Consumer Behavior: Building Marketing Strategy, Chapter 8 Perception – Flashcards
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Information Processing
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A series of activities by which stimuli are perceived, transformed into information, and stored.
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What is another word for Information Processing?
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Analyzing
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Perception
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Exposure, attention, interpretation (which are the first three steps in the information-processing model; the fourth is memory)
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How does information processing differ from Perception?
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Information processing adds the fourth, crucial step of "memory."
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Exposure
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Occurs when a stimulus is placed within a person's relevant environment and comes within range of their sensory receptor nerves; provides consumers with the opportunity to pay attention to available information, but in no way guarantees it.
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What determines which stimuli an individual will be exposed to?
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Most of the stimuli that individuals are exposed to is "self-selected," that is that people deliberately seek out exposure to certain stimuli and avoid others; generally people seek information that they think will help them achieve their goals.
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How do marketers utilize this knowledge?
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Zipping
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Fast-forwarding through a commercial on a recorded program.
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Zapping
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Switching channels when the commercials come on.
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Muting
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Turning the sound off during commercials.
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Ad Avoidance
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Involves using zipping, zapping, and muting to selectively avoid exposure to advertising messages.
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Product Placement
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Marketers increasingly seek to gain exposure by placing their brands within entertainment media, such as in TV programs, in exchange for payment or promotional or other consideration.
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Permission-Based Marketing
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Consumers "opt in" to receive email-based promotions; example: one might register online to receive coupons or regular updates/newsletters about a company's products/services
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Infomercials
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Program-length television commercials with a toll-free number and/or web address through which to order or request additional information.
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Attention
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Occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing.
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What are the stimulus factors affecting attention?
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Size, intensity, attractive visuals, and color/movement, position, isolation, format, contrast/expectations, interestingness, information quantity
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What three factors determine which stimuli an individual will attend to?
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Stimulus, the Individual, and the Situation.
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How do marketers utilize this?
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What are the stimulus factors affecting attention? Give an example of each.
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Size, intensity, attractive visuals, and color/movement, position, isolation, format, contrast/expectations, interestingness, information quantity
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What are the individual factors affecting attention?
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Motivation and Ability
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How do smart banners use the concept of involvement to gain attention?
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Smart banners: banner ads that are activated based on terms used in search engines; specific banners pertaining to previous web searches will "follow" you around the internet.
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Give a specific example indicating how individual factors affected your perception of a stimulus?
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What are the situational factors affecting attention and how do they affect attention?
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Clutter and program involvement; clutter affects attention because when there is too many displays, people pay less attention to them; program involvement affects attention because when viewers are more involved with the program they're watching, it influences attention to the ad in a positive direction.
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Give a specific example indicating how situational factors affected your perception of a stimulus.
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What is meant by interpretation?
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The assignment of meaning to sensations.
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Cognitive Interpretation
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A process whereby stimuli are placed into existing categories of meaning.
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Affective
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The emotional or feeling response triggered by a stimulus such as an ad.
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What is the difference between Cognitive and Affective Interpretation?
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How can contextual cues affect interpretation?
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Example: color can give a feeling of relaxation (blue), nature of the ad programming can affect interpretation because some marketers believe that advertising during news programs can negatively affect interpretation
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Sensory Discrimination
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The physiological ability of an individual to distinguish between similar stimuli; involves variables such as the sound of stereo systems, the taste of food products, or the clarity of display screens
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What does it mean to be above or below a just noticeable difference (j.n.d.)?
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Describe the ethical concerns about missing information and the inferences consumers make (p. 294-295).
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