

1.When inconsistency with attitudes/knowledge occurs, we try to remove or at least understand the inconsistency. 2. more motivated to process information that is moderately inconsistent. 3. Little/no motivation to process information highly inconsistent

when do we perceive stimuli

Absolute threshold, Differential threshold, Subliminal perception

why selective exposure occurs

Avoidance occurs because of lack of desire to process all information; lack of desire to be exposed to stimulus that are irrelevant; prior knowledge; parents also limit the exposure for their children

changing schemas marketing implication

Changing a schema, image, or personality may be necessary; associating offerings with new images can help alter the existing schema

levels of subjective comprehension

Consumers may make different interpretations of messages depending on the depth of elaboration they engage in when processing the message

Why do consumers differ in knowledge

Cultural System and Level of Expertise

intelligence, education, and age

Higher levels of intelligence and education enhance the consumer's ability to process information that is more complex and to make decisions

how to improve objective comprehension

Keep the message simple; repeat it within a communication and over time; present it in different forms.

personal relevance: needs

Needs can be classified in various ways: 1. Maslow's Hierarchy, and 2. Social & Non social; Functional, Hedonic, Symbolic

types of perceived risks

Performance Risk; Physical Risk; Financial Risk; Psychological Risk; Time Risk; Social Risk

attention

Process of devoting mental activity to a stimulus

subjective comprehension

Reflects the meanings consumers generate from a communication, whether or not these meanings were intended by the sender

how consumers handle risks

Seek Information; Stay Brand Loyal; Select by Brand Image; Rely on Store Image; Buy the Most Expensive Model; Seek Reassurance

subliminal perception

Stimuli that are too weak or too brief to be consciously seen or heard may be strong enough to be perceived by one or more receptors

two categories of knowledge structures

Taxonomic categories and Goal derived categories

consumer opportunity

Time, Distraction, Amount of information, Repetition of information, Control of information

True or False? There are schemas for several entities?

True

True/False: Objects can be a part of a taxonomic and goal derived category

True

creating schemas marketing implications

a) Important to help consumers better understand what a product or company is, what it can do for them, and how it is different from the competition b) May be created by brand extensions, licensing, and brand alliances

surprising stimuli marketing implication

a) Stimuli that are new are more likely to attract attention b) Using unexpectedness: in terms of placement or content c) Puzzles or other exercises that engage the consumer attract attention because they require resolution on the part of the consume

personal relevance: nonsocial

achievement is not based on other people

goals

an outcome or an end state that a person would like to achieve

limited attention

attention to multiple things take place when it is automatic, well practiced, and effortless

Motivation to process information is conceptualized in terms of consumer's ________ with the information stimuli

involvement

scripts are best at helping marketers to better understand how consumers?

buy and use an offering

divided attention

capable of dividing the attention span into units and allocating accordingly

complexity of information

cognitively complex consumers are more likely to engage in complex processing, accepting a greater amount of diverse information when making a decision

approach-avoidance

conflict occurs when a given behavior is seen as both desirable and undesirable because it satisfies some of the consumer's needs but fails to satisfy others

approach-approach

conflict occurs when the consumer faces the task of choosing among two or more equally desirable options that fulfill different needs

avoidance-avoidance

conflict occurs when the consumer faces the task of choosing between equally undesirable options

felt involvement: affective

expending emotional energy in or has heightened feeling about an issue, activity, or an offering

product knowledge and experience

experts are able to process more complex information than novices; Experts process more extensively when presented with attribute information ("what it does"), whereas novices process benefit information ("what it does for me") more extensively

personal relevance: social

externally directed and relate to other individuals

Behaviors are ____ and may take considerable _______

goal driven; effort

Marketer tries to minimize risk for the consumer by providing _______

guarantees

personal relevance: symbolic

how we perceive ourselves and how others perceive us; desire for products that help in identifying such perceptions

content

information already known

high context cultures

interpret messages differently based on the characteristics of the message sender

money

lack of money constrains consumers who might otherwise have the motivation to engage in monetary exchanges with marketers

personal relevance: functional

may be social or nonsocial; relates to searching for products solving consumption related problems

as we move from subordinate to subordinate levels?

more attributes are used to describe the objects

felt involvement: enduring

ongoing and long term; exhibited for a few offerings only

What Affects Motivation?

perceived risk; personal relevance; moderate inconsistency with prior attitudes

maslow's hierarchy of needs

physiological, safety, belongingness, ego, self-actualization

categorization

process of labeling an external stimulus based on its similarity to one's knowledge content

personal relevance: hedonic

reflects the inherent desire for sensory pleasure

needs can be used to _____ markets

segment

low context cultures (U.S.)

separate a message from the context in which it appears

cognitive style

some prefer visual information whereas others prefer verbal information

Individuals strive to reduce ______

tension

felt involvement: cognitive

thinking about & processing information related to one's goal; goal includes learning about the offering

felt involvement: situational

this is true in most cases; a kind of a temporary involvement

what is the order of driving force, unfulfilled need, tension

unfulfilled need, tension, driving force

comprehension

using knowledge content to understand what has been categorized

personal relevance

values, needs, and goals (to the extent that product characteristics are associated with values, needs, and goals, one will experience a strong involvement with the product)

structure

way information is organized or categorized