Consumer Behavior Class Session 8 Notes

Consumer Behavior Class Session 8 Notes - MKT 613- Consumer...

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MKT 613- Consumer Behavior Prof. Carolyn Yoon Session 8 (Feb. 7) Notes Knowledge slide: Subliminal perception have a subliminal ad of a product at the entrance of the class (such as a sticker on the door/wall… and then ask them to choose btw 2 brands of this product category if they choose the one with the subliminal ad, but then what’s the baseline? Without the ad, what would it be? Maybe ask from the cage at the stores? McDonald’s Brand Associations slide: HOMEWORK- bring your own brand associations for one of the following brands: for “self”, list five brands, upload this before the class and show it at the class Basically, we had gone through the information processes, and today, we will finish off with attention and start talking about comprehension, and on Wed. we have guest speakers. This graph is not on your slides, but I will post it later on Ctools, I found it really interesting , this is a joint project by AC Nielson and a research council that looks at when/ how much, there is a lot of press about how much media is being used, in terms of… it is less than half. The average viewer spends … hours with media, and less than half of that is TV. These are a few years old, so anything is going to be a bit more exaggerated, so it is going to be way up, but I think in terms of the relative…even in these groups, they are increasing, especially in this generation of smart phones and so on. You can see the viewing habits are very different, this is DVR recordings here, VCR here which is dying a bit. I thought this was a nice graphic demonstration of not just exposure, but this is probably more active than it should be. We started talking about, remember we saw that video?. .. Information out of our preferral field of vision, have some sense of… and other animals are better at this, and that can influence, and on the margin, they handled the information can be greater or lower based on this idea that things outside are… so this idea, our brains are divided into the right hemisphere and the left hemisphere, and generally speaking, they differentiate processes. What that means is that things that are just beyond the left visual field, because information is processed at opposite ends here, if these are pictures, the right brain is going to differentiate pictures better on this side than pictures on this side. What that means is if you are looking at something like this, and this doesn’t fall outside the focal field, but suppose you are looking at it this way, if you are leafing through a magazine very quickly, is this the right figuration? Is this the way you would want the information to be received? Maybe on the margin it would be better, things in your perihpheral vision are in the focal field of vision, but maybe on the margin if you are very shallowly processing it. The other caveat is that if you are left handed, odds are that… how many of you are left handed? Would this get your attention? Something unusual. Your entire goal is just to get people’s attention, because a magazine is a very cluttered
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Consumer Behavior Class Session 8 Notes - MKT 613- Consumer...

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