consumer behaviour week 2

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  • Created by: jmf00632
  • Created on: 23-02-20 00:00
What is the sequential model of marketing?
it begins with the perceptual process - exposure, attention, perception
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then it continues with....
learning, attitude, action and post purchase
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defintion of perception
Perception is the process by which physical sensations such as sights, sounds, and smells are selected, organised, and interpreted. The eventual interpretation of the stimulus allows it to be assigned meaning
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so what does the perceptual process highlight the importance of?
this says that consumers need to be aware of marketing stimuli- they come aware of this through their sense e.g. they have seen an advertisement of the brand – they come in to contact with the brand through their external awarreness
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what are the 3 stages of the perceptual process?
exposure, attention, interpretation
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definition of exposure..
“… reflects the process by which the consumer comes into contact with a stimulus” (Hoyer & MacInnis, 2013). – this emphasises their sense in order to come in to contact with different stimuli
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however....
this is not a straightforward process as there is different theories that consumers can come into contact with their stimuli
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sensory/ sensation is the....
immediate response of our sensory receptors to stimuli such as light, colour and sound.
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factors influencing exposure...
• Position of an ad e.g. when advertisers put an ad at the bottom left of a magazine it maximises exposure by 50 percent • Product distribution • Shelf placement e.g. the most effective shelf that maximises sales is at the eye level - *Selective ex
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3 key concepts in exposure
sensory threshold, absaloute threshold, differential thresehold
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sensory threshold - the main one
Stimuli that may be above or below a person’s sensory threshold, or the point at which is strong enough to make a conscious impact in his or her awareness
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absaloute thresehold
the minimum amount of stimulation a person can detect on a given sensory channel (a difference between something and nothing/ the lowest level at which a stimulus can be detected)
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differential threshold
the ability of the sensory system to detect changes in or differences between two stimuli
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marketing stimul should be...
ABOVE OUR THRESEHLD e.g. at an eye test you don’t see the little words because it is not big enough to make your receptors react to it
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just noticalbe difference - example
e.g. Starbucks changing their logo or make the packaging smaller – this will be below their threshold
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second stage of the perceptual processs....
attention
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attention relates to the......
mental activity and the time we dedicate to a product we don’t alsy go to the next stage because consumers are experiencing a sensory overload
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definition of attention
• Attention is the extent to which processing activity is devoted to a particular stimulus • Attention “…the process by which we devote mental activity to a stimulus…necessary for information to be processed…activate our senses
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it is important to grab consumers attention because they experience...
sensory overload
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this means that marketers need to...
break through the clutter = Opportunity to attend the marketer’s message
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perceptual selection - relates to the sensory overload that consumers experience
marketers need to understand the why ad wants of their consumers as it shows that consumers only pay ttention to their current needs and wants
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for example...
if your machine is broken and you see an ad on a washing machine you activte your perceptual vigilance
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when does perceptual selectivity occur?
when consumers are in a state of sensory overload and attend to only a small portion of the stimuli that they are exposed to.
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there are 3 types of perceptual filters....
perceptual vigilance, perceptual defense, adaptation
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perceptual defence definition
this Is activated when we come into contact with stimuli that is threatening e.g. when consumers expose themselves to marketing messages of smoking consequences
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3 rd step of the perceptual process....
interpretation - this is the final and most crucial part of the perceptual process – because if we do not organise this info in this specific structure then the consumer will forget about your brand
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interpretational defention
• Interpretation refers to the meaning we assign to sensory stimuli, which is based on a schema-
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definition of schema
: memory-stored cognitive structures of prior knowledge about a concept which specify the entire configuration of its defining and relevant attributes (Crocker, 1984; Fiske, 1982; Fiske and Taylor, 1991
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put in simple terms schemata refers to..
the different structures that we create within our memories in order to organize information
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semiotics
The field of semiotics helps us to understand how marketers use symbols to create meaning- what marketers try to do is to transfer the meaning from the celeb to the product – helping consumers to organise info
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for example...
if there is a chanel add with a pretty lady marketers want consumers to relate to her and buy the perfume
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the 4 perceptual principles for organising stimuli...
gestalt psychology, principle of closure, principle of similarity, figure ground principle
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gestalt psychology
the whole is greater than the sum of its parts- gestalit principle relate to theories that explain how marketers organise stimuli it ays that consumers see incomplete images as complete by filling in the gaps – e.g. smiley face with only a smile – t
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principle of closure
consumers tend to perceive an incomplete picture as complete, filling in the blanks based on previous experience
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figure ground principle
where one part of the stimulus will dominate while others recede into the background
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principle of similarity
consumers tend to group together objects that share similar physical characteristics. – consumers try to use the same colours
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impact of the different stimuli (our 5 senses)
vision, touch smell/scent, sound, touch, taste
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vision
marketers rely heavily on visual elements in advertising, store design and packaging. Colours are rich in symbolic value, generates recognition and identity. – ONE OF THE MOST DOMINANT SENSE THAT IS USED IN MARKETING
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smell/ scent
odours can stir the emotions or have a calming effect, they can invoke memories or relieve stress. – SECOND MOST USED – IT IS ONE OF THE MOST RESEARCHED BECAUSE WHEN CONSUMERS ARE EXPOSED TO FAMILIAR SENSE THIS INLUENES THE TIME THEY SPEND IN THAT SH
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sound
can affect people’s feelings and behaviours, increases brand recall & attitude.
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touch
tactile cues can have symbolic meaning, increase persuasion and feelings of ownership
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taste
- can contribute to our experiences of many products and can lead to more positive sensory thoughts
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sensory characteristics
quality, magnitude and duration of characteristic
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consumption experiences
Companies stage an experience whenever they engage customers, connecting with them in a personal way (e.g. Disney, Starbucks)
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sensory marketing
: marketing that engages the consumers’ senses and affects their perception, judgment, and behaviour (Krishna, 2012)
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embodied cognition
the idea that without our conscious attention, our bodily sensations help determine the decisions we make, i.e. bodily feelings as a source of information  how human senses and situations influence human thinking-
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emboded cognition put in simple terms
this says that consumers can interpret different meanings about a brand by using their sense
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the senses can be routed in..... (3)
1) product itself 2) ambient conditions or 3) advertising messages
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Krishna et al., 2016, The power of sensory marketing in advertising, Current Opinion in Psychology, 10:142–147 for example.....
research shows that consumers prefer higher dynamism advert because we continue the movement in our minds compared to lower dynasim (the watch example)
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then it continues with....

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learning, attitude, action and post purchase

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defintion of perception

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Card 4

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so what does the perceptual process highlight the importance of?

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Card 5

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what are the 3 stages of the perceptual process?

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