Consumer Behavior - Chapter 3

Product placement

Arranging for a product to be shown in a movie, TV show, or digital game.

Marketing Stimuli

Information about offerings communicated either by the marketer (such as ads) or by nonmarketing sources (such as word of mouth).

Zipping

Fast forwarding through commercials on program recorded earlier.

Stimulus intensity of smell

It can be measured by concentration of the stimulus in a substance or in the air.

Stimulus intensity of colors

It can be measured by properties like lightness, saturation, and hue.

Stimulus intensity of sounds

It can be measured in decibels and frequencies.

Stimulus intensity of touch

It can be measured in terms of pounds or ounces of pressure.

Concreteness

It is defined as the extent to which a stimulus is capable of being imagined.

Miscomprehension

It occurs when consumers in accurately construe the meaning contained in a message.

U.S. Federal Trade Commission (FTC)

It requires that advertorials and infomercials be clearly labeled but the disclosure generally attracts less attention than the rest message.

Using attractive models, using music, using humor

Make stimuli pleasant using:

Using novelty, using unexpectedness, using a puzzle

Make stimuli surprising using:

High-context cultures

Much of a message's meaning is implied indirectly and communicated non-verbally rather than stated explicitly through words.

Prominent stimuli, concrete stimuli, amount of competing stimuli, and contrast with competing stimuli

Four Characteristics Make Stimuli Easy to Process

Make stimuli personally relevant, make stimuli pleasant, make stimuli surprising, and make stimuli easy to process

Steps to Attract Consumer's Attention

Concrete stimuli

Stimuli are easy to process if they are concrete rather than abstract.

Subliminal Perception

The activation of sensory receptors by stimuli presented below the perceptual threshold.

Absolute Threshold

The amount of intensity needed for a person to detect a difference between something & nothing.

Stimulus intensity of taste

The bitterness of bees is measured in IBUs (International Bitterness Units).

Inferences

The conclusions that consumers draw or interpretations that they form based on the message.

Perceptual Fluency

The ease with w/c information is processed.

Zipping and zapping

Two types of Selective Exposure

Zapping

Use of remote to switch channels during commercial breaks.

Focal attention

What happens when we focus on a stimulus.

Subjective Comprehension

What the consumer understands from the message, regardless of whether, this understanding is accurate.

Image location on package

Where product images are located on a package can influence consumer's perceptions and preferences.

Color

A crucial factor in visual perception.

Infomercial

A long-form commercial sponsored by a marketer.

Advertorial

Advertising that takes the form of editorial content.

Attention is limited, attention is selective, and attention can be divided

Characteristics of Attention

Low-context cultures

Consumers are generally separate the words and meanings of a communication from the context in w/c the message appears.

Size and shape

Consumers perceive that packages in eye-catching shapes contain more of a product.

Nonfocal attention

Simultaneously being exposed to other stimuli.

Prominent Stimuli

Stand out relative to the environment because of their intensity.

Objective Comprehension

The extent to w/c the consumers accurately understand the message a sender intended to communicate.

Differential Threshold/Just Noticeable Difference (j.n.d.)

The intensity difference needed between two stimuli before they are perceived to be different.

Prominence

The intensity of stimuli that causes them to stand out relative environment.

Absolute Threshold

The minimal level of stimulus intensity needed to detect a stimulus.

Preattentive Processing

The non-conscious processing of stimuli in peripheral vision.

Closure

The principle that individuals have a need to organize perceptions so that they form a meaning whole.

Figure and ground

The principle that people interpret stimuli in the context of a background.

Perceptual organization

The process by w/c stimuli are organized into meaningful units.

Habituation

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

Exposure

The process by which the consumer comes in physical contact with a stimulus.

Perception

The process of determining the properties of stimuli using vision, hearing, taste, smell, and touch.

Source Identification

The process of determining what the perceived stimulus actually is.

Comprehension

The process of extracting higher-order meaning from what we have perceived in the context of what we already know.

Sensory Marketing

The process of systematically managing consumer's perceptions and experiences of marketing stimuli.

Lettering

The size and style of the lettering on a product or in an ad can attract attention and support.

Weber's Law

The stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different.

Grouping

The tendency to group stimuli to form a unified picture or impression.

Bias for the whole

The tendency to perceive more value in a whole than in the combined parts that make up a whole.