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16 Cards in this Set
- Front
- Back
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Exposure |
Occurs when a stimulus is placed within a person's relevant environment and comes within range of their sensory receptor nerves. |
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Selective Exposure |
Highly selective nature of consumers, only pass what they want |
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Strategies to adapt for selective exposure |
- Forced exposure - Product placement |
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Attention |
Occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing. Highly selective |
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Effects of stimulus factors on attention |
Size - bigger is better Intensity - Loudness, brightness, length & repetition Color & movement - brightly colored moving receive more attention Isolation Contrast & expectations - higher stimulus if contrasting colors |
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Motivation individual factors |
A drive state created by consumer interests and needs. |
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Ability individual factors |
The capacity of individuals to attend to and process information |
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Clutter (situational factors) |
The density of stimuli in the environment |
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Program involvement (situational factors) |
How interested viewers are in the program or editorial content surrounding the Ads |
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Subliminal Stimuli |
A message presented so fast, softly or masked by other messages that one is not aware of seeing or hearing it. |
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Interpretation |
Meaning to sensations Relative rather than absolute, subjective, can be cognitive or emotional process |
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Cognitive Interpretation |
A process whereby stimuli are placed into existing categories of meaning. |
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Affective interpretation |
Emotional or feeling response triggered by a stimulus such as an ad. |
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Organization Stimulus: Closure |
Presenting an incomplete stimulus with the goal of getting the consumer to complete it and thus become more engaged and involved. |
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Stimulus Changes: Just noticeable difference |
The minimum amount that one brand can differ from another (or previous version) with the difference still being noticed. |
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Just noticeable difference and how it's used |
The higher initial level of an attribute, the greater that attribute must be changed before the change will be noticed. |
