BUSML 4201 Exam 2 Study Guide Chapter 4 Product Knowledge and Involvement Involvement a consumer s perception of importance or personal relevance for an object event or activity High for moderately knowledgeable consumers Higher when there s some perceived risk Intrinsic self relevance a consumer s personal level of self relevance for a product based on means end knowledge stored in memory Situational self relevance the temporary feelings of self relevance due to specific externally physical and social stimuli in the environment Consumer Knowledge the subset of the total amount of information stored in memory that is relevant to product purchase and consumption The levels include Product class knowledge cell phones Product form knowledge smart phones Brand knowledge Apple iPhones Model feature knowledge iPhone 6 Types of Consumer Knowledge Attributes characteristics of a product They can be concrete tangible physical characteristics or abstract subjective intangible characteristics Benefits the desirable consequences consumers seek when buying and using products and brands They can be functional tangible outcomes or psychosocial social related outcomes Values consumer s broad life goals Values guide our behavior across situations and over time they are usually non conscious Values can be instrumental preferred modes of behavior terminal preferred end states or core from one s self schema Self schema an associative network of interrelated knowledge meanings and beliefs about one self Means End Chains links consumers knowledge about product attributes with their knowledge about consequences and values Attributes Functional Consequences Psychosocial Consequences Values Help identify the consumer product relationship Provide a deeper understanding of product knowledge Can vary considerably between consumers May be incomplete and not always lead to a value Can have fuzzy distinctions Chapter 5 Perception Attention Categorization Comprehension The Perceptual Interpretation Process stimuli sensory receptors exposure attention interpretation Sensation immediate response of our sensory receptors eyes ears nose mouth fingers to basic stimuli light color sound texture When sensation is activated we have been exposed to information Vision color provokes intense emotion we tend to consume more the bigger the bowl is we focus on height rather than width when pouring liquid into a glass Smell odors have a very powerful influence in marketing works best when the scent is congruent with the product the scent is salient the scent is not due to extraneous influences Hearing music has a huge impact on the brain activates emotion in frontal regions of the brain Music increases sales and employee productivity attracts customers impacts dwell time creates a competitive advantage differentiates your brand and builds loyalty Touch tactile senses affect product experience and judgment products and packaging with textured surfaces Taste consumers have distinct flavor palates culture determines desirable tastes Perception what customers perceive is what affects their actions but what is perceived is not necessarily true Exposure occurs when a customer comes into contact with information in the environment can be accidental or intentional Selective exposure consumers select what media they consume what stores they go to Most exposures are random events that occur as consumers move through their environments and accidentally come in contact with marketing information Marketers can counteract avoidance by facilitating intentional exposure opportunities maximizing accidental exposure opportunities and maintaining exposure Attention the process by which consumers select information in the environment to interpret Preconscious attention automatic done without thinking about it Focal attention controlled conscious Attending to a stimulus usually means being conscious of it the shift from preconscious to focal attention requires greater cognitive capacity Selective attention the process by which consumers screen and select the various stimuli that compete for their attention people typically focus on stimuli that satisfy their needs and that are consistent with their attitudes values and personality Factors Influencing Attention 1 General affective state s 2 Involvement with the information high involvement high levels of attention 3 Prominence of the information The Gestalt Principle humans naturally perceive objects as organized patterns and objects the whole is greater than the smaller parts Comprehension the cognitive processes involved in interpreting and understanding concepts events objects and persons in the environment May be automatic or controlled May produce more concrete or more abstract meanings May produce few or many meanings May create weaker or stronger memories Comprehension is influenced by existing knowledge in memory involvement at the time of exposure the exposure environment Miscomprehension occurs when consumers inaccurately receive the meaning contained in a message greater when involvement and knowledge are low Inference interpretations that produce knowledge or beliefs that go beyond the information given can be right or wrong desirable or undesirable for marketers Inferences are heavily influenced by consumers existing knowledge in their memory Inferences are based on the Gestalt principle Metaphor communicate cognitive and affective meanings measured by the ZMET bringing people into a lab giving them magazines and having them make a collage on a topic Categorization the process of labeling identifying and classifying the objects we perceive based on our limited cognitive capacity Why do we categorize Too much information Utter chaos without structure Helps us learn We like to do it and are good at it Helps us to know what to expect How do we categorize Taxonomic categories group similar objects in the same category objects in categories have same features Graded structure some members represent the category better than others Prototype the best example of a category most easily recalled Goal derived ad hoc categories things we perceive as relevant to a goal we use rules experiences to create these ex things you eat on a diet Chapter 6 Attitudes and Intentions Attitude an individual s overall evaluation of a concept Involve both cognitive and affective systems Are learned predispositions to think and act Can be held toward virtually anything Are stable but can gradually change Are