Consumer Beh ch 8

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Author:
kyle.coughlin
ID:
175236
Filename:
Consumer Beh ch 8
Updated:
2012-10-03 11:54:36
Tags:
Consumer Beh
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Description:
Consumer Beh ch 8
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  1. Nature of perception
    exposure --> attention --> interpretation --> memory
  2. Selective exposure
    • ad avoidance...
    • zipping: fast forwarding
    • zapping: changing channel
    • muting: turning off sound
  3. Voluntary Exposure
    actively seek out advertisement
  4. Attention is determined by....
    • stimulus factors
    • individual factors
    • situational factors
  5. Situational Factors
    • physical characteristics...
    • color and movement
    • position (in retail store, magazine, TV...)
    • contrast and expectations
  6. Adaptation level theory
    if stimulus doesn't change over time, we habitutate it and begin to notice it less
  7. Individual Factors
    • distingsuish one from another....
    • motivation: consumer interest/needs
    • ability: how well info is processed
  8. Situational Factors
    • stimuli in the environment...
    • clutter
  9. Non-focused attention
    hemispheric lateralization: activities take place on each side of the brain
  10. Aspects of Interpretation
    • perceptual relativity
    • tends to be subjective
    • cognitive interpretation: meaning
    • affective interpretation: emotion/feeling
  11. Characteristics of Interpretation
    • Individual
    • Situational
    • Stimulus
  12. Individual characteristics
    • learning and knwledge (relating blue to icy/cool)
    • expectations (evaluate performace and compair)
  13. Situational Characteristics
    • situation provides a context
    • play a role in consumer interpretation

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