Consumer Behavior Week 1: Psychological Core | Quizlet

perception (definition)

is the awareness or understanding of sensory information

what are the building blocks of perception?

1. exposure
2. attention (devoted to stimuli)
3. comprehension

steps processing of stimuli

1. sensing: immediate response
2. organizing: categorizing information
3. reacting: physical or mental

how to organize information?

1. assimilation: share same characteristics, fits the category
2. accommodation: share some but not all characteristics, needs adjustment
3. contrast: does not share any characteristics, does not fit category, formation of new category

traditional dissociation paradigm

this theory states that awareness is not necessary for stimuli to influence consumers.

objective threshold

the threshold which is need to be met for the stimulus to be detected by the senses.
- if not met --> there's no perception

subjective threshold

threshold which is a function of attention and motivation
- if not passed --> stimuli is subliminal, we are affected but not aware
- if passed --> supraliminal, stimuli enters conscious awareness.

hwo to measure something consumers aren't aware of?

2 methods
- direct: recognition --> do you recognize?
indirect: change in mood --> what do you feel now?

mere exposure effect

repeated exposure to a stimulus can change affect

mere exposure effect & awareness

- effect stronger when the stimuli presented is not recongized by the consumer
- subliminal > supraliminal

mere exposure effect (bornstein, 1992): experimental procedure

- polygons vs photographs of women
- 5ms (subliminal) presentation, 500ms (supraliminal presentation)
- different exposure (0, 1, 5, 10, 20 repetition)
- after exposure -> liking was measured

mere exposure effect (bornstein, 1992): results

- frequently exposed stimuli -> more liking
- 5ms higher ratings than 500ms
- 5ms showed more rapid increase in liking w/ increased exposure
- not significant effect more 500ms

mere exposure effect (bornstein, 1992): problems

1. polygons were not easily recognizable, replaced with welsch figures
2. homogeneous presentation was changed to heterogeneous presentation of stimuli

the basics of attention

- english readers start top left
- large elements draw more attention
- color and motion draws more attention
- pictures draw in more attention

grabbing involuntary attention (bottom-up)

increase salience, increase vividness

grabbing voluntary attention (top-down)

make it personal, connect with needs

gestalt principles

proximity, similarity, continuity

2 visual ways to grab attention

- design: visual properties of product
- display: visual properties of the surrounding environment

attention and violation

attention is directed to the unexpected: violation of visual expectation, previous knowledge and norms

center stage effect

belief that products placed in center are more popular which makes consumers prefer products in the center

central fixation bias

natural response is to look at the center because: 1. optimal location for information, 2. orbital reserve -> tendency for the natural position of the pupils to be in center

gaze cascade effect

we tend to choose an item that was last fixated on in the last phase of decision making,

central gaze cascade effect: results (atalay et al., 2012)

- center has higher # of fixations
- center has higher duration of fixation
- center has higher choice
- attention mediates between center and 1) brand choice 2) brand purchase

memory definition

psychological process by which knowledge is stored and recorded.

retrieval defintion

the process of remembering or accessing what was previously stored in memory

types of memory

sensory memory, working memory, long term memory

ways to retrieve memory

- mental tagging -> small pieces of coded info
- rumination

memory associations

When we are presented with ambiguous information in the form of concepts that share some associations, individuals may initially think about many possible references and rely on contextual cues to narrow their thoughts to the intended one.

associative view of memory: rq (Dimofte & Yalch, 2011)

can ad-hoc association between indirectly related nodes be created merely because these nodes' individual associations with a common third node are activated at simultaneous or temporally adjacent moments?

associative view of memory: hypothesis (Dimofte & Yalch, 2011)

1. if A -> B -> C: priming B is enough for implicit transfer of associations from C to A
2. if A -> B -> C: priming B is enough for + or - valence of C to transfer to A.

EX: corona beer -> corona virus -> hospital: priming corona virus is enough to transfer knowledge and affect from hospital to corona beer

associative view of memory: experimental procedure #1 (Dimofte & Yalch, 2011)

- 2 (mayo clinic & cleveland center) x (mayo & ketchup)
- priming B (clinic name: mayo & kethcup) should transfer association of C (kethcup & mayo) with A (clinic & center)
- transfer from A to C but also from C to A

associative view of memory: results (Dimofte & Yalch, 2011)

- mayo has negative association: mayo clinic decreases evaluation of mayonnaise

associative view of memory: experimental procedure #2 (Dimofte & Yalch, 2011)

2 (team name: trojans vs saints) x (jersey number: 69 vs 96)
- trojans & 69 -> sex, higher WTP & liking
- saints & 69 -> negative affect

associative map components

- main concept (product)
- primary associations
- secondary associations
- higher order associations: abstract concepts
- lower order associations: characteristics & attributes

sensation vs perception

- S: when we are exposed to a stimulus, no understanding, when a specific sense is stimulated
- P: when we are aware of the stimulus, understanding, attention is devoted to something in environment

5 sensory modalities & application

1. vision: influence attention and perception
2. touch: influence perception of quality, luxury
3. taste: influence perception flavor, quality, healthiness
4. smell: influence perception of emotional appeal, quality
5. hearing: influence perception of quality, emotional appeal

sensory marketing

can help create a distinct brand identity, enhance consumer experience. by engaging multiple senses, companies can create a more memorable brand experience

sensory congruency

the degree which sensory cues in product or environment are consistent with consumers' expectations and prior experiences.
- congruency can help enhance consumer perception of quality, emotional appeal, can lead to more positive judgments.

challenges of sensory congruency

- variation of expectations
- too obvious sensory cues can backfire -> lead to negative perceptions

haptics: interpersonal touch

interpersonal touch is related to oxytocin
- people who receive interpersonal touch leave more tips and more satisfied.

haptics: touching products

touching products increases ownership of that objects, can lead to endowment effect

smell

scent can trigger emotions and memory for the associated information
- dior sauvage -> dick that broke your heart

hearing

sound symbolism: we extract meaning from sounds

vision

visual depictions of a product can result in mental imagery of using the product and can affect purchase intention.
- mug with a right handle, increases mental stimulation for right-handed people.

crossmodal interactions

interactions of two senses that can help establish sensory congruency.

taste: mcdo & subway study

- if fast food restaurants claim to be healthy like subway (vs mcdo), people underestimate the calorie of the main dish
- therefore they chose higher calorie side dishes