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UA - MKT 3553 - Class Notes - Week 5

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UA - MKT 3553 - Class Notes - Week 5

School: University of Arkansas
Department: Marketing
Course: Consumer Behavior
Professor: Alireza Golmohammadi
Term: Fall 2016
Tags: Consumer, behavior, business, and Marketing
Name: Week 4 Consumer Behavior Notes
Description: consumer behavior week 4 notes
Uploaded: 09/19/2016
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background image i Inattentional blindness ex. Monkey and iPad b Focal and nonfocal attention i Most of our attentional resources are devoted to one thing, leaving very 
limited resources for attending to something else
ii Can we attend to something in our peripheral vision even if we are already focusing on something else? iii Pre-attentive processing (can you hear your name in a crowd? Why?)
iv Mere exposure effect: non focal attention to a brand stimulus  the brand 
“seems” familiar  we like things familiar to us  the brand is liked more a Advertising campaigns before new product releases
b Success of brand extensions
c Enhancing consumer attention by breaking through the clutter i A marketing stimulus competes with many other types of stimuli 
(including other marketing stimuli) for consumers’ attention
ii Consumers typically have limited motivation to attend to marketing  stimuli iii Personally relevant 1 Appeal to consumer needs, values, emotions, etc
2 Show similar types of people in the ad. 
a Ex if I’m a swimmer I’m more likely to pay attention to an ad w/  Michael Phelps in it iv Pleasant, surprising, easy to process ads are good 1 Pleasant: Attractive models, music, humor
2 Surprising: novelty, something different is (almost) always effective
3 Easy to process: prominent (size, pictures, fonts), contrasting
d Consumers’ avoidance of marketing stimuli is a big problem for marketers i Behaviorally targeted ads 2 Perception a Occurs when stimuli are registered by one of our five senses: vision, hearing,  taste, smell, and touch b We then attribute meaning to the stimuli during inference i Perceiving through vision
1 Size and shape of product
2 Color
a Color dimensions i Warm colors: activity and excitement (fast food) ii Cool colors: soothing and relaxing (offices) ii Perceiving through hearing 1 Fast music: energize a Facilitating greater turnover and higher sales in restaurants 2 Slow music: soothing iii Perceiving through taste 1 Important for food and beverage marketers as well as marketers of  low-calorie and low-fat products iv Perceiving through smell 1 Companies can expose consumers to marketing stimuli through their  sense of smell
a Fresh donuts
2 Pleasant smelling environment can have a positive effect on shopping  behavior
background image c 2 ways perception affects decisions i Inference and comprehension ii Perception directly influencing us 1 We sometimes perceive something and we don’t even make an  inference d How do consumers perceive a stimulus? i Perceptual organization: consumers tend not to perceive a single stimulus 
in isolation; rather, they organize and integrate it in the context of the 
other things around it
1 Figure and ground: people interpret incoming stimuli in contrast to a 
background
a Ex. Two faces or chalice? 
2 Closer: human tendency to see the whole picture. We try to complete  incomplete things 3 Grouping: similar looking products must have similar characteristics  ii Important info should be placed in the foreground, not the background 3 Consumer inference: we attach meanings to the things we have perceived a Brand names/ symbols inferences i MPC145 – tech inference ii Misleading names/labels (organic, all-natural) b Product features/packaging i Attributes (e.g., large package = better price, healthy = not tasty) ii Country of origin (could go either way – high or low quality inferences)
iii Package design (similar to category leader = inferences of quality)
iv Color (e.g. green = healthy, organic)
Ch 4 memory and knowledge 1) Memory: personal storehouse of knowledge about products and services,  shopping, and consumption experiences
a) Retrieval: process of remembering what we have stored in memory
b) About: 
i) things: what brands, products, and companies we have used in the past
ii) Experiences: the features of these products or services; how, where, 
when, and why we bought and used them iii) Evaluations: whether or not we liked them c) Sources: marketing communications, the media, word of mouth, and personal experience 2) 3 types of memory: Sensory memory, Short term memory (working), Long term  memory
a) Sensory memory: ability to store sensory experiences temporarily
i) Echoic – hearing
ii) Iconic – seeing
iii) Characteristics
(1) Short lived (1/4 of a second to a few seconds)
(2) If it is relevant, passes on to STM; if not, it is lost
b) Short term memory (working): portion of memory where we “encode” or  interpret incoming info and keep it available for further processing
i) Characteristics
(1) Limited – we can only hold a few things in STM (7+/-2)

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School: University of Arkansas
Department: Marketing
Course: Consumer Behavior
Professor: Alireza Golmohammadi
Term: Fall 2016
Tags: Consumer, behavior, business, and Marketing
Name: Week 4 Consumer Behavior Notes
Description: consumer behavior week 4 notes
Uploaded: 09/19/2016
3 Pages 6 Views 4 Unlocks
  • Better Grades Guarantee
  • 24/7 Homework help
  • Notes, Study Guides, Flashcards + More!
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