Consumer Behavior - Consumer Behavior MAR 3503 Xin He...

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1 Consumer Behavior MAR 3503 Xin He BA-II 308N 407-823-1329 [email protected]
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2 Exposure and Attention Consumer Perception Exposure to Information Attention Processes
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3 Consumer Perception Perception Three stages _________ _________ _________
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4 Exposure to Information Two types of exposure Intentional exposure Example: How to facilitate intentional exposure?
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5 Exposure to Information (cont.) Two types of exposure (cont.) Accidental exposure Examples: Q: Why did producers use real brands? Q: How to maximize accidental exposure?
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6 Exposure to Information (cont.) Selective exposure Zapping Zipping Q: Why do we avoid exposure? Q: What are other tactics we use to avoid exposure?
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7 Exposure to Information (cont.) Consumer sensitivity Threshold Absolute sensory threshold
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8 Exposure to Information (cont.) Consumer sensitivity (cont.) Differential sensory threshold Example: Weber’s Law Q: Is 1-pound change easier to detect in a 3-pound bag or in a 75-pound bag?
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This note was uploaded on 08/26/2011 for the course MAR 3503 taught by Professor Kim,j during the Fall '08 term at University of Central Florida.

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Consumer Behavior - Consumer Behavior MAR 3503 Xin He...

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