chapter 8 CB
Affective interpretation
feelings or emotional response
What stages of perception process are important for MEDIA STRATEGY (Txstate football communications)
Exposure
Situational Factors
Include stimuli in the environment other than the focal stimulus and temporary characteristics of the individual that are induced by the environment
What is attention?
Occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing.
Contextual cues affect interpretation
Packaging can bias perceptions. Negative programming (news) can affect mood response to advertised products.
Brand extension
an existing brand enters a new product category using the same name
Smart banners
banner ads that are activated based on terms used in search engines
stages in the perception process
exposure attention interpretation
Which of the following factors tends to increase attention to a stimulus?
high program involvement
information overload
occurs when consumers are confronted with so much information that they cannot or will not attend to all of it
Product placement
placing products into movies and television shows
Perception holds critical implications for marketing strategy regarding
retail strategy brand name and logo development media strategy package design and labeling
What stages of perception process are important for RETAIL STRATEGY (pet store)
All 3 - Exposure, attention, interpretation
Individual Factors
Are characteristics which distinguish one individual from another
Stimulus Factors
Are physical characteristics of the stimulus itself
What stages of perception process are important for BRAND/LOGO DEVELOPMENT (backpack)
Attention and interpretation
What stages of perception process are important for CREATING ADVERTISEMENTS
Attention and interpretation
What stages of perception process are important for PACKAGING DESIGN AND LABELING (new healthy snack targeting college students)
Attention and interpretation
Information processing:
Is a series of activities by which stimuli are perceived, transformed into information, and stored.
Stimulus Factors Affecting Attention
Size Intensity Attractive Visuals Color Movement - Ipod Position Isolation - white space Format - Fedex Contrast and Expectations Interestingness sequel Information Quantity
Interpretation can best be described as:
The assignment of meaning of sensations.
What is sensory discrimination?
The physiological ability of an individual to distinguish between similar stimuli.
Attention is determined by these three factors:
The stimulus, the individual, and the situation
Co-branding
an alliance in which two brands are put together on a single product
Cognitive interpretation
categories of meaning
Contextual cues
characteristics of the situation that play a role in consumer interpretation independent of the actual stimulus
Exposure
occurs when a stimulus is placed within a person's relevant environment and comes within range of their sensory receptor nerves.
Affective interpretation
the emotional or feeling response triggered by a stimulus such as an ad
Just noticeable difference
the minimum amount that one brand can differ from another (or from its previous version) with the difference still being noticed
What is cognitive interpretation?
the process whereby stimuli are placed into existing categories of meaning
What is permission-based marketing?
the voluntary and self-selected nature of online offerings where consumers "opt in" to receive email-based promotions
