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22 terms

134A- Chapter 8

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Perception three major steps
The three major steps are exposure, attention and interpretation.
Exposure
occurs when a stimulus is placed within a person's relevant environment and comes within range of their sensory receptor nerves.
Attention
occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing.
Interpretation
the assignment of meaning to sensations. It is related to how we comprehend and make sense of incoming information based on characteristics of the stimulus, the individual, and the situation.
information processing
It is a series of activities by which stimuli are perceived, transformed into information, and stored.
Zipping
when on fast forwards through a commercial on a prerecorded program.
Zapping
involves switching channels when a commercial appears
turning the sound off during commercial breaks
turning the sound off during commercial breaks
Ad avoidance
ways for consumers to selectively avoid exposure to advertising messages.
Stimulus factors used to attract attention
Size-larger stimuli are more likely to be noticed than smaller ones
Intensity- (loudness, brightness, length)
Attractive Visuals
Color and Movement
Position
Isolation
Format
Contrast and Expectations
Interestingness
Information Quantity
Information overload
occurs when consumers are confronted with so much information that they cannot or will not attend to all of it. TV advertising information appears to reduce attention and in print advertising it appears to attract attention.
Several aspects of interpretation:
Perceptual relativity—a relative process rather than absolute. Often difficult for people to make interpretations in the absence of some reference point.
Second aspect:
tends to be subjective and open to a host of psychological biases. Marketers must be concerned with psychological meaning as it is the subjective experience that drives consumer behavior.
semantic and psychological meaning
Marketers increasingly tap into linguistic characteristics of words to create brand names with inherent meaning right from start. "morpheme."
Interpretation
is the assignment of meaning to sensations
consumer inference
An inference goes beyond what is directly stated or presented. Consumers use available date and their own ideas to draw conclusions about information that is not provided.
Price-perceived quality
is an inference based on the popular adage "you get what you pay for"
Advertising intensity
consumers tend to infer that more heavily advertised brands are higher quality
Warranties are another signal, with longer warranties generally signaling higher quality
Figure-ground
involves presenting the stimulus in such a way that it is perceived as the focal object to be attended to and all other stimuli are perceived as the background.
cross promotion retail strategy
Whereby signage in one area of the store promotes complementary products in another. Ex: Milk signage in the cookie aisle, can be also effective
brand extension
existing brand exends to a new category with the same name such as Levi Strauss putting its Levi name on a line of upscale men's suits.
package design and labeling strategies important
Package design can strongly influence perceived volume and consumption levels