Consumer Behaviour 2

Front 1

What is a hedonic consumption?

Back 1

emotional aspects of consumers interactions with products. Ex: the distinctive hog sound of the harley davidson bike

Front 2

Describe sensory marketing?

Back 2

Companies pay extra attention to the impact of sensation on our products experiences. Companies know that our senses help us decide which products appeal to us

Front 3

What is a trade dress?

Back 3

when colors are strongly associated to the company such as the red and white can of coke

Front 4

What is Kansei engineering?

Back 4

a Japanese Philosophy that translates customers' feelings into design elements. Ex: making the product and the user feel as one

Front 5

What is exposure?

Back 5

The degree to which people notice a stimulus that is within range of their sensory receptors. Consumers concentrate on some stimuli, are unaware of others, and even go out of their way to ignore some messages.

Front 6

What do psychophysics study?

Back 6

They study how the physical environment is integrated into our personal. subjective world.

Front 7

What is the absolute threshold?

Back 7

the minimum amount of stimulation that can be detected on a sensory channel.

Front 8

What is the differential threshold?

Back 8

the ability of a sensory system to detect change in a stimulus or differences between two stimuli.

Front 9

What does JND stand for?

Back 9

Just noticeable difference

Front 10

Describe Weber's Law.

Back 10

It is a formula that is used to describe how the stronger the initial stimulus, the greater the change must be for it to be noticed.

Front 11

What is subliminal perception?

Back 11

When the stimulus is below the level of the consumer's awareness

Front 12

What are embeds?

Back 12

they are tiny figures that are inserted into magazine advertising by using high-speed photography or airbrushing. These hidden figures, usually of a sexual nature, supposedly exert strong but unconscious influences on innocent readers.

Front 13

What is the definition of attention?

Back 13

The extent to which the brain's processing activity is devoted to a particular stimulus.

Front 14

What is rich media?

Back 14

is when the element of the ad will surprise you with movement. Ex: a computer ad when you move the mouse over it, it will move

Front 15

What is perceptual selectivity?

Back 15

This is when people attend to only a small portion of stimuli to which they are exposed.

Front 16

What is perceptual vigilance?

Back 16

It is a factor of selective exposure. It is when you notice things more when you are aware of them such as car ads when you are looking for a new car.

Front 17

What is adaptation?

Back 17

It is the degree to which consumers continue to notice a stimulus over time. The process of adaptation occurs when consumers no longer pay attention to a stimulus because it is so familiar.

Front 18

What are the 4 main factors that can lead to adaptation?

Back 18

1. Intensity:
less-intense stimuli (soft sounds or dim colours) habituate because they have less of a sensory impact
2. Duration:
Stimuli that require relatively lengthy exposure to be processed tend to habituate because they require a long attention span.
3. Discrimination:
Simple stimuli tend to habituate because they do not require attention to detail.
4. Exposure:
frequently encountered stimuli tend to habituate as the rate of exposure increases
5. Relevance:
Stimuli that are irrelevant or unimportant will habituate because they fail to attract attention.

Front 19

What are the ways in which stimulus can differ from other around them?

Back 19

size: contrast to competitor
color: powerful way to draw attention or give distinct identity
position: stimuli that are in places where we're more likely to look stand a better chance of being noticed

Front 20

What is interpretation?

Back 20

refers to the meanings that people assign to sensory stimuli. Ex: mcdonalds fries taste better in their packaging rather than a plain package

Front 21

What is a schema?

Back 21

a set of beliefs to which the stimulus is assigned. Certain properties of a stimulus will more likely evoke a schema than others (known as priming)

Front 22

What is Gestalt psychology?

Back 22

A school of thought maintaining that people derive meaning from the totality of a set of stimuli rather than from any individual stimulus. Ex: principle of closure, principle of similarity, figure-ground principle

Front 23

Describe the three different principles of gestalt psychology.

Back 23

1. closure:
when consumers tend to perceive an incomplete picture as complete.
2. similarity:
when consumers tend to group together objects that share similar physical characteristics.
3. figure-ground:
when one part of a stimulus will dominate while other parts recede into the background.

Front 24

What is semiotics?

Back 24

understanding how consumers interpret the meanings of symbols. Semiotics is important to understanding consumer behaviour since consumers use products to express their social identities.

Front 25

What are the three basic components of marketing from a semiotic perspective?

Back 25

object, sign or symbol.

Front 26

Describe the "object, sign or symbol" in semiotic marketing?

Back 26

object- the product that is the focus of the message (canadian brand of beer)
sign- the sensory imagery that represents the intended meanings of the object.(Joe representing the typical Canadian male)
interpretant- the meaning derived (true Canadian identity)

Front 27

What is hyperreality?

Back 27

refers to the becoming real of what is initially simulation of "hype". Advertisers create new relationships between objects and interpretants by inventing new connections between products and benefits.

Front 28

What is the positioning strategy?

Back 28

this is the fundamental part of a company's marketing efforts as it uses elements of the marketing mix (product, design, price, distribution, and marketing communications)

Front 29

Name the 6 positioning dimension.

Back 29

1. Price leadership
2. Attributes
3. Product Class
4. Occasions
5. Users
6. Quality