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week 3 consumer behavior notes

by: ajtovar

week 3 consumer behavior notes MKTG 3553

Marketplace > University of Arkansas > Marketing > MKTG 3553 > week 3 consumer behavior notes
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About this Document

from exposure to comprehension
Consumer Behavior
Alireza Golmohammadi
Class Notes
Marketing, business, Consumer, behavior, exposure, comprehension
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This 2 page Class Notes was uploaded by ajtovar on Friday September 9, 2016. The Class Notes belongs to MKTG 3553 at University of Arkansas taught by Alireza Golmohammadi in Fall 2016. Since its upload, it has received 5 views. For similar materials see Consumer Behavior in Marketing at University of Arkansas.


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Date Created: 09/09/16
Week 3 1. inconsistency with attitudes a. when inconsistency w/ attitudes occurs, we try to remove or at least understand the inconsistency i. moderate inconsistency, not high inconsistency 1) Consumer Ability: a) product knowledge and experience (experts vs novices) i) different types of info processing (1) ex. Experts are better able to process info about product attributes. Ex. They better understand what it means for an internal hard drive to have 500 gb of space (2) novices are better able to process info about product benefits ii) using heuristics (1) novices use heuristics (simple ques and info) (2) making inferences based on observations iii) use analogies (1) ex. This hard drive can hold a library full of data b) cognitive style (visual/ verbal): preference about how info should be presented c) Complexity of info: as complexity of info increases, avg customer’s ability to process that info decreases. Need to simplify info i) technical or quantitative info ii) pictures w/o words are ambiguous and customers are less able to process the info d) intelligence, education, age e) money 2) marketing implications a) if consumers don’t have sufficient prior knowledge, develop educational messaged as a first step b) pay attention to diff processing styles, education levels, and ages of target consumers i) Highly motivated but visually oriented parents may be less able to assemble a toy if instructions are written and difficult. Need to provide visual illustrations c) Providing info enhances consumer’s abilities to process it, make decisions, and act on those decisions i) Ex. Having reviews on products and stars (5/5) 1) Consumer opportunity a) Time i) Limited info processing b) Distraction c) Amount of info i) When there is too much info, opportunity for processing will be low From Exposure to Comprehension Exposure-attention-perception-comprehension 1) Exposure: the process by which the consumer comes into contact with a stimulus a) Marketing stimuli: messages and info about products or brands and other offerings communicated by either the marketer (via ads, salespeople, brand symbols, packages, signs, prices, and so on) or by non-marketing sources (e.g. the media, word of mouth) b) To some extent, customers can select what they will be exposed to and avoid other stimuli c) Factors influencing exposure i) Position of an ad (front/back of mag; beginning/ end of comm. Break; product placement) ii) Product distribution (1) The more widespread the higher the likelihood of exposure iii) Shelf placement (1) Products on end of isle or take up more shelf space get more exposure (2) Products from waste to eye level get more exposure d) Selective exposure: consumers can actively seek certain stimuli and avoid others i) Consumers avoidance of marketing stimuli is a big problem for marketers (1) Cutting the cord (people are using online streaming instead of cable and they are avoiding ads) (2) Behaviorally targeted ads 2) Attention: the process by which we devote mental activity to a stimulus i) Necessary for info to be perceived b) A key factor in influencing consumer perception is exposure c) Marketers need to grab consumers’ attention d) Cluttered marketplace: hard to capture customers attention i) A typical supermarket now carries 30,000 diff packages ii) More than 6,000 commercials are aired each week e) Consumers have become adapt in ignoring many promotional messages f) Selectivity: we decide what we want to focus on at any one time g) Characteristics of attention i) Selective (1) We pay less attention to things we have seen many times before (2) We pay more attention to things that appeal to our goals ii) Capable of being divided (1) We can parcel our attentional resources and allocate them to different things (2) Ex. Drive a car and talk at the same time iii) Limited (1) We don’t have infinite attentional resources (2) Can be easily distracted


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