Information processing
is a series of activities by which stimuli are perceived, transformed into information, and stored.
The first three info processors (exposure, attention, and interpretation constitute what?
perception
Exposure occurs
when a stimulus is placed within a person's relevant environment and comes within range of his or her sensory receptor nerves. For example, when a stimulus such as a banner ad comes within range of a person's sensory receptor nerves- vision in this exampl
Attention occurs
when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing. For example, when the stimulus (banner ad) is "seen" (the receptor nerves pass the sensations on to the brain for processing.)
Interpretation is
assigning of meaning to the received sensations
memory is
the short-term use of the meaning for immediate decision making or the longer-term retention of the meaning
perceptual defenses
individuals are not passive recipients of marketing messages
Selective Exposure
the process whereby a consumer notices certain stimuli and ignores others
Ad Avoidance
mechanical ways for consumers to selectively avoid exposure to advertising messages
Zipping
fast-forwarding through commercials on a program recorded earlier
Zapping
use of a remote control to switch channels during commercial breaks
Muting
turning the sound off during commercial breaks
Product Placement
provides exposure that consumers don't try to avoid, it shows how and when to use the product, and it enhances the product's image
Voluntary Exposure
Although consumers often avoid commercials and other marketing stimuli, sometimes they actively seek them out for various reasons including purchase goals, entertainment, and information. Example: people waiting every year for SuperBowl ads.
infomercials
program-length TV commercials with a toll-free number and/or web address through which to order or request additional info
permission-based marketing
the voluntary and self-selected nature of such online offerings, where consumers "opt in" to receive e-mail based promotions
what three factors determine attention
Stimulus
Individual
Situation
What are the 10 stimulus factors that effect attention?
Size, Color and movement, Intensity, Attractive Visuals, Position, Isolation, Format, Contrast and Expectations, Interestingness, Info Quality
Stimulus Factors: Size
Larger stimuli are more likely to be noticed than smaller ones. Companies pay slotting allowances to secure shelf space for large products.
Stimulus Factors: Intensity
Loudness, brightness, length, etc of a stimulus that creates attention. The longer an advertisement the more likely it will be noticed. Repetition is related to intensity.
Stimulus Factors: Attractive Visuals
people are attracted to pleasant stimuli and repelled by unpleasent stimuli. Picture superiority is important for advertising.
Stimulus Factors: Color and Movement
certian colors and characteristics create feelings of excitement and arousal.
Simulus Factors: Position
the placement of an object in physical space or time. Easy to find items attract more attention
Stimulus Factors: Isolation
the separation of a stimulus object from other objects. In stores the use of stand-alone kiosks and in advertising "white space" is used for this
Stimulus Factors: Format
refers to the manner in which the message is presented. Simple straight forward presentations receive more attention than complex ones. If it is not difficult to understand it will attract attention
Stimulus Factors: Contrast and Expectations
consumers pay more attention to stimuli that contrast with their background than to stimuli that blend with it. Contrast is related to the idea of expectations, which drive our perceptions of contrast. Ads that are different than we expect attract alot of
Adaptation Level Theory
suggests that if a stimulus doesn't change, over time we adapt or habituate to it and begin to notice it less
Stimulus Factors: Interestingness
If it is entertaining then people will notice it
Stimulus Factors: Information Quantity
represents the number of cues in the stimulus field. Info can be provided of packaging, displays, websites, and ads. Info helps consumers make decisions. Too much info with TV commercials results in information overload bc consumers have no control over t
What are the 2 individual factors that effect attention?
Motivation
Ability
Individual Factors: Motivation
it is a drive state created by consumer interests and needs. Interest are a reflection of overall lifestyle. Product Involvement indicates motivation or interest in a specific category. If people are already motivated they might pay less attention to exte
Individual Factors: Ability
this refers to the capactiry of individuals to attend to and process information. Ability is related to knowledge and familiarity with a product, brand, or promotion. Brand Familiarity is an Ability factor related to Attention bc they require less attenti
What are the 2 situational factors that effect attention?
Clutter
Program Involvement
Situational Factors: Clutter
this represents the density of stimuli in the environment. Too many point-of-purchase displays decrease attention consumers will pay. FInd a perfect clutter to get attention from consumers.
Situational Factors: Program Involvement
refers to how interested viewers are in the program or editorial content surrounding the ads rather than involvement with the actual ad or brand. Products with more high involvement generate a lot more attention than those that dont. Ad quality is how wel
Nonfocused Attention
Hemispheric lateralization
Subliminal Stimuli
hemispheric lateralization
Functional differences between left and right hemispheres
Each cerebral hemisphere performs certain functions that are not ordinarily performed by the opposite hemisphere
Left Side of Brain: responsible for verbal info, symbolic representation, sequential
Subliminal Stimuli
stimuli that are below the threshold of conscious awareness
Interpretation
is the assignment of meaning to sensations. It is related to how we comprehend info based on characteristics of the stimulus, individual, and situation
What are the 3 aspects of Interpretation?
Perceptual Relativity
Subjective Nature
Cognitive Interpretation
Perceptual Relativity
An aspect of interpretation that is generally a relative process rather than absolute. It is often difficult for people to make interpretations in the absence of some reference point.
Subjective Nature
interpretations tends to be subjective and open to a host of psychological biases. Can have a semantic or psychological meaning.
Semantic Meaning
the conventional meaning assigned to a word such as found in the dictionary
Psychological Meaning
the specific meaning assigned a word by a given individual or group of individuals based on their experiences, expectations, and the context in which the term is used. Marketers must be concerned with this as it is the subjective experience, not objective
Cognitive Interpretation
a cognitive "thinking" process or an affective "emotional" process whereby stimuli are placed into existing categories of meaning. Ads are either expected or unexpected.
Affective Interpretation
the emotional or feeling response triggered by a stimulus such as an ad. Emotional responses can range from positive to neutral to negative
What are the 3 Individual Characteristics that effect Interpretation?
1. Traits
2. Learning and Knowledge
3. Expectations
Individual Characteristics: Traits
inherent physiological and psychological traits, which drive our needs and desires, influence how a stimulus is interpreted.
physiological traits
consumers differ in their sensitivity to stimuli. such as children are more sensitive to the bitter taste in vegetables
psychological traits
consumers have natural cognitive, emotional, and behavioral predispositions (affect intensity)
Individual Characteristics: Learning and Knowledge
The meaning attatched to such "natural" things as time, space, relationships, and colors are learned and vary widely across cultures. Consumers also learn about marketer-created stimuli like brands and promotions through their experiences. This experience
Individual Characteristics: Expectations
Individuals interpretations of stimuli tend to be consistent with their expectations, an effect referred to as expectation bias.
Situational Characteristics that affect Interpretation
The situation provides a context within which the focal stimulus is interpreted. Mood and number of people present can affect how someone interprets something.
The contextual cues present in the situation play a role in consumer interpretation independent
Stimulus Characteristics
the stimulus is the basic entity to which an individual responds and includes the product, package, ads, in-store displays and so on
What are the 3 Stimulus Characteristics that affect Interpretation?
1. Traits
2. Organization
3. Changes
Stimulus Characteristics: Traits/Rhetorical Figures
size, shape, color affect interpretation.
Stimulus Characteristics: Organization
Stimulus orgainization - refers to the physical arrangement of the stimulus objects.
a. Proximity - the fact that stimuli positioned close together are perceived as belonging to the same category
b. Ambush Marketing - any communication or activity that im
Stimulus Characteristics: Changes
a. sensory discrimination - physiological ability of an individual to distinguish between similar stimuli is called sensory discrimination. how good are we at telling the difference between stimuli
b. just noticeable difference - the minimum amount that o
Interference
goes beyond what is directly stated or presented. consumers draw their own conclusions about info not provided
What are 3 Consumer Interferences of Interpretation?
1. Quality Signals
2. Interpreting Images and Words
3. Missing Info and Ethical Concerns
Consumer Interference: Quality Signals
1. Price-Perceived Quality - "you get what you pay for"
2. Advertising Intensity - more advertised brands have higher quality
3. Warranties - longer warranties signal higher quality.
4. Country of Origin - well known foreign brands perceived as high quali
Consumer Interference: Interpreting Images and Words
the meaning of images/words changes across cultures so advertisers should be careful when moving to a new material
Consumer Interference: Missing Info and Ethical Concerns
When data about an attribut are missing, consumers may assing it a value based on a presumed relationship between that attribute and one for which data are available; they may assume it to be weaker than the attributes. Subaru Outback Examples
What are the 5 main aspects that affect Perception?
1. Retail Strategy
2. Brand Name and Logo
3. Media Strategy
4. Advertisements
5. Package, Design, and Labeling
Perception: Retail Strategy
such as cross-promotions - where signage in one area of the store promotes products in different area
Perception: Brand Name and Logo
a. linguistic conditions - brand names start out having no inherent meaning but gain associations over time as consumers gain experience
b. branding strategies
1. brand extension - an existing brand extends to a new category with the same name
2. Co-Brand
Perception: Media Strategy
self explanatory
Perception: Advertisements
Advertisements must capture attention and convey meaning. Tie-in to interesting topics or catchiness.
Perception: Package, Design, and Labeling
packages must attract attention and convey information