Consumer Behavior Exam 2

Front 1

information processing

book def

Back 1

A series of activities by which stimuli are perceived, transformed into information, and stored.

Front 2

information processing stages (4)

Back 2

1. exposure (vision)
2. attention ("seen")
3. interpretation (assignment of meaning)
4. memory (ST for immediate decision making or LT retention)

(1-3 = perception)

Each
Audience
Informs
Men

Front 3

perception

book def

Back 3

Comprised of exposure, attention, and interpretation.

Front 4

perceptual defenders

book def

Back 4

Individuals are not passive recipients of marketing messages.

consumers filter and select marketing and THEY will assign meaning.

Front 5

exposure

random or purposeful?

Back 5

ppl seek information they they think will help them achieve their goals.

Front 6

3 types of ad avoidance

name and define

Back 6

zipping-fast forward
zapping-switch channels
muting-no sound

Front 7

product placement

3 components

Back 7

Avoid, How, Enhance

1. consumers don't try to avoid it
2. exposure shows how/when to use it
3.enhances product image

Front 8

permissive-based marketing

book def
ex.
outcome(2)

Back 8

The voluntary and self-selected nature of online offerings where consumers "opt in" to receive e-mail-based promotions.

ex./register online to receive coupons

outcome
1. consumers control exposure
2. consumers more receptive & responsive

Front 9

attention

book def.

determined by 3 factors (name and ex.)

Back 9

Occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing.

determined by:
1. stimulus-physical ch. (ex. size)
2. individual- distinguishing individual ch. (ex.customer motivation and ability)
3. situation-external environment stimuli (ex./ clutter and program involvement)

Front 10

attention is determined by 3 factors. one is stimulus factors.

10 areas (name, ex.)

Back 10

P.F. 4I. S.AV. CM. CE.

size (big to small)
intensity (loudness, repetition)
attractive visuals (provocative models)
color and movement (warm vs. cool, dynamic animation)
position (physical space and time, high impact zones)
isolation (ex. stand-alone kiosks)
format (ex. straightforward presentation)
contrast and expectations (unexpected=catch consumer eye ex./lip gloss soda ad)
interestingness (increase curiosity, folgers ad series)
info quality (avoid information overload on TVs)

Front 11

adaptation level theory

bok def.

Back 11

familiarity effect- when ads don't change over time, they get boring! lose effectiveness

to beat it: be unique, surprising!

Front 12

attention is determined by 3 factors. one is individual factors.

2 areas (name, discuss)

Back 12

1. motivation (driven by interests and needs)
-product involvement: interest or need in specific category, ST or LT, internal

2. ability- capacity of individual to process info
-brand familiarity- the higher the better

Front 13

behavioral targeting strategy

ex. of medium
used in _____ factor of attention.

Back 13

smart banner-activated based on terms used in search engines.

used in INDIVIDUAL factor of attention

Front 14

attention is determined by 3 factors. one is situational factors.

2 areas (name, discuss)

Back 14

1. clutter (ex./how many ads in walmart aisles)

2. program involvement (how interested in show watching? sex and the city on, im watching commercials!)

Front 15

hemispheric laterization

1. book def (L vs. R)
2. subconscious can relate to __ __ effect

Back 15

1.Applies to activities that take place on each side of the brain.
Left-rational thought. conscious
Right-images and pictorials. nonverbal information

2.subconscious can relate to cocktail party effect (bc you hear name in party, you hear it somehow)

Front 16

subliminal stimuli

type of ___ ____.

Back 16

"hides" key persuasive information within the ad by making it so weak that it is difficult or impossible for an individual to physically detect.

type of NON-FOCAL ATTENTION

Front 17

inattentional blindness

def. ex.

Back 17

def: mental focus can result in
people not perceiving things that they would otherwise
observe. (ex./ pig running across while u counted bounces)

Front 18

interpretation

1. relative or absolute process? often referred to as __ ___.

2. subjective or objective? semantic vs. psychological meaning

3. cognitive interpretation vs. affective interpretation

Back 18

1. relative, referred to as PERCEPTUAL RELATIVITY.

2. subjective (semantic-dictionary def. OR psychological-based on experience)

3. cognitive-placed in EXISTING category but affective-triggers feeling (can have both)

Front 19

4 way to attain exposure

Back 19

MPPP

• Media advertising
• Product placement
• Point of purchase
• Packaging

Front 20

expectations can ___ perception.

Back 20

BIAS!

(ex./ tropicana orange juice vs. unnamed.. you perceive higher performance of tropicana just because you know name!)

Front 21

interpretation-individual ch.

Physiological and psychological traits

how does each affect interpretation?

Back 21

Physiological-sensitivity to taste ex./bitter

psychological-affect intensity-ppl have different levels of emotions

Front 22

expectation bias

1. which step in perception?
2. which type of factor?
3. ex

Back 22

1. interpretation
2. individual factor
3. vanilla and chocolate pudding

Front 23

how situational characteristics affect interpretation

1. context cues (def, indep. of what?)
2. coca cola ex. of situational ch.

Back 23

situation provides context within focal stimulus is interpreted (ex./mood of ind.)

1. context cue is INDEPENDENT of actual stimulus
2. coca cola does not advertise during tragic news (nature of programming is contextual cue.)

Front 24

1. ex. of stimulus characteristics of interpretation (3)

2. consumers react to (3)

Back 24

1. PPD: the product itself, package, in-store display

2. TOC: traits of products, way it's organized, changes in product

Front 25

1. incongruity can (increase, decrease) attention?

2. causes consumers to go beyond what's on page. this is called ___ ____ (think gestalt).

Back 25

1. incongruity INcrease attention WHEN done correctly.

2. rhetorical figures (ex./figure grounding)

Front 26

proximity, closure, figure ground

Back 26

proximity-perceive in same category

closure-brain perceives the completion of something

figure ground-distincts foreground with background.

Front 27

sensory discrimination

book def.
j.n.d.

Back 27

the ability of an individual to distinguish between similar stimuli.

1.just noticeable difference-minimum amount one brand can differ from another, or previous version, with the difference STILL BEING NOTICED. (ex. less salty pretzel)

Front 28

4 quality signals

Back 28

A.PP.W.B

advertising intensity- more recall of brand

Price-perceived=>higher quality

Warranty-higher quality

Brand recognition-higher quality

Front 29

cross promotion def.

Back 29

putting milk ad in cookie aisle

Front 30

3 aspects of brand name (name, ex.)

1. LC (2 vocab)
2. BS (2 vocab)
3. LT

Back 30

1. linguistic consideration-phonemes, semantic meaning

2. branding strategies- brand extension (levi jeans to upscale suits) and co-branding (2 brands together)

Front 31

2 tasks of advertisement

Back 31

get attention and convey meaning