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Exposure to Comprehension (Perception: process of determining properties…
Exposure to Comprehension
Exposure: process by which the consumer comes in physical contact with a stimulus
Marketing stimuli: info about offerings communicated either by marker or non-marketing sources
Mere Exposure Effect: phenomenon where by reported exposure to a stimulus increases liking, only to a certain point, after than repetition reduces liking as bordem sets in
Selective exposure: consumers can and do actively seek out certain stimuli, avoid and resist others
thus personal relevance influences exposure
avoid stimuli that are distorting which could lead to disliking
avoid ads for product categories they do not use
Cannot process them all
Position of an ad
product distribution: more stores with brand increases exposure
Attention: how much mental activity a consumer devotes to processing a stimulus
Characteristics
Limited: stimuli missed, esp in unfamiliar surroundings
can attend to multiple stimuli if processing is relatively automatic and effortless, however cannot attend to all
Selective: decision on what to focus on at any one time, choosing not to focus or mentally process
less attention to things seen lots of times
affected by goals
Divided: allocated some attention o one task and some to others
Focal: conscious and requires considerable mental resources
Non-focal: automation and less mental resources
Pre-attentive processing : non-conscious processing of stimuli in peripheral vision
Info processes through pre-attentive increase linking as its more familiar
Hemispheric lateralisation: different side of brain process different stimulus
Habituation: process by which a stimuli loses its attention-getting abilities by virtue of its familiarity
Prominence: intensity of stimuli that causes them to stand out relative to the environment
concreteness: extent to which a stimulus is capable of being imagined
Perception: process of determining properties of stimuli using vision, hearing, taste, smell, touch
Vision: size, shape, lettering, colour
hearing: slow - leisurly shopping vs fast paced music - increase traffic flow
Taste:changes with culture
Smell: creates physiological responses and moods to increase linking and buying
touch: effects physiological responses
Cross model perception: ability of stimuli received in 1 sensory modality to influence perception in another sensory modality
Absolute threshold: minimal level of stimulus intensity needed to detect a stimulus
Differential Threshold (just noticeable difference): intensity of difference needed between two stimuli before they are perceived different
Weber's Law: the stronger the initial stimulus, the greater additional intensity needed for the second stimuli to be perceived as different
Perceptual organisation: process by which stimuli are organised into meaningful units
Figure and foreground: interpreting stimuli in context of background
Closure: principle that individuals have a need to organise perceptions so that for a meaningful whole
Grouping: grouping stimulate perceive to form unified picture or impression
bias for the whole: perceive more value in a whole that in the combined parts that make up a whole