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14 Cards in this Set
- Front
- Back
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Consumer Behavior is routed in... |
Psychology Sociology Anthropology Economics |
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The Compromise Effect |
The tendency to favor middle options. - It is stronger when uncertainty is higher (choice,time, product expertise) -It suggests that you can manipulate choice bymanipulating the range of options |
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The Assumptions of Consumer Behavior |
-Conscious and non-conscious -Rational and irrational -Humans as multifaceted in“goals & roles” -Roles -Goals |
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Perceptual Phenomenon |
1. Attention is strategically allotted based on howuseful the stimuli is 2. Perceptual adaptation - Attention decreases for familiar stimuli 3. Perceptual vigilance - Attention is allotted to active goals and currentneeds Marketing moral is that attention increases for stimuli that is novel and relevant |
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THE COGNITIVE MISER THEORY |
-Our brains are extremely stingy in expendingcognitive resources -A perceptual necessity more than “laziness” |
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Implicit and Explicit Perception |
Implicit- Sensory information that is notthe focus of the consumer’sattention (“under the radar”) Explicit - Sensory information that is thefocus of the consumer’sattention |
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Implicit Perception |
Individuals are unaware that they are processing andusing stimuli they perceive in their environment Occur because our cognitive structure is associational(schemas = related concepts that “go together” to us) |
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The brain’s reliance on schema-basedorganization leads to… |
Priming! |
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Primes work because... |
Our brains are hard-wired inassociational networks. Ourknowledge, memories, and goals areclustered in “sensible” groups. Primes activate concepts, roles, andgoals |
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What does priming mean to marketers? and who is most susceptible? |
Subliminal advertising The intelligent and confident. |
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What can marketers do about implicitperception? |
Understand it What is in the choice environment that can impact myconsumers’ perception or goals? What good/bad rules might people be using to make quickjudgments? |
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What can marketers do about implicit perception? |
Use it (or minimize it) How can I shape the environment to promote the attitude/goal I want? Should I attempt to slow people down if their quick rules arelikely to be detrimental to my product/service? |
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What should marketers ask aboutperception? |
Do my ads grab attention?What do consumersperceive from my ads? What is my product “label”? What is in the choiceenvironment? Priming? What is in the usageenvironment? Priming? |
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What are the 4 tenants of perception? |
AMPS Attention - Novel or relevant Memory - Associated schemas, Labels Priming - Make schema salient (goal, role, concept) Signals - Manage signals, Consistency |
