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Exposure to Comprehension (Exposure = coming into physical contact with a…
Exposure to Comprehension
Exposure = coming into physical contact with a stimulus
Position of an ad within a medium
Product distribution, intensive vs exclusive
Shelf placement
Selective exposure = consumers search certain stimuli but avoid or resist others
Attention = the amount of mental activity a consumer devotes to a stimulus
Limited, selective, divided, weakened through habituation
Focusing on a stimulus (focal attention) while at the same time being exposed to other stimuli (non-focal attention). Pre-attentive processing = the non conscious processing of stimuli, such as in peripheral vision
To increase attention, make stimulus personally relevant, pleasant, surprising, easy to process
Perception = the process of determining the properties of stimuli using vision, hearing, taste, smell and touch
Absolute threshold = the minimal level of stimulus intensity needed to detect a stimulus
Differential threshold = the intensity difference needed between two stimuli before they are perceived to be different (just noticeable difference)
Subliminal perception = the activation of sensory receptors by stimuli presented below the perceptual threshold
Perceptual organisation = the process by which stimuli are organised into meaningful units
Closure = organising perceptions so that they form a meaningful whole
Grouping = grouping stimuli to form a unified picture or impression
Figure and ground = interpreting stimuli in contrast of a background
Preference for the whole = perceiving more value in the whole
Comprehension = the process of extracting higher-order meaning from what we have perceived in the context of what we already know. Identifying the marketing stimulus and understanding the message it conveys
Concerns
Miscomprehension = consumers inaccurately interpret the meaning of the message
Effect of MAO = the impact of low motivation, limited opportunity, and message complexity on comprehension
Subjective comprehension = what the consumer understands from the message regardless of its accuracy
Effect of the culture = the impact of low vs high context culture, language, social class on comprehension
Objective comprehension = whether consumers accurately interpret the intended message
Consumer inferences = the conclusions consumers draw or interpretations they form based on the message
Incongruent = if brand A contains attribute 1 then it will not contain attribute 2
brand names and symbols, product features and packaging, price, message wording, retail atmospherics, displays and distributions
Congruent = if brand A contains attribute 1 then it will also contain attribute 2