Chapter 4 notes
Popular in Consumer Behavior
Popular in Marketing
This 4 page Class Notes was uploaded by Annie Danyluk on Monday October 12, 2015. The Class Notes belongs to MKT 3020 at Clemson University taught by Professor Jennifer D. Siemens in Fall 2015. Since its upload, it has received 35 views. For similar materials see Consumer Behavior in Marketing at Clemson University.
Reviews for Chapter 4 notes
Report this Material
What is Karma?
Karma is the currency of StudySoup.
You can buy or earn more Karma at anytime and redeem it for class notes, study guides, flashcards, and more!
Date Created: 10/12/15
Chapter 4 Comprehension Memory and Cognitive Learning 09232015 Comprehension Understanding a stimulus Necessary to form a judgment Affected by 0 The message itself Variables sales people 0 The receiver 0 The environment Variables are you in a hurry Physical characteristics of the message 0 Larger the fontpicture more likely comprehension Varied meaning of colors 0 Ex green healthy 0 Should you use letters or numbers in your ad or brand 0 Honda S2000 vs Honda Passport 0 Numbers sound fancy o Passport sounds family 0 Font Choices 0 Scriptfancy or handmade 0 Bold A way different feeling SimplicityComplexity Simple phrases such as fat free often communicate more clearly than detailed information Message Source Factors Likeability We believe people more like us Expertise Sports stars in sports gear commercials Trustworthiness Tiger Woods is an expert but not trustworthy Attractiveness Message receiver Characteristics 0 Better Comprehension if 0 Higher intelligence 0 Highly involved 0 Less familiarity with message 0 Brain Dominance Right brainedvisual LeftBrainedVerbal Habhua on Novelty is like a reward Novelty only works for a while soon becomes the new standard How does this relate to conditioning and extinction Environmental effects on comprehension Information intensity overload o Flyers on a wall 0 Framing o How the product is presented to us 0 Timing of the message 0 Taco bell ads on late at night PERCEPTION AFFECTS EXPECTATION Framing The meaning of the message is perceived differently based on the information environment presentation 0 Climate Change vs Global Warming 0 Trash vs Landfill Environmental NudgeFraming to reduce spillage at a train station 0 Nudging is a kind of framing Painted a y in the toilet to decrease spillage Peeing everywhere 0 Calling trash land ll Mental Process Assisting learning Repetition weakest but common 0 Dual coding 0 Meaning derived from the content of the message and something else 0 Meaningful Encoding encoding 0 Attach info you already Chunking 0 Breaking info into smaller parts Dual coding What brands do you associate with a song or smell with 0 Subway smells like fresh baked bread Meaningful encoding 0 Attach what you are trying to learn to something you already know SWOT 0 Colors of a rainbow ROYGBIV o Planets My very eager mother sent us nine pies o ABC s is to the song twinkle twinkle little star Chunking 8672309 is easier than 8672309 Active network 0 A network of mental pathways linking knowledge within memory 0 Ex FireSmokeGreyelephantSafari Cognitive schema Schema An organized associative network about some concept 0 Exemplarconcept within a schema that is the single best representative of some category Fast foodChick l a Late night talk show hostjimmy falon o Prototype Characteristics associated with concept When exemplars don t exist Chari Car Salesman Associative network 0 A network of mental pathways Schematas matter 0 All productsbrands are compared to the exemplar Do they t the schemata o Betterworse 0 Characteristics outside the schemata may need more explanation 0 Improve product adoption by minimizing behavior change In uencing Behavior thought knowledge 0 Apple dippers l promoted instead of fries Reaction to new productsbrands Scripts and social schemata Script 0 Schemata of an event 0 What to expect in that encounter 0 IE negotiating at the car dealership Social Schemata 0 Social stereotype o Scema about a quottype of personquot Consumers often identify with a particular stereotype Adapt their behaviors and purchases to t that stereotype Social schemata and popular culture 0 Teens compare themselves to exemplars Trying to t into the schema of quotcoolquot or popular
Are you sure you want to buy this material for
You're already Subscribed!
Looks like you've already subscribed to StudySoup, you won't need to purchase another subscription to get this material. To access this material simply click 'View Full Document'