Mktg Ch 3

Front 1

exposure

Back 1

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

Front 2

marketing stimuli

Back 2

information about offerings communicated either by the marketer via ads, salespeople, brand symbols, packages, signs, prices, and so on by non-marketing sources, eg. the media or word of mouth

Front 3

exposure con't

Back 3

tv, internet, newspaper, magazine, billboard, cell phone, movies, store shelves, social media, conversation, radio etc

Front 4

consumers can be exposed to marketing stimuli at the

Back 4

buying
using
disposing stages of consumption

Front 5

selective exposure

Back 5

consumers can actively seek certain stimuli and avoid others.
ex. DVR, pop up blocker, spam filters, do not call lists, "zapping" or "zipping"

Front 6

Zapping

Back 6

use of a remote control to switch channels during commercial breaks

Front 7

zipping

Back 7

fast-forwarding through the commercials recorded on a vcr or dvr

Front 8

attention

Back 8

the process by which an individual allocates part of his/her mental activity to a stimulus

Front 9

attention has 3 key characteristics

Back 9

1. it is Selective
2. it is Divisible
3. it is Limited

Front 10

Attention is Selective

Back 10

means that we decide what we want to focus on at any one time

Front 11

attention is divisible

Back 11

we can parcel our attentional resources into units and allocate some to one task and some to another

Front 12

attention is limited

Back 12

we can attend to multiple things only if processing them is relatively automatic, well practiced, and effortless.

Front 13

preattentive processing

Back 13

the non-conscious processing of stimuli in peripheral vision

Front 14

marketing steps to attract consumers' attention

Back 14

1. make stimuli personally relevant
2. make stimuli pleasant
3. make stimuli surprising
4. make stimuli easy to process

Front 15

make stimuli personally relevant

Back 15

make it appeal to the needs, values, emotions, or goals of consumers.
show sources similar to the target audience.
many ads feature "typical consumers" hoping that they will relate

Front 16

make stimuli pleasant

Back 16

use attractive models, using familiar songs and popular entertainers attract us in pleasant ways. also using humor can be effective.

Front 17

make stimuli surprising

Back 17

we are more likely to notice any marketing stimulus that is new or unique (novelty)
using unexpectedness,
and using a puzzle

Front 18

make stimuli easy to process

Back 18

Prominent stimuli stands out relative to the environment bc of their intensity.
stimuli are easier to process if they are more concrete rather than abstract
contrasting stimuli is easier to process
and stimuli are easier to process when few things surround them to compete for your attention

Front 19

habituation

Back 19

the process by which a stimulus loses its attention-getting abilities by virtue of its familiarity

Front 20

perception

Back 20

the process by which incoming stimuli activate our sensory receptors: eyes, ears, taste buds, skin, and so on

Front 21

perceiving through vision

Back 21

shape, size, texture, color, light, lettering/font

Front 22

perceiving through hearing

Back 22

music, product sounds, service environments, sound tags, jingles, voices, volume, etc.
marketers key into a sound and point it out. ex Kellogs crunch commercial
sound tag: mcdonalds jingle

Front 23

perceiving through touch

Back 23

weight, texture, temperature, rigidity, etc.
touch increases perceived ownership.
weight- heuristic for quality
salesman-touch increases compliance

Front 24

perceiving through taste and smell

Back 24

smell tied to memory and other associated cognitions
-branded smell: starbucks, abercrombie, bath and body works

Front 25

absolute threshold

Back 25

the minimal level of stimulus intensity needed to detect a stimulus

Front 26

differential threshold
also called
Just noticeable difference (JND)

Back 26

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

Front 27

Weber's law

Back 27

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

Front 28

subliminal perception

Back 28

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

Front 29

perceptual organization

Back 29

the process by which stimuli are organized into meaningful units

Front 30

figure and ground

Back 30

people interpret stimuli in the context of the background.
The figure is well defined and in the forefront (the focal point) where the ground is indefinite, and in the background

Front 31

closure

Back 31

individuals are driven to mentally complete an incomplete stimuli, so that they form a meaningful whole

Front 32

grouping

Back 32

the tendency to group stimuli to form a unified picture or impression to form a complete picuture