Please enable JavaScript.

Coggle requires JavaScript to display documents.

Week 3 - Coggle Diagram

- - - - "mere exposure effect"
        
        A phenomenon whereby repeated exposure to a stimulus increases the liking of the stimulus
        
        This relationship can be described as an inverted U. Meaning that repeated exposure increases liking only to a point. After that, adittinal repetitions decrease liking
    - - The more often we believe something, the Moree believe it to be true
  - - - Consumers might block ads, fast forward commercials, change channels, etc
      - Solution
        
        Targetted exposure.
- - - - Fights for attention, attention economy
    - - Latest research suggests that it can't really be decided but it can be switched from one object to another
  - - - Conscious
      - Requires considerable mental resources
    - - automatic, requires little effort
      - Results in pre attentive processing (non conscious processing of stimuli in the peripheral vision)
      - Can still have an impact on consumers
        
        Influences liking
        
        Influences awareness
  - - - Attractiveness
      - Music
      - Humor
    - - Prominent, Contrasting, Concrete
      - Limited amount of competing information
- - - - For a stimulus to be perceived it needs to be above the absolute perceptual threshold. This means that it needs to exceed the minimum level of stimulus intensity to perceive it
    - - Just noticeable difference or the intensity difference needed before two stimuli before they are perceived to be different
      - Webers Law
        
        The stronger/bigger the initial stimulus, the greater th additional intensity needed for the second stimuli to be perceived different
        
        K= a constant proportionality (varies across senses)
        
        delta s= smallest change in the stimulus capable of being detected
        
        S= Initial stimulus value
  - - - Size and shape
      - Lettering
      - Colour
        
        Colour and liking
        
        Colour and symbolic meaning
        
        Colour and mood
    - - sonic identity
      - sonic symbolism
    - - Varying perceptions of what tastes good
      - Culture Backgrounds
      - In store marketing
    - - Touch and physiological responses/moods
      - Liking
    - - Smell an Physiological responses/moods
      - Product trial
      - Liking
      - Buying