consumerbtopic5

consumerbtopic5 - Consumer Behavior Topic 5 Information...

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Consumer Behavior Topic 5 Information Processing and Perception Attention – the allocation of processing capacity to a stimulus – that is, allocating a part of your brain, your ability to process, to something. This is determined by: a. personal determinants (individual) 1. needs and motivations (e.g., very thirsty, pay attention to drink ads) 2. attitudes (e.g., a vegetarian does not pay attention to ads with meat) 3. span of attention – how long can the individual focus on something amidst all of the advertising clutter we are bombarded with (this is also a function of our ability to pay attention to a person with ADD [attention deficit disorder] would not have the same ability to focus) Marketers can not control these personal determinants whereas they have more control over stimulus determinants. b. stimulus determinants 1. size – large stimulus is more like to be noticed (marketers fight for shelf space) or perhaps prepare larger ads – generally larger ads do get more noticed 2. color – the more colors, the more effective the ad – color is expensive yet marketers are willing to pay for it, particularly for colors that are most noticed such as the hot colors (red, orange, yellow – the same as with street lights when green is safe and a weaker color) – the same holds true for noise where loud noise is more noticed 3. intensity 4. contrast – such as black and white ads stand out – we tend to notice opposites 5. position – self studies indicate that eye level positions are most likely to be noticed – marketers don’t want to be on the bottom shelf 6. directionality – the eye follows the point like an arrow – so the way the ad is prepared can direct the eye – same is true with packaging 7. movement – the eye follows movement – think about neon signs 8. isolation – like contrast – there is stimulus in a barren field – think of the VW bug campaign on seamless paper with just the car and a headline 9. novelty – the unusual and unexpected gets noticed 10. “learned” attention inducing stimuli – such as a ringing phone – we’ve been taught to respond to this – also doorbells – almost a Pavlovian conditioned response 11. attractive spokesperson – uniqueness of the person Even an annoying spot can be quite successful because it is memorable. Comprehension – you may notice the ad but not know what it is advertising – comparative ads are particularly dangerous because if they are not done correctly, then
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the consumer does not remember who the ad is for Perception/Attention/Comprehension Comprehension – an attempt to apply psychology to these concepts in Consumer Behavior a. stimulus categorization – how do we classify stimulus using the concepts stored in our memory (e.g. you see a granola bar and think of health – granola has been stored in our brain as a health food) – even the name given a product can effect how we perceive of the product (i.e., odor eaters = nasty smell) b. stimulus elaboration – such as memory experts – how do they do it? – this
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This note was uploaded on 04/03/2012 for the course ECON 322 taught by Professor Francisco during the Fall '07 term at Rutgers.

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consumerbtopic5 - Consumer Behavior Topic 5 Information...

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