Week 4 Consumer Behavior Notes
Week 4 Consumer Behavior Notes MKTG 3553
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This 3 page Class Notes was uploaded by ajtovar on Sunday September 18, 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: 09/18/16
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 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) (2) Short lived – can be held for 18-30 seconds; unless it gets processed and passed on into LTM (3) Most active type of memory. Most info processing occurs here ii) Discursive processing: processing info as words iii) Imagery processing: processing info in sensory form – visual, auditory, tactile, taste, smell format c) Marketing implications i) Using STM (especially imagery) (1) Imagery improves the amount of the info processing (2) Imagery can impact purchase (3) BUT… unrealistic imagery harms satisfaction d) Long Term memory: the part of memory where info is permanently stored for later use i) Once in LTM, its always there ii) 2 major types of long-term memory (1) Autobiographical (episodic): knowledge about ourselves and our past experiences (2) Semantic: not tied to specific events… we know what a burger is 3) Process of memory a) Sensory input sensory register short term (w/ rehearsal) long term 4) Types of memory a) Explicit memory: consumers are consciously aware that they remember something i) Recognition: did you see this ad yesterday? Dead memory ii) Recall: which ads do you remember seeing yesterday? Aided memory b) Implicit memory: consumers are not consciously aware that they remember something i) Processing fluency: feelings of familiarity caused by implicit memory
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