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19 Cards in this Set
- Front
- Back
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What is Market Aggregation? |
is the opposite of market segmentation - a single-product, one size fits all strategy in which individual differences among consumers are ignored. |
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Perception |
process of receiving, selecting, and interpreting environmental stimuli with the five senses. Communication gateway to the consumer. |
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Phenomenal absolutism |
- the assumption that everyone perceives the world as we do. |
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Sensation |
The bodies first and immediate response to a stimulus. |
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The perceptual process |
1. Sensory Exposure: sight, sound, smell, taste, touch. 2. Attention: focusing on one or more environmental stimuli while potentially ignoring others 3. Comprehension: understanding new info by relating it to info already stored in memory |
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Information Overload |
The world is changing faster and faster and its not going to decrease the amount of info a person is exposed to. |
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Absolute threshold |
minimum level of stimuli needed to experience sensation. - as driving to a sign, you will not be able to understand it until you can see it. |
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Just noticeable difference (j.n.d) |
the incremental change required to detract a difference between two similar stimuli. |
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Sensory Thresholds |
More products are downsizing |
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Weber's Law |
The ability to sense change in a stimulus depends on the strength of the original stimulus. |
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Adaptation |
The process of becoming desensitized to sensual stimuli. 1. High repetition: advertising wear-out 2. Simplicity: becoming part of the scenery 3. Low intensity: little input from the sensory system |
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Subliminal Perception |
- the unconscious awareness of a stimulus. - beneath the absolute threshold - consumers do not consciously process subliminal messages |
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Consumers posses limited cognitive capacity |
short-term memory: were small bits of information are stored for a short period of time. |
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Arousal |
State of physically wakefulness or alertness. Arousal increases attention. |
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Voluntary Attention |
Voluntary Influences: Consumers are more likely to attend to information that is related to their: - interest - knowledge - expertise - current needs |
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Involuntary Selective Attention |
- Rooted in the nature of the stimulus. - the stimuli it self is difficult to ignore or tune out. |
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Salient Stimuli |
Draw consumers' attention involuntarily because they are interesting and different. - Novel, intense, and complex -red absolut vodka, driving into a mouth |
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How do marketers generate attention? |
Novelty: new, original, different, or unexpected. Intensity: Loudness, brightness, length Complexity: stimuli that require substantial cognitive processing. |
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How do marketers generate attention? |
Vivid stimuli: draws attention involuntarily. - emotionally interesting - concrete and imagery provoking |
