MAR3503 Exam 2 Luna

Perception

the process that begins with consumer exposure and attention to marketing stimuli and ends with consumer interpretation.

Stages of the Perception Process

Exposure, attention, interpretation, memory, purchase and consumption decisions

Exposure: definition

occurs when a stimulus is placed within a person's relevant environment and comes within range of his or her sensory receptor nerves

Exposure measurement

impressions (person opening a source such as a website) unique impressions (actually interacting with source) views on youtube and other sites, ratings from nielsen

Attention

occurs when the stimulus activates one or more sensory receptor nerves and the resulting sensations go to the brain for processing.

Stimulus

physical characteristics of the stimulus itself such as size and color. Can garner attention and is relatively automatic and hard to ignore

Individual

characteristics that distinguish consumers from each other. Motivation and ability are major individual factors that affect attention

situational

include stimuli in the environment other than the focal stimulus (i.e., the ad or package) and temporary characteristics of the individual that are induced by the environment, such as time pressures or a very crowded store.

Top down processes

most common are goal driven processes, come from your mind, brain imposes characteristics, motivations, interests, individual factors

Bottom down processes

Influenced by information acquired through sensory systems.

attentional processes

learner focuses attention on the critical behaviors exhibited by the model

How can we measure attention

measuring attention has to be in real time(real time physical reactions)

quizzes, pop-up surveys on websites, eye contact

short-term memory (STM)

working memory, is that portion of total memory that is currently activated or in use. Analogous to thinking, active, dynamic - not static

Maintenance rehearsal

the continual repetition of a piece of information in order to hold it in current memory for use in problem solving or transferral to long-term memory. Example (Head on)

Elaborative activities

the use of previously stored experiences, values, attitudes, beliefs, and feelings to interpret and evaluate information in working memory as well as to add relevant previously stored information.

Chunking

organizing items into familiar, manageable units; often occurs automatically

long-term memory

unlimited storage. Stores numerous types of information or knowledge, such as concepts, decision rules, processes, affective states..etc

episodic memory

memory of a sequence of events in which a person participated

semantic memory

basic knowledge and feelings an individual has about a concept. Understanding of an object or an event at its simplest level

Schemas

pattern of associations around a particular concept. Sometimes called a knowledge structure. A complex web of associations.

scripts

memory of how an action sequence should occur (such as drinking when your thirsty)

Characteristics of the associative network model of memory

Associative networks organize and link many types of knowledge together. Mind organized like a fishing net, associations may or may not be linked. Activation of network of memory depends on how strong the link is. Automatic process

High involvement

consumer is motivated to process or learn the material.

low involvement

consumer has little or no motivation to process or learn the material

Classical conditioning

the process of using an established relationship between one stimulus (music) and response (pleasant feelings) to bring about the learning of the same response (pleasant feelings) to a different stimulus (the brand). (example: positive responses in commercials due to use of music)

Operant conditioning

(or instrumental learning) involves rewarding desirable behaviors such as brand purchases with a positive outcome that serves to reinforce the behavior.

Cognitive learning

when people interpret information in the environment and create new knowledge or meaning.

Types of cognitive learning

accretion, tuning, restructuring

Accretion

little effort

tuning

to

restructuring

alot more effort

Iconic Learning

learning a concept or the association between two or more concepts in the absence of conditioning

Vicarious

observing the outcome of others behaviors and adjusting their own accordingly, can use imagery to anticipate the outcome of various courses of actions

analytical

most complex, using creative thinking to restructure and recombine existing information as well as new information to form new associations and concepts, credible info can challenge ones beliefs and trigger reasoning

Extincition

forgetting because the desired response decays or dies out if learning is not repeated and reinforced

retrieval failure

information in the long term memory cannot be accessed to be used for the short term memory

Dual coding

storing the same information in different ways, results in more internal pathways for retrieving information and can increase learning and memory

interference definition

difficulty retrieving a specific piece of information because related information in the memory gets in the way.

How to avoid interference

avoid competing advertising, strengthen initial learning, reduce similarity to competing ads, provide external retrieval cues

Recall

elaboration leads to strong links which then leads to higher recall. Spontaneous activation, search and retrieval.

recognition

Rehearsal leads to strong concepts which then leads to higher recognition but NOT higher recall. Retrieval but not search.

How we can enhance recall/recognition

repetition and elaboration in ads

Mere exposure

simply presenting a brand to an individual on a large number of occasions might make the individual's attitude toward the brand more positive.

Product (re)positioning: The Yellowbook case.

Main takeaway was yellowbooks tried to do major repositioning to try to get with digital times, might not have been successful, depends on target demographic. Tv, radio and video were used as mediums. Syncing calendars and saving personal searches as well.

Motives

a construct representing an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response.

Motivation

the reason or reasons one has for acting or behaving in a particular way.

Needs

recognized when a consumer feels a gap between a desired state and their current state

Wants

something we desire but don't need to survive. Socially learned ways of satisfying needs.

Maslow's hierarchy

1. Physiological

2.Safety

3.Belongingness

4.Esteem

5.Self actualization

1. Physiological needs

food, water, warmth, rest

2. Safety

seeking physical safety, security, stability, familiar surroundings

3. Belongingness

desire for love, friendship, affiliation, group acceptance

4. Esteem

desire for status, superiority, self respect, and prestige

5. Self-actualization

need to live up to one's fullest and unique potential

MacGuires list

developed a classification system that organizes motive theories. He divided motivation into four main categories using two criterias, is the mode of motivation cognitive or affect, is the motive focused on preservation of the status quo or on growth? Is this behavior actively initiated or in response to the environment? Does this behavior help the individual achieve a new internal or a new external relationship to the environment? Detailed set of motives.

Manifest motives

motives that are known and freely admitted

Latent motives

are either unknown to the consumer or are such that they are reluctant to admit them.

projective techniques

1.association

2.completion

3.construction

association techniques

a type of projective technique in which the respondent is presented with a stimulus and asked to respond with the first thing that comes to mind

Completion Techniques

a projective technique that requires the respondent to complete an incomplete stimulus situation

construction techniques

a projective technique in which the respondent is required to construct a response in the form of a story, dialogue, or description(cartoon, third person, picture response)

Ethnographies

detailed descriptive studies of human societies

acculturation outcomes

assimilation, maintenance, resistance, segregation

Buchanans whiskey case

In the whiskey case it showed people from other countries becoming accustomed to living in america but still holding on to some form of their hispanic roots, the whiskey they drank reflected this. Buchanans focuses on people in between assimilation and segregation.

Attitudes

an enduring organization of motivational, emotional, perceptual and cognitive processes with respect to some aspect of our environment.

Cognitive component

a component of attitude that reflects what a person believes to be true

Affective component

A component of attitude that reflects what a person feels about the issue at hand—his or her like or dislike of something.

behavioral component

A component of attitude where one's tendency to respond in a certain manner toward an object or activity.

multiattribute attitude model

a model that combines a number of pieces of information about belief and evaluations of attributes of an object

how can marketers improve attitudes toward their brand through this model?

they could find out what consumers think about certain products and reposition them.

-increase scores on important attributes

-increase weight of attributes where they have an advantage

Elaboration Likelihood Model (ELM)

a model of persuasion maintaining that there are two different routes to persuasion: the central route and the peripheral route

Central route

high involvement processing, strong attention, conscious thoughts, persuasion generally laters product beliefs

Peripheral route

low-involvement processing, limited attention, low information processing, persuasion operates through classical conditioning

Which route generally leads to

better results for marketers?

tend to be stronger, more resistant to counter persuasion attempts, more accessible from memory, and more predictive of behavior

The pet snacks case(which route)

Central route because the demographic is highly involved

Lifestyle

The way in which a person or group lives

How do we measure lifestyle

attitudes, values, activities and interest, demographics, media patterns, usage rates,

Recall

elaboration leads to strong links which then leads to higher recall. Spontaneous activation, search and retrieval.