Learning, Perception, Memory
Chapter 3
Learning
Perception
How people interpret reality
Change in behavior due to an external stimulus
Exposure
Presenting stimulus to a consumer so that they will learning something new or change their perception
Sensation
A person's response to stimulus/exposure
Sensory Marketing
Appealing to the senses as a primary means of demonstrating value
Attention
When someone choses to use their mental faculties to engage with a stimulus
Grounded Cognition
The theory that sensation impacts thoughts without the thinker's consent
Cognitive Organization
The process by which the brain makes sense of stimuli
Assimilation
When something seems familiar because it has similarities to past experiences or things that someone is used to
Accommodation
When something is similar to but not exactly the same as something the person is familiar with
Contrast
When Something is markedly different than what we are used to
Anthropomophism
When something that isn't human is given humanlike characteristics to make it seem more relatable
Selective Exposure
Choosing to expose yourself to some things but not others
Reinforcement
Different tools that marketers use to shape consumer behavior
Conditioning
Methodically training consumers to think and behave in a certain way by reinforcing specific behaviors
Chapter 4
Comprehension
Understanding knowledge to the point where you can use or act on it
Message
What a business or person is trying to say
Message Characteristics
The tools used to send a message such as color, intensity, font, numbers, size, and shape
Message Congruity
How well the message characteristics work together to give a unified message
Language
The verbal or written way that a message is given. This includes standard literary devices such as figurative language
Message Source
Factors such as expertise, trustworthiness, credibility, arguments will dictate how accepted the source of a message is
Familiarity/Involvement
The more familiar and/or engaged someone is with a message source, the more likely they are to accept the message
Memory
How memorable a message is will determine how impactful it will be
Chapter 5
Homeostasis
The motivation to do something or not to avoid change
Self Improvement
The motivation to act in a certain way to improve one's self
Maslow's Hierarchy of Needs
A theory that says people move from pursuing survival to pursuing enlightenment as their needs are increasingly met
Motivation
Hedonic or Utilitarian Motivation - consumers are motivated by either practicality or pleasure
Involvement
Consumers are engaged with things that require greater involvement
Emotion
Consumers engage more with things that evoke greater emotion
Appraisal
Consumers will evaluate stimulus/content to see if offers enough value to be worth engagement