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Consumer behavior: The psychological core (Chapter3)

Exposure

Physical contact wit a stimulus

Perception

Attention

for which

marketers

select the media

develop communications for targeted consumers

Influencing factors

Selective exposure

Measuring exposure

The position of an ad

Product distribution and shelf placement

Consumers control their exposure to stimuli

zipping

zapping

for example

track consumers exposre

accurately

completely

mental activity devoted to a stimulus

Characteristics

selective

capable of being divded

limited

Focal and non focal attention

Preatentive processing

Hemispheric laterization

Preattentive processing, brand name liking, and choice

nonconscious processing of a stimuli in peripheral vision

Left Hemisphere

Right Hemisphere

stimuli in

Right visual field

Left visual field

best at

best at

Counting

Forming sentences

Words

Music

Pictures

Spatial informstion

People tend to like a brand or choose a product if they have processed it preattentively

Customers segments

Definded by the amount of attention they pay

minimal attention consumers

sustained attention consumers

Habituation

Stimulus becomes familiar

loses its attention-getting ability

and

Stimuli is registered by on of our 5 senses

Vision

Hearing

Taste

Touch

Smell

Size and shape

Lettering

Color

Efects on physiological respones and mood

Liking

speed

auditory intensity

pitch

asociation or sound symbolism

cultural background

depens on

Effects on physiological responses and mood

Smells and Product trial

Smells and liking

Smells and buying

preferences determined by culture

To perceive a stimuli

Absolute threshold

Diferential threshold

minimum level of stimulus intensity for a stimulus to be perceived

intensity difference needed between two stimuli so people perceive that the stimuli are different