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MKTG 315: EXAM 2
Stages of consumer Info Processing
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exposure to information
selective attention
comprehension
agreement
retention in memory
retrieval
consumer decision-making
action
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perception |
the process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world
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perception
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how we see the world around us
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Elements of Perception
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-sensation
-absolute threshold
-differential threshold
-subliminal perception
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sensation |
the immediate and direct response of the sensory organs to stimuli
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sensation |
a stimulus is any unit of input to any of the senses
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absolute threshold
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lowest level at which an individual can experience a sensation
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differential threshold
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minimal difference that can be detected between two similar stimuli
*weber's law
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Weber's Law
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The just noticable difference of a stimulus is a constant proportion despite variations in intensity.
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Weber's Law
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the just noticable distance is proportional to the magnitude of the stimulus
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Subliminal Perception
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stimuli that are too weak or too brief to be consciously seen or heard may be strong enough to be perceived by one or more receptor cells
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subliminal perception
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seeing or hearing messages without being aware of them
the registration of sensory input without conscious awareness
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aspects of perception
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selection
organization
interpretation
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perceptual selection
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consumers subconsciously are selective as to what they perceive
people attend to only a small portion of the stimuli to which they are exposed
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Gestalt Laws of Perceptual Organization
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similarity, proximity, closure, figure and ground, and grouping
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perceptual organization
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task of determining what edges and other stimuli go together to form an object
subjective contours - organizes elements into shape by creating imaginary connecting lines
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interpretation |
subjective
could be distorted
appearance
stereotypes
halo effect
grouping brands together
love/hate products
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Positioning
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establishing a specific image for a brand in the consumer's mind
product is positioned in relation to competing brands
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positioning |
conveys the concept, or meaning, of the product in terms of how it fulfills a consumer need
result of successful positioning is a distinctive, positive brand image
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perceptual mapping
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research technique that enables marketers to plot graphically consumers perceptions concerning product attributes of specific brands
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perceptual mapping
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A visual, spatial display of customer perceptions that allows monitoring of product positioning relative to other products
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Price Perceived Quality Relationship
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the higher the price, the higher the perceived quality
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learning
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the process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior
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marketing implications
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assist product adoption
create distinct brand image
neutralize competitors effort
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learning theories
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behavioral and cognitive
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behavioral theories
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learning based on observable behavior (responses) that occur as the result of exposure to stimuli
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cognitive theories
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learning based on mental information processing
often in response to problem solving
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elements of learning theories
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motivation
cues
response
reinforcement
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behavioral learning theories
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classical conditioning
instrumental conditioning
modeling or observational learning
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classical conditioning
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stimulus is paired with another stimulus that elicits a known response that serves to produce the same response when used alone
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What is classical conditioning
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when a neutral stimulus evokes a response after being paired with a stimulus that naturally evokes a response
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operant conditioning
(instrumental)
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based on trial-and-error process, with habits forced as the result of positive experiences (reinforcement) resulting from certain responses or behaviors
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operant conditioning
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a type of learning in which behavior is strengthened if followed by a reinforcer or diminished if followed by a punisher.
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types of reinforcement
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positive, negative, forgetting, extinction
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mktg implications of operant conditioning
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customer satisfaction (reinforcement)
reinforcement schedules
continuous
fixed ratio
random
shaping
massed vs distributed learning
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observational learning
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individ. observe how others behave in response to certain stimuli and reinvorcements
aka modeling or vicarious learning
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cognitive learning theory
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the kind of learning most characteristic of human beings is problem solving, which enables individuals to gain some control over their environment
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information processing
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individuals differ in imagery
their ability to form mental images which influences recall
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memory |
the related issues of what consumers remember about marketing stimuli and how they access and retrieve info when making consumption choices
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episodically |
info is stored by the order in which it is acquired
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semantically
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memory is stored according to significant concepts
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schema |
total package of associations
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involvement theory
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consumer relevance
central and peripheral routes to persuasion
measure of involvement
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consumer relevance
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involvement depends on degree of personal relevance
high involvement is
very important to the consumer
provokes extensive problem solving
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central route to persuasion
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for high involvement purchases
requires cognitive processing
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peripheral route to persuasion
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low involvement
consumer less motivated to think
learning through repetition, visual cues, and holistic perception
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measures of consumer learning
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recognition and recall measures (aided and unaided)
cognitive responses to advertising
attitudinal and behavioral measures of brand loyalty
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attitude |
a learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object
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the tricomponent attitude model
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affective - emotion, feeling
cognition - think/knowledge
conation - behavior
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belief |
knowledge/info
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affect |
like/dislike
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behavior |
actual purchase
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behavior intention
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what you intended to purchase
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salient attribute
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immediate image thought
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halo effect
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grouping things together
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multiattribute attitude models
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examine the composition of consumer attitudes in terms of selected product attributes or beliefs
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the attitude-toward-object model
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attitude is a function of evaluation of product-specific beliefs and evaluations
useful to measure attitudes toward brands
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how attitudes are learned
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conditioning and experience
knowledge and beliefs
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sources of influence on attitude formation
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personal experience
influence of family and social ties
direct marketing
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elaboration likelihood model
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suggests that a person's level of involvement during message processing is a critical factor in determining which route to persuasion is likely to be effective
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cognitive dissonance theory
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holds that discomfort or dissonance occurs when a consumers holds conflicting thoughts about a belief or an attitude object
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attribution theory
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a theory concerned with how people assign casualty to events and form or alter their attitudes as an outcome of assessing their own or other people's behavior
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sleeper effect
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the idea that both positive and negative credibility effects tend to disappear after a period of time
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feedback should be gathered
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promptly
accurately
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message structure and presentation |
resonance
message framing
comparative advertising
order effects
repetition
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resonance |
wordplay
used to create a double meaning when used with a relevant picture
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message framing
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positive framing
negative framing
one sided vs two sided
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comparative advertising
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marketer claims product superiority over another brand
useful for positioning
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order effects
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primary
recency
order of benefits
- 1st message is more powerful
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repetition
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important for learning
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emotional advertising appeals
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fear
humor
abrasive advertising
sex in advertising
audience participation
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group |
two or more people who interact to accomplish either individual or mutual goals
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membership group
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a person either belongs or would qualify for membership
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symbolic group
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one in which an individual is not likely to receive membership despite acting like a member
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reference group
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person or group that serves as a part of comparison (or reference) for an individual in the formation of either general or specific values, attitudes, or behavior
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indirect reference groups
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individuals or groups with whom a person identifies but does not have direct face-to-face contact, such as movie stars, sports heroes, political leaders, or tv personalities
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reference group appeals
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celebrities
the expert
the "common man"
the executive, employee spokesperson
trade or spokes-characters
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consumer socialization
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the process by which children acquire the skills, knowledge, and attitudes necessary to function as consumers
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