BMGT 451 Midterm BMGT451 Midterm Attention demographics External influences culture subculture social status Internal influences perception learning memory motives personality emotions attitudes Information processing procedure exposure attention interpretation memory purchase and consumption decisions Decision process problem recognition information search alternative evaluation and selection outlet selection and purchase postpurchase processes Exposure opportunity for any of senses Attention actual processing by sensory receptors Voluntary paying attention to something Can be divided and capacity is limited Speed of processing theory interference occurs because words Involuntary something grabs our attention are read faster than colors are named Selective attention theory interference because naming colors is harder than reading words Individual factors o motivation goal drive o ability expertise knowledge and familiarity Situational factors o clutter density of environmental stimuli o situational involvement tv program or in store shopping Stimulus factors characteristics of the ad salience size intensity repetition affective valence content Subliminal stimuli below threshold Use of eye tracking technology important Perception expectations Individual characteristics traits experience and knowledge Situational characteristics contextual clues like warm vs cool colors endorsers background music time pressure Stimulus characteristics traits incongruity closure role of involvement and attention The nature of perception Information processing a series of activities by which stimuli are perceived transformed into information and stored Perception exposure occurs when a stimulus is placed with a person s relevant environment and comes within range of their sensory receptor nerves such as a banner ad comes in a person s range Attention occurs when the stimulus is seen Interpretation assignment of meaning to the received sensation Perceptual defenses individuals are not passive recipients of marketing messages The process of subconsciously distorting stimuli to render them less threatening or more consistent with one s needs values beliefs or attitudes Zipping when one fast forwards through commercials Zapping switching channels when a commercial appears Ad avoidance zipping zapping or muting Product placement provides exposure that consumers don t try to ignore shows how to use the product and enhances product Infomercials program length TV commercials with a toll free Permission based marketing when consumers opt in to receive Attention occurs when the stimulus activates one or more sensory receptor nerves and the resulting sensations go to the brain for image number or website email promotions processing Adaptation level theory if a stimulus doesn t change over time we adapt to it and notice it less Information overload when information appears too often Smart banners banner ads that are activated based on terms Brand familiarities ability factor related to the ability to be able used in search engines to identify a brand on either side of the brain can barely hear see it Hemispherical location term applied to activities that take place Subliminal stimulus message presented so softly or fast that you Weber s law the higher the initial level of an attribute the greater the amount that attribute must be changed before people will notice the change Just noticeable difference minimum amount by which a sensory stimulus must differ fro another for the difference to be noticed Learning and Memory processed Short term memory holds information is currently being o Analogous to computer ram o Short lived and limited capacity o Quick decay and maintenance rehearsal o Miller number 7 2 o Chunking o If elaboration occurs it goes to LTM otherwise info is lost Long Term Memory permanent memory o Large story capacity o Analogous to computer HDD o Semantic memory of meanings understandings concept o episodic memory memory of our own past experiences o schema or knowledge structure associations nodes autobiographical associative links o activation stimulus or node makes a linked node enter STM o information is not lost but sometimes cant be found Learning any change in the content or organization of long term memory or behavior result of information process Conditioning o Classical conditioning using an established relationship between 1 stimulus and response to bring the same response to a different stimulus Pavlov s dog automatic response low involvement o Operant conditioning rewarding desirable behaviors such as brand purchases with a positive outcome that serves to reinforce behavior vs punishment Reinforced response high involvement shaping reward Shaping encouraging partial responses to lead to final response try a sample buy at discount then buy at full price cognitive learning o ironic rote learning forming associations in the absence of conditioning the role of repetition o vicarious learning or modeling learning from the outcomes of others behavior o analytical reasoning creative thinking combine existing and new information into new schema analogical reasoning Maintenance rehearsal the continual repetition of a piece of information in order to hold it Elaborative activities the use of previously stored experiences values attitudes beliefs and feelings to interpret and evaluate information in working memory as well as add relevant previously Semantic memory the basic knowledge and feelings an individual stored information has about a concept Episodic memory the memory of a sequence of events in which a Explicit memory the conscious recollection of an expo Implicit memory the nonconscious retrieval of previously person participated encountered stimuli encountered stimuli High involvement learning the consumer is motivated to process or learn the material Low involvement learning the consumer has little or no motivation to process or learn the material Analytical reasoning individuals engage in creative thinking to restructure and recombine existing information as well as new information to form concepts Stimulus discrimination the process of learning to respond differently to similar but distinctive stimuli Stimulus generalization rub off effect occurs when a response to one s stimulus is elicited by a similar but distinctive stimulus Self referencing consumers are relating brand information to Pulsing reception of ads to get people s attention usually close to themselves an event