1
Q
What is information processing?
A
A series of activities by which stimuli are perceived, transformed into information and stored
2
Q
What is perception?
A
The process that begins with consumer exposure and attention to marketing stimuli and ends with consumer interpretations.
NOTE: - Realty and consumer perceptions of that reality are often quite different
ANOTHER VIEW: Perception is the process by which people select, organize, and interpret these sensations.
3
Q
What is the study of perception?
A
The study of perception focuses in what we add to these stimuli or sensations in order to give them meaning.
4
Q
What are the 4 stages of information processing?
A
A series of activities by which stimuli are perceived, transformed into information and stored.
4 stages:
- Exposure
- Attention
- Interpretation
- Memory
5
Q
Which of the 4 stages constitute perception?
A
- Exposure
- Attention
- Interpretation
6
Q
Are consumers passive recipients of marketing messages?
A
Individuals are not passive recipients of marketing messages
Consumers determine the messages they will encounter and notice as well as the meaning they will assign them.
7
Q
What is perceptual defenses?
A
The fact that all aspects of the perception process are extremely selective is referred to as perceptual defenses
8
Q
What forms perception?
A
- Exposure
- Attention
- Interpretation
9
Q
What is exposure?
A
- Occurs when a stimulus is places within a person’s environment and comes within a range of their sensory receptor nerves
- Provides consumers with the opportunity to pay attention to available information but no way guarantees it.
- Most of the stimuli to which individuals are exposed are “Self-selected”
- Consumers can be exposed to random stimuli through commercials, infomercials (call-in), Billboards and display ads.
10
Q
Name 2 types of exposure
A
- Selective exposure
2. Voluntary exposure
11
Q
Describe selective exposure
A
The highly selective nature of consumer exposure is a major concern for marketers, since failure to gain exposure results in lost communication and sales opportunities.
Technology has enabled consumers to increase selective exposure
12
Q
Describe voluntary exposure
A
Sometimes consumers actively seek them out for various reasons including purchase goals, entertainment, and information.
Infomercials have been received positively by consumers, and impact early adopters and decision leaders.
13
Q
What startegies should be used to help with ad avoidance? 5 things.
A
Ad compression: Say the important and move on
Still-frame ads: The item on the screen is not changing even though you are scrolling.
Hybrid ads: Showing the same as you were looking for before. Ex. you are watching Football and the commercial and the ad is in the same environment.
Interactive ads: You get into a new app
Dynamic ad placement
14
Q
What are the terms Zipping, Zapping and muting? (Examples of ad avoidance)
A
- Zipping: Occurs when one fast-forwards through a commercial
- Zapping: Involves switching channels when commercial appears
- Muting: Is turning the sound off during commercial breaks
- 3 mechanical ways for consumers to have ad avoidance
15
Q
Define attention
A
Occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing
Attention generally decreases across repeated exposures, and repetition often increases recall
16
Q
3 factors that determine attention?
A
- Stimulus factors
- Physical characteristics of the stimulus itself - Individual factors
- Characteristics which distinguish one individual from another
- Ability: The capacity if individuals to attend to and process information - Situational factor
- Include stimuli in the environment other than the focal stimulus and temporary characteristics of the individual that are induced by the environment
17
Q
What are some of the stimulus factors that help with attention? 10 things.
A
o Size
- Larger stimuli are more likely to be noticed
o Intensity
- Loudness, brightness, length
- The longer a scene is held the more likely it is to be noticed
o Attractive visuals
- More attracted to pleasant stimuli and repelled by unpleasant stimuli
o Color and movement
- Attract attention, bright colored packages or displays
- Warm colors are more arousing than cool colors
o Position
- Placement of an object in physical spare or time
- Items that are easy to find or stand out
- In US: Top left portion of the advertisement
o Isolation
- Is separating a stimulus object from other objects.
- Ex: Stand-alone kiosks, use of white on a page, placing an ad in the center, moment of silence in the radio.
o Format
- Refers to the manner in which the message is presented
- Usually straight forward presentations receive more attention that complex presentations.
o Contrast and expectations
- Stimuli that contrast with their backgrounds
o Interestingness
- Individual characteristic
- “tie-ins” for sporting events: Making an advertisement about the sports being watched.
o Information quantity
- The number of cues used in ads about the product itself
18
Q
What are some of the individuals factors that work on attention?
A
o Motivation
- The drive created by consumer interest and needs
- Interest are reflection of overall lifestyle as well as a result of goals and needs
o Ability
- Capacity of individuals to attend to and process information
- Ability to relate to knowledge and familiarity
- Product knowledge experts can attend more information, more quickly and more effectively
19
Q
What are some situational factors that work on attention? 2 things.
A
o Clutter
- Represents the density of stimuli in the environment
- Usually occurs when there is an all-out effort to achieve environmental prominence
- Too many point-of-purchase displays decreases attention
o Program involvement
- Interest in the program or editorial content
- Positive influence on attention
20
Q
What are situational factors?
A
Stimuli in the environment other than the focal stimulus and the temporary characteristics of the individual that are induced by the environment.
Focal stimuli: Ad or package
Temporary: Time pressures or crowded stores
21
Q
What are non-focused attention?
A
Stimuli might be attended without deliberate or conscious focusing factors
22
Q
Under non focused attention: What is the cocktail effect?
A
“Cocktail party effect”: Procession a host of stimuli at a subconscious level: the brain evaluates the information and decides if it wants to deliberate to conscious attention. EX. When someone says your name while you talk to someone else.
23
Q
Under non focused attention: What is hemispheric lateralization?
A
Hemispheric Lateralization: Activities that takes place on each side of the brain.
Left side: Controls activities related to rational thought.
Right side: Deals with images and impressions.
24
Q
What is subliminal stimuli?
A
A message presented so fast, softly or masked by other messages that one is not aware of seeing or hearing it.
Hides persuasive information so it is impossible to detect
25
What is interpretation?
The assignment of meaning to sensations
How we comprehend and make sense of incoming information based on the characteristics of the stimulus
Can be both cognitive (thinking) and affective (emotional)
26
What is cognitive interpretation?
A process whereby stimuli are places into existing categories of meaning
27
What is affective interpretation?
The emotional of feeling response triggered by a stimulus such as an advertisement
Consumers show higher emotional reactions to emotional advertisements
28
What are the 3 characteristics of interpretation
1. Individual characteristics
2. Situational characteristics
3. Stimulus characteristics
29
What are the content of individual characteristics (interpretation)
Learning and knowledge:
- Meanings attached to “natural things” such as time, space, relationships and color are learned across cultures.
- Blue ad: Icy and cold
Expectations:
-Interpretations tend to be consistent with expectations, an effect referred to as the expectations bias
-Evaluate performance of a well-known brand as higher than another identical no-name brand.
30
What are the traits in individual characteristics (interpretation)
Physiological: Consumers differ in their sensitivity to stimuli, e.g. taste.
Pgychologically: Consumers have natural cognitive, emotional, and behavioural predispositions, e.g. affect intensity.
Traits: Drive our needs and desires. These traits influence how stimulus is interpreted.
31
What are the content of situational characteristics?
Situation provide context with which the focal stimulus is interpreted
Contextual cues: Color and nature of programming presented in the situation play a role in consumer interpretation independent of the actual stimulus.
- Coca Cola will not advertise during news
32
What are the content of stimulus characteristics?
o Organization
- Proximity
- Closure
- Figure-ground
o Changes
- Sensory discrimination
- JND (just noticeable difference)
33
What are consumer inferences?
"What you see is not what you get"
Inferences goes beyond what is directly stated or presented
Consumers use available data and their own ideas to draw conclusions about information that is not provided
Missing information and ethical concerns: When data about an attribute are missing, consumers may assign it a value based on a presumed relationship between that attribute and one which data are available
34
How do we interpret a image? (non-verbal component)
A picture is worth a thousand words – convey meanings that words cannot adequately express
It is a non-verbal component.
35
Name some different kinds of marketing strategies and perception. 9 things in total.
- Retail strategy: Interiors designed with frequently purchase items separated, Cross promotions and Pleasant smells
- Proximity: The fact that stimuli positioned close together are perceived as belonging to the same category
- Ambush marketing: When someone think that a communication or activity is associated with an event.
- Linguistic consideration: Semantic meaning (betydningsmæssig)
- Branding strategies: Brand extensions
- Logo-design and typo-graphics: Logo = new image, changing the form of the letters.
- Media strategy: Hard to expose to your target audience – must select key media.
- Advertisements: Must capture attention and convey meaning – techniques for one product – counterproductive for another
- Package design and labeling: Must attract attention and convey information
36
Define retail strategy
Retail strategy: Interiors designed with frequently purchase items separated, Cross promotions and Pleasant smells
37
Define promoxity
Proximity: The fact that stimuli positioned close together are perceived as belonging to the same category
38
Define ambush marketing
Ambush marketing: When someone think that a communication or activity is associated with an event.
39
Define linguistic consideration
Linguistic consideration: Semantic meaning (betydningsmæssig)
40
Define branding strategies
Branding strategies: Brand extensions
41
Define logo-design and typo-graphics
Logo-design and typo-graphics: Logo = new image, changing the form of the letters.
42
Define Media strategy
Media strategy: Hard to expose to your target audience – must select key media.
43
Define advertisements
Advertisements: Must capture attention and convey meaning – techniques for one product – counterproductive for another
44
Define why we use package design and labelling
Package design and labeling: Must attract attention and convey information
45
Define attitude
An attitude is an enduring organization of motivational, emotional, perceptual, and cognitive process with respect to some aspect of our environment.
Attitude is a learned predisposition to respond in a consistently favorable or unfavorable with respect to a given object
Is the way one thinks, feels, acts toward some aspect of his or her environment
46
What are the 3 components that compose attitude?
1. Cognitive component (beliefs)
- Consist of consumer’s beliefs about an object
2. Affective component (feelings)
- Felling or emotional reactions to an object
3. Behavioral component (Response tendencies)
- One’s tendency to respond in a manner toward an object or activity
- Might be one’s tendency to seek out the brand on store shelves or search for brand information.
47
What are the 3 benefits of affective component? (components that compose attitude)
1. Utilitarian – functional benefits (something that might be useful)
2. Hedonic – emotional benefits (something that might be fun to use)
3. Aesthetic appeal (appearance, sensory experience)
48
How do you measure the affective component?
SAM (self-assessment Manikin) measures the 3 parts (the PAD) = Pleasure, Arousal and dominance.
49
How do you measure the behavioural component?
Measured by direct questioning or observation
Indirect questioning when the topic is sensitive (having consumers estimate the behaviors of others similar to themselves (like a neighbor) to reduce bias.
50
Attitude component consistency. Can you change someone's attitude?
For an attitude to remain the same, then all 3 attitude components must be consistent.
If one component changes, then usually all change in some respect.
Attitude components tend to be consistent
To have inconsistent attitude something has to change in the affective or cognitive state.
51
What factors could account for inconsistencies in attitude? 6 things
- Lack of need (need for product)
- Lack of ability (not have resources)
- Failure to consider relative attitudes (higher attitude toward competing brand)
- Attitude ambivalence (mixed beliefs about an attitude object)
- Weakly held beliefs and affect (weak cognitive and affective could lead to stimuli to push them toward another object)
- Failure to consider interpersonal/situational influence (purchase something other than what you want to meet other needs)
52
What steps can we take to change the consumer's attitude? the 3 components.
o Change the cognitive component
- Change beliefs about the product
- Add new belifs about the product
- BP energy
- Shift importance
- Change ideal
o Change the affective component
- Change your ideals or feelings
- Classical conditioning: Add a stimulus the audience likes (music, colors, movement)
- Mere exposure: Presenting a brand to an individual on a large number of occasions.
o Change the behavioral component
- Taste a new drink to be nice, after a while you like it.
53
Other factors that could change the consumers attitude:
- Individual factors: Gender, need for cognition, consumer knowledge, ethnicity, regulatory forces
- Situational factors: Program context, level of viewer distraction, buying occasion
54
What is the elaboration likelihood model (ELM)?
Theory about how attitudes are formed and changes under varying conditions of involvement
Suggest that involvement is a key determinant of information processed and attitudes changed
- High involvement: Central route to attitude change
Consumers deliberately and conscuosly process those message elements they believe are relevant to meaningful a logical evaluation of the brand.
- Low involvement: Peripheral route to attitude change
Consumers form impressions of the brand based on exposure to readily available cues
55
What attitudes are formed under the central route?
- Attitudes formed under the central route tend to be:
Stronger
- More resistant to counter-persuasion
- More accessible from memory
- More predictive of behaviors
56
What are the core tenets of ELM?
- Peripheral cues (PCs): Influence persuasion under LOW INVOLVEMENT but not high involvement
- Central cues (CCs): Influence persuasion under HIGH INVOLVEMENT but not low involvement
57
What is a peripheral cue (PC) and a central cue (CC)?
- Attractive model may be decision irrelevant for (PC) for a car ad but decision relevant (CC) in an ad for shampoo.
- High influence for shampoo not for cars.
58
PCs can influence persuasion under HIGH INVOLVEMENT in competitive situation when?
- Central cues are neutralized due to homogeneity (same) across competing brands (PC then becomes tie breaker)
- Attribute tradeoffs across central cues engenders decision difficulty which PCs help to alleviate.
59
Are consumers resistant to persuasion?
- Consumers are not passive to persuasion attempts
- Consumers are often skeptical (an individual characteristic) and resistant persuasion
- Consumers frequently infer an advertiser’s intent and respond in light of that presumed selling intent
Consumers that have strongly held attitudes are harder to change than weakly held attitudes.
If the ad says something bad about their attitudes they tend to discredit the ad. Tend to discount them.
60
How can consumers resist brand attacks?
- Discrediting (source is unreliable)
- Discounting (Reduce the importance of the issue or attribute)
- Containment (Consumers seal off their negative information, as a way to quarantine it and avoid having it spoil their positive attitudes)
61
Which costumers are most valuable
Loyal customers
62
What are the 3 types of communication characteristics?
1. Source characteristics
- Represent “who” delivers the message
- Source include people, animated spokes characteristics, organizations.
2. Appeal characteristics
- Represents “how” the message is communicated
3. Message structure characteristics
- Represents “how” the message is presented
63
What are source characteristics (From communications types)
o Source credibility
- Persuasion is easier when the target market views the message source as highly credible.
- Consist of Trustworthiness and expertise
- Testimonial ad: A person, generally a typical member of the target market, recounter his or her successful use of the product, service or idea.
o Celebrity sources
Celebrity sources can be effective in enhancing attention, attitude toward the ad, trustworthiness, expertise, aspirational aspects, and meaning transfer
Effectiveness enhanced when marketers match:
- Image of the celebrity with
- Personality of the product with
- Actual or desired self-concept of the target market
o Sponsorship
- A company providing financial support for an event
- Sponsorship often work in much the same manner as using a celebrity endorser
64
What are Appeal characteristics? (from communication types)
o Fear appeals
- Use the threat of negative consequences
- Can be both physical and social
o Humorous appeals
- Humor appears to increase attention
o Comparative ads
- Directly compare the features or benefits
o Emotional appeal: Primarily elicit positive affective responce rather than provide information.
o Value-expressive appeals: Attempts to build a personality for the product or create an image of the product user.
o Utilitarian appeal: Informing the consumer of one or more functional benefits that are important to the target market
65
What are Message structure characteristics? (from communication types)
o Message framing
- Presenting one of the two equivalent value outcomes either in positive or gain terms or in negative or loss terms
o Various types of message frames
- The type of frame influences whether positive or negative framing is better
o Attribute is the simplest form of message framing
Decisions to use positive or negative framing should ultimately be based in research for a specific product and market.
66
When do you want to satisfy needs?
- Strive for satisfaction when faced with low involvement, unimportant decisions with little consequences (What socks to wear, what to drink, what brand of salt)
- Consumers “Act before they think”
Learn jingles, logos like McDonalds and more.
67
When do you optimize solutions?
o Strive for optimization when faced with high involvement, important decisions with big
consequences (major to study, who to marry)
o Consumers “think before they act”
o You seek information yourself.
68
Examples of thinking products?
High involvement:
- Digital camera
- Car battery
Low involvement:
- Insecticide
- Clothes pins
69
Examples of feeling products?
High involvement:
- Car
- Wallpaper
- Perfume
Low involvement:
- Greeting cards
- Ice cream
70
What is motivational research?
o Provide consumers with methods to express themselves and their feelings about product in ways that may complement the survey technique
o Ask consumers to draw pictures of users of a product, pictures about feelings toward a product, tell a story involving the product, write an obituary about a product
o Dig beneath the consumers’ socialized surface layers
71
3 examples of perennial problems:
o Approach-avoidance motivational conflict
- When consumers behavers have both negative and positive consequences
- Ex. You overeat (approach) and then get heartburn and indigestion (avoidance)
o Approach-approach motivational conflict
- More than one need that clamors satisfaction: Limitations prevent consumer from satisfying all their needs.
- Buy both new shoes (approach) and new sunglasses (approach) but only have money enough for one of them – credit card companies are the solution.
- Consumers want both/and solution or either/or solution
o Avoidance-avoidance motivational conflict
- Caught between a rock and a hard place
- Choose between two alternatives that both have negative consequences.
- Choose both or nothing
72
How do we classify needs?
Classification of needs
o Maslows need hierarchy
o Lower before higher needs
o Good can fulfil more than one need at the time
```
Top:
Self-actualization: Self-fulfilment
Ego needs: Prestige, status
Belongingness: Love, friendship
Safety: Security, protection
Physiological: Water, sleep, food
```
73
What are Freuds main points? 3 things.
o Subliminal perception
- Below conscious awareness
- Subliminal advertisement: Promise that whisper is more effective than shout
o Thanatos
- The death wish
o The Id, the Ego and the Superego
- Id: Pleasure, fun
- Superego: Moralistic imperatives: Perfectionist
- Advertisement try to relate to both.
74
What does jung and his Archetypes communicate?
- Inheritance of the cumulative experiences of past generations
- Inheritance based on archetypes: Universally shared ideas and behavioral patterns.
- Quakers out man ex. Conveying old-fashioned goodness and is a provider and protector
75
Mention the 5 points of OCEANS 5:
o Openness: Curiosity to new things
o Conscientiousness: Structured, traditional, self-disciplined
o Agreeableness: Kindness, empathy
o Extraversion: People person, high energy
o Neurotism: Neurotic, emotionally unstable
76
Examples of Brand personality
o Mac: Cool and young
| o PC: Old and formal
77
Why is consumer image like brand image?
o Consumers buy brands that are like them
o Choose brands with images that match their self-concept
o People are multi-faced with many different dimensions
78
What are the different dimensions to a human
o Social-self: How we think other people see us
o Ideal-self: What we aspire to be
o Ideal-social-self: The way we would like other people to see us
o Real-self: The way we really are
o Extended-self: The things we own
79
What is VALS?
Values and lifestyle
80
What is memory?
Memory is the short-term use of the meaning for immediate decision making or the longer-term retention of the meaning.
81
What is permission based marketing?
Online offerings, where consumers have to "opt in", e.g. e-mail based promotions.
82
What is infomercials?
Television program with commercials where you can call a toll-free number and request additional information
83
What is information overload?
Increasing information quantity in TV ads because consumers have no control over the exposure.
84
What is a feature belief and what is a benefit belief?
A product have 5 million sodium per serving = feature belief.
Low sodium is better for your health = benefit belief.
Marketers should promote benefits rather than features. Especially for less knowledgeable consumers and for complex products.
85
What is the logic behind the multi-attribute attitude model?
And because all the components of an attitude are generally consistent, the overall attitude is more favorable
86
What is a one-sided message vs. a two-sided message?
These are one-sided messages because only one point of view is expressed.
The idea of a two-sided message, presenting both good and bad points, is counterintuitive. However, two-sided messages are generally more effective than one-sided messages in changing a strongly held attitude.
87
What is framing? And the 4 different types.
refers to presenting one of two equivalent value outcomes either in positive or gain terms (positive framing) or in negative or loss terms (negative framing).
The simplest form appears to be attribute framing, where only a single attribute is the focus of the frame
Goal framing is where “the message stresses either the positive consequences of per- forming an act or the negative consequences of not performing the act.”
88
What is benefit segmentation?
Segmentering consumers on the basis of their most important attribute or attributes
Purchasing and buyer behaviour
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