question

consumer behavior depends on what (5)

answer

exposure perception attention memory learning

question

perceptions relies on what

answer

5 senses

question

vision

answer

wrapping color indicating flavors or scents

question

smell

answer

scratch offs store having scent-abercombie

question

sound

answer

jingles types of music played/volume

question

touch

answer

samples, textures, holding bottle

question

exposure

answer

"The process by which the consumer comes into contact with the stimulus."

question

"contact"

answer

interacting with 5 senses

question

"stimulus"

answer

seeing the product or smelling the product

question

mere exposure

answer

The mere presentation of a cue (e.g. a brand) leads to increased liking of that cue even without people being aware

question

fluency

answer

easier to process information

question

What if the target product is not the "highest quality" product?

answer

you will start to like it because exposed to it alot

question

consequence of too much mere exposure

answer

Sub-optimal consumer choice

question

product placement

answer

put product in tv/movies

question

subliminal perception

answer

Stimuli are presented below the threshold of recognition

question

popcorn experiement

answer

-45,699 persons -Subliminal Advertising Experiment in movies -Stimuli: Drink Coca Cola and Eat Popcorn -Behavior: 57.8 % increase in sales of Popcorn, 18.1% increase in sales of Coca-Cola -However.... proved to be false but plenty of work in Marketing on unconscious processing

question

what do we percieve?

answer

Just-noticeable (meaningful) difference (JND)/ Weber's Law

question

Weber's Law

answer

The amount by which two stimuli must differ before a person can perceive that they are different.

question

weber law example

answer

notice $1 change in price more on $3 product than on $1,000 product

question

Just-noticeable (meaningful) difference (JND)/ Weber's Law AKA

answer

differential threshold

question

how do you test limits

answer

-Increase the difference between two identical stimuli until the person says "they're different." -Decrease the difference between two stimuli until the person says "they're the same."

question

When raising price, do it in small steps when...

answer

below JND

question

When lowering price, do it in big steps when ..

answer

above JND

question

JND package size

answer

-Decrease package size by small amount -Increase package size by large amount

question

JND product quality

answer

Decrease quality by small amount

question

packaging changes

answer

-If you want to maintain image, make many small changes -If you want to change image, make fewer large changes

question

perception map tells us

answer

-Compare your brands to other brands -Find out who your competitors are -What are your strengths? How do you position yourself?

question

how do you create perceptual map

answer

Ask your customers what attributes are important to them and how they feel about your product AND your competitors product

question

Once you know what consumers think what do you do

answer

you must decide how to move consumers actual perception toward desired perception.

question

attention

answer

The processes by which we devote mental activity to a stimulus

question

characteristics of attention

answer

-Can be voluntary or involuntary. -Can be divided (with varying degrees of success). -Is limited, therefore must be selective.

question

how many commercials do we see in a week

answer

700

question

how do messages get through

answer

Novelty/ Expectation violation POsition

question

Novelty/ Expectation violation

answer

-Unexpected ad or product format -Unexpected ad placement *we pay more attention to things we dont expect to see

question

position

answer

Ex: Placement within magazine Back cover Near front, right of page Ex: Placement on store shelves

question

adaptation

answer

We adapt, or habituate, to stimuli which leads to innattention

question

what does adaptation tell marketers

answer

need to keep ad campaigns current and fresh

question

Interpretational Biases

answer

Refers simply to the meaning we assign to sensory stimuli trying to "make sense" of things

question

ambiguousness and perceptual bias

answer

The more ambiguous/uncertain the stimuli, the higher the likelihood of perceptual biases (very subjective)

question

ex ambiguous

answer

clothing, food ---more taste guided

question

ex unambiguous

answer

laptop: facts on variety, memory, can rank a product

question

Consumers can be biased by (5)

answer

-Their schemas or set of beliefs -The country of origin -Their affective states - mood and emotions -Their preferences for specific brands -Price

question

Their schemas or set of beliefs

answer

French wines are better; darker coffees are stronger

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the country of origin

answer

Made in France? Made in Italy? Made in U.S.A

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Their affective states - mood and emotions

answer

humor in ads

question

Their preferences for specific brands

answer

Can you notice the differences in taste between Coke and Pepsi, Gatorade and PowerAde, etc.? Are you sure?

question

price

answer

Does price imply quality?

question

learning

answer

A relatively permanent change in behavior caused by experience and developing automatic responses to a situation built up through repeated exposure to it

question

experiences are shaped by what

answer

feedback they recieve as they go through life

question

actions result in what

answer

rewards and punishments, which influences future responses to similar situations

question

Classical Conditioning- Pavlov

answer

Stimulus (unconditioned stimulus - UCS) that elicits a response is paired with another stimulus (conditioned stimulus - CS) that initially does not elicit a response on its own. Over time, this second stimulus (CS) causes a similar response because it is associated with the first one (UCS).

question

mcdonalds classical consitions

answer

UCS- the smell CS-the logo CR- getting hungry

question

conditiong success

answer

Repeated CS + UCS pairings are important. CS should not be presented too often without UCS.

question

Conditioned Product Associations

answer

Ads often associate a product with a positive stimulus to create a desirable association E.g., Pleasant atmosphere at a Starbucks coffee shop (UCS) over time can be associated with the coffee (CS).

question

extinction

answer

Danger of Extinction exists if the association is not there anymore E.g., Selling Starbucks products at the supermarkets.

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Stimulus Generalization

answer

-Similarity in product leads to similarity in response -Positive feelings associated with a product are hoped to be transferred to brand extensions and private brands -Licensing

question

Stimulus Discrimination

answer

Refers to situations when we respond differently to the stimuli (i.e. products) because we can notice the difference why pepsi and coke look so different

question

Evaluative Conditioning in Marketing

answer

Often evaluation of an UCS is transferred onto the CS.

question

pens and music

answer

given pens to play with some heard good music others bad when asked to keep pen or get new pen good music people kept pen

question

Reinforcement through Feedback

answer

-Continuous reinforcement schedule -Fixed ratio schedule -Variable ratio schedule

question

Continuous reinforcement schedule

answer

everytime you fly people are nice

question

Fixed ratio schedule

answer

you know once u get 25,000 miles you get a free flight

question

Variable ratio schedule

answer

winning money on a bottle cap

question

Marketers can (and do) reinforce or punish consumers indirectly by

answer

by showing what happens to desirable models who do or do not use their products

question

Social Learning Theory/Observational Learning

answer

We don't have to be the one learning Occurs when people watch the actions of others and note reinforcements received for their behaviors bobo dolls

question

Memory involves

answer

process of acquiring information and storing it over time so that it can be retrieved when needed.

question

info aquisition and purchasing time

answer

Info acquisition time often differs from purchasing time

question

info storage influenced by what

answer

Information storage is influenced by existing info in memory

question

Short-Term Memory

answer

Where we encode and interpret information

question

short term memory storage

answer

Holds limited amounts of information until it is: Used in response Stored more permanently Lost

question

long term memory

answer

Holds information more permanently after it has been transferred from STM.

question

long term memory storage

answer

unlimited capacity

question

Knowledge is often organized how

answer

categories-Objects that share similar concrete or abstract attributes are clustered together, usually in a hierarchical form. (e.g., Gatorade is a beverage, but not a juice).

question

categorization.

answer

The process of organizing these similar objects is called categorization.

question

categorization for marketers (5)

answer

-helps positioning -defines competition -influences product evaluation -influences memory -influences expectations about product location in supermarkets

question

helps positioning

answer

Is Propel "water", "energy drink", "soft drink", "juice"?

question

defines competition

answer

, Does Propel compete against Perrier?

question

influences product evaluation

answer

Propel is Gatorade - Positive Attitude

question

Categorization influences memory

answer

, When I think about water, do I think about Propel

question

Categorization influences expectations about product location in supermarkets

answer

Is Propel among the energy drinks or among the bottles of water?

question

nodes

answer

folders

question

schemas

answer

made up of folders

question

how do we categorize

answer

concrete attributes

question

schemas madeup of what

answer

consideration sets

question

Recall versus recognition

answer

Recognition scores tend to be more reliable than recall scores --> in reality more retrieval cues are available to consumers

question

Why important to measure memory of ads?

answer

-Companies spend millions of dollars on advertising -7 percent of television viewers can recall the product or company featured in the most recent TV commercials they watched

question

chunking

answer

A group of items that can be processed as a unit Limit is 5+/-2 items

question

rehearsal

answer

Actively and consciously interacting with the material (jingle/ slogans)

question

Recirculation

answer

Remembering via repetition without active rehearsal (street names/ mall stores)

question

Elaboration

answer

Processing at a deeper level - relate it to existing information and past experience

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