MKTG 367 Week 3 Notes
MKTG 367 Week 3 Notes MKTG 367
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This page Class Notes was uploaded by Savannah Baron on Saturday February 13, 2016. The Class Notes belongs to MKTG 367 at University of Mississippi taught by Lifeng Yang in Spring 2016. Since its upload, it has received 15 views. For similar materials see Consumer Behavior in Marketing at University of Mississippi.
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Date Created: 02/13/16
Week 31 From Exposure to Comprehension l Exposure 0 The process by which the consumer comes into contact with a stimulus Marketing stimuli information about offerings communicated either by the marketer such as ads or by nonmarketing sources such as word of mouth ll Factors In uencing Exposure 1 Position of an ad within a medium 0 Position of an ad magazine TV commercials TV shows 0 Front of magazine or back cover TV commercial after show or in the middle What show 0 Product distribution how available it is 0 Shelf placement eye level vs higher or lower 0 Place higher when target market is adults lower when target market is for children children in uence parents 0 Eye level is most expensive placement 2 Selective Exposure 0 Consumers can selectively control what marketing stimuli they view 0 Zipping fastforwarding through commercials recorded on VCR or DVR Zapping use of a remote control to switch channels during commercial breaks 0 quotDo Not Callquot list surpassed 62 million in its rst year lll Measuring Exposure 0 Time 0 Money 0 3 million for a single 30second spot during the Super Bowl lV Paying Attention Process by which we allocate part of our mental activity to a stimulus Attention how much mental activity a consumer devotes to a stimulus a Characteristics of Attention 0 Limited Selective o What to focus on You want to focus on what is interesting to you avoid what is not interesting 0 How much to focus on o Dividable b How to attract consumers attention 0 Make stimuli personally relevant 0 Appeal to personal needs values emotions or goals 0 Show sources similar to the target audience 0 Use dramas 0 Ask rhetorical questions 0 Make stimuli pleasant 0 Use attractive models 0 Use music 0 Use humor 0 Make stimuli surprising 0 Use novelty 0 Use unexpectedness 0 Use a puzzle 0 Make stimuli easy to process 0 Make them Prominent the intensity of stimuli that causes them to stand out relative to the environment Concrete how easy a stimulus is capable of being imagined ie sweet v good Contrasting 0 Reduce the amount of competing information V Does exposure always lead to attention 0 Consumers don t always see everything you want them to see Habituation o The process by which a stimulus loses its attention getting abilities by virtue of its familiarity Vl Perception Occurs when stimuli are registered by one of our 5 senses vision hearing taste smell and touch a Perceiving Through Vision 0 Size and shape VII 0 Lettering Color 0 Color Dimensions 0 Brightdull Color and physiological responsesmoods Color and liking b Perceiving Through Hearing 0 Sonic Identity 0 People use sounds to support a brand s image 0 Sound Symbolism 0 Consumers will infer product attributes and form evaluations using information from a brand s sounds syllables and words c Perceiving through taste Varying perceptions of what quottastes goodquot 0 Culture backgrounds What kinds of tastes you re used to from growing up 0 lnstore marketing d Perceiving Through Smell Smell and physiological responsemoods Product trial 0 Liking 0 Buying e Perceiving Through Touch 0 Touch and physiological responsesmoods o Liking When Do We Perceive Stimuli Absolute Thresholds o The minimal level of stimulus intensity needed to detect a stimulus 0 Lowest level of stimulation at which you can detect a difference between something and nothing Differential Thresholds o The intensity difference needed between two stimuli before they are perceived to be different Just noticeable difference jnd stimulation change required to result in detection of a change Weber s Law the stronger the initial stimulus the greater the additional intensity needed for the second stimulus to be perceived as different o If you want people to realize the improvement you made you need to make the improvement great V enough for people to notice the improvement is there ie each updated version of the iPhone Perception Often the heart of marketing issuesproblems Ex Olay PampG faced issues with Oil of Olay being perceived as oily and old a How accurate are we 0 What is perceived is not necessarily the truth 0 Colas 70 confuse Pepsi and Coke o Coffee over 50 couldn t distinguish best from worst or regular from instant Comprehension and Consumer Behavior Comprehension process of extracting higher order meaning from what we have perceived in the context of what we already know 0 Objective the extent to which consumers accurately understand the message a sender intended to communicate o Subjective what the consumer understands from the message regardless of whether this understanding is accurate 0 Closure principle that individuals have a need to organize perceptions so that they form a meaningful whole Conclusion Exposure does not lntake Exposure can be moderated by attention Attention can be directed Attention Week 32 Notes Memory and Knowledge I l Consumer Inferences a Making inferences based on 0 Brand names and brand symbols Smart Car made by superior brand When making inferences you use your existing knowledge lf Smart Car is made by Mercedes you may feel safer because Mercedes is known for quality 0 Product features and packaging Placement of product on packaging cookies abovebelow words crackers to leftright of logo 0 Price and Quality Jimmy Choo shoes priced at 1995 or 19950 0 Retail atmospherics and display If a chair is positioned in a home for a portrait it is more desirable because of cues in the background When shown against a white background less desirable II The Topic of Memory b What is it o A personal storehouse of knowledge 0 People 0 Things 0 Experiences 0 Evaluations Does memory always re ect reality 0 No c Ways to check memory 0 Recognition o The process of identifying whether we have previously encountered a stimulus when reexposed to it RecaH o The ability to retrieve information from memory without being reexposed to it 0 Like being tested d Questions 0 Does memory come in different types Yes o Is there someway to enhance memory e Types of Memory Sensory memory 0 Sensory experiences stored temporarily in memory as they are produced 0 Stored in actual sensory form 0 Generally lasts from a quarter of a second to several seconds 0 Not much processingencoding that follows unless we are motivated to process it further Can be lost if we don t analyze the information o Is put in a shortterm storage area the sensory store Operates automatically o If we further process it it will enter what is called shortterm memory 0 Comes in through our 5 senses Echoic memory very brief memory for things we hear lconic memory very brief memory of things we see 0 Information stored in its sensory form exactly the way we see or hear it 0 Working Memory 0 The portion of memory where incoming information is encoded or interpreted in the context of existing knowledge and kept available for processing Where most of our info processing takes place 0 Can be hurt when we are distracted o It forms Words form as a result of discursive processing Visual auditory tactile gustatory andor olfactory sensory forms as a result of imagery processing 0 When MAO motivation ability opportunity is low Working memory consists of a simple reproduction of an object 0 When MAO is high Working memory are more elaborated with fantasies as a result of the elaborated imagery processing 0 O 0 Longterm Memory Part of memory where information is permanently stored for later use Permanent relative term a Autobiographicalepisodic memory 0 Memory represents knowledge we have about ourselves and our past Tend to be primarily sensory mainly involving visual images May also include sounds smells tastes and tactile sensations Tend to be very personal and idiosyncratic b Semantic Memory 0 Include some concise summaries of objects people brands and events 0 When you re learning vocabulary as a child 0 Longterm memory that is NOT related to speci c examples 0 General knowledge about an entity detached from speci c episodes IV Consumer Learning and Memory How to Enhance Memory Chunking o A group of items that can be processed as a unit 0 Ex phone numbers Rehearsal o The process of actively reviewing material in an attempt to remember it 0 Greater rehearsal increases the strength of longterm memory trace thereby enhancing the likelihood that trace can later be retrieved Ex studying for a test 0 Helps maintain information in shortterm memory Aids in the transfer of information from shortterm memory to longterm memory Recirculation o The process by which information is remembered via simple repetition without active rehearsal 0 Ex remembering someone s name 0 Elaboration o Transferring information into longterm memory by processing it at deeper levels Ex connecting something to something else pneumonic devices a phone number being similar to another number you know 0 The degree of integration between the stimulus and existing knowledge develop association 0 Facilitating Encoding o A picture is worth a 1000 words more likely to recognize a photo of someone than their name 0 o Facilitate Feelings 0 Ads can evoke feelings or emotions There is a bias toward retrieving positive memories which result in o More feelings during an ad 0 More favorable attitude towards the ad and the brand
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