class2 - UnderstandingConsumers Class2...

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    Understanding Consumers Class 2 (lecture; then DeBeers Case) Previous class: Importance of understanding CB (New Coke case)
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    Consumer Behavior Vignette… Real estate agents in Vancouver,  Canada are able to command higher  prices for house numbers which contain  the number “8”, and lower prices for  number “4” Why?
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Information Processing Model of CB Interpretation Attitudes : Like/Dislike information Memory/Prior Knowledge Individual Consumer: Personality (i ntro/extro ) Environmental Characteristics: Culture ( color ) Stimuli beliefs Selection Choice
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    Throughout the course, we will be  illustrating this model with  particular reference to  advertising…
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    Assume you are exposed to this  magazine ad
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    Information Processing at  Work… Select certain stimuli which  stand out  in the ad Plane Brand names:  Forbes, Economist Interpret: advertiser is trying to compare the brands (you know Economy class is cheaper; Business is more  expensive; First class is most expensive –  MEMORY ) Belief:  Forbes is for the most up-market passengers Attitude:  Favorable attitude towards Forbes May buy the magazine (Choice…) Individual differences:  Expensive = good? Environment:  comparative ad: good?
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    So that’s our model of  Information Processing….
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    Course layout follows from model Class 1: Overview of course; Importance of CB  Class 2:  Selection + Interpretation  Class 3:  Attitudes  Class 4: Memory Class 5: Communications Putting all the building blocks together) – how advertising works Class 6: Choice and Post-choice (satisfaction etc.) Class 7: Individual and Environmental Factors To start with:  SELECTION ….
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    First Stage:  Selection/Elimination There are millions of stimuli surrounding us So we have to select some stimuli and  eliminate others Selection = Ways of Eliminating stimuli (and  therefore selecting just a few) So Selection = Elimination
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    2 Mechanisms for  Selection/Elimination… First, selective exposure Deliberately avoiding exposure to certain  stimuli Like advertising!. .. Annoying, intrusive “Zapping” ads  How can advertisers get around this  problem?
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  How do advertisers get  around this? Ad repetition Spread ads in different channels Important material in the beginning First or last ad within segment Another technique: product placement James Bond:  Golden Eye (1995) What car did Bond drive?  Trivia:  what was his old car?? Shown for only 90 sec:  sales booked for 1 year in 
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This note was uploaded on 10/14/2010 for the course MARK 529 taught by Professor Jaideep during the Fall '10 term at HKUST.

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class2 - UnderstandingConsumers Class2...

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