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week 2 notes

by: odette antabi

week 2 notes MKT310

odette antabi
GPA 3.6

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About this Document

complete class notes
consumer behvior
howard marmorstein
Class Notes
MKT310, Consumer, behavior, UM, notes, class, 2, week2
25 ?




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This 2 page Class Notes was uploaded by odette antabi on Saturday September 10, 2016. The Class Notes belongs to MKT310 at University of Miami taught by howard marmorstein in Fall 2016. Since its upload, it has received 11 views. For similar materials see consumer behvior in Marketing at University of Miami.


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Date Created: 09/10/16
Case soup  Their sales were declining  Hired a research firm to see the cause Pro’s of the research  Tested individually  Tested 3 times each of the soups  consistency and they really see differences. Counter balancing  Random sample  Blind-test  2 stage process. First they used focus groups to identify the cause and then the actual experiment Con’s  did not examine predictive validity of data  rankings cant be averaged  15 tests too many  asses reliability. They needed to test reliability. Maybe one of the test was not relevant reliability consistency. Will you get the same answer if you ask again average is not a good metric. You never buy the second or third option of your favorite soup. Cannibalization Ads cant be scored at the average they need to be to a specific target market. Better a small group that has them as their first option than a larger average Perception: how marketers approach their consumers to get their attention the way we frame things can affect how people perceive things. Ex: article about the influence of shapes. The volume of a drink in taller or shorter glasses we see changes more or less depending on the size of the object. Relative changes. $1 off a $3 item you will notice. But $1 off an $80 shirt you wont. Adds on in a $20,000 car wont change Webber effect law: relative changes. Noticeable difference Marketers use it for pricing, package sizing, logo changes… You can use it either way to make something noticeable or not Ex: the price of cocoa goes up. Hershey’s wants to reduce the costs of their chocolate, because it is more expensive now to produce it and want to earn the same, but they don’t want to raise the price. They could make a bar a bit smaller or use less cocoa to save money and consumers wont notice it Subliminal messages: you cant discriminate what it is Ex: showing rapidly something you can’t tell what it is  people say that it works but it really doesn’t  ex: in a cinema they showed a quick message that says to go buy popcorn and coke. They cant prove that it really works seen as unethical, don’t use them Gestalt psychology: people process info instinctively. You try to recognize what is going on instead of decomposing it into parts  figure ground principle: consumers perceive patterns  negative space: space left over between figures  common fate: thing moving on the same direction are grouped together  closure automatically fill in the blank spaces generation effect: people need to generate info to understand the add give more attention. Ex: closure


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