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v.Another company asks consumers to describe their favorite brands as animals or cars (say, a Mercedesversus a Chevy) to assess the prestige associated with various brands. Still others rely on hypnosis, dreamtherapy, or soft lights and mood music to plumb the murky depths of consumer psyches.vi.Such projective techniques seem pretty goofy, and some marketers dismiss such motivation research asmumbo jumbo. But many marketers use such touchy-feely approaches, now sometimes called interpretiveconsumer research, to dig deeper into consumer psyches and develop better marketing strategies.b.Perceptioni.The process by which people select, organize, and interpret information to form a meaningful picture of theworld.ii.A motivated person is ready to act. How the person acts are influenced by his or her own perception of thesituation. All of us learn by the flow of information through our five senses: sight, hearing, smell, touch,and taste. However, each of us receives, organizes, and interprets this sensory information in an individualway.c.Perceptual processesi.Selective attention1.The tendency for people to screen out most of the information to which they are exposedii.Selective distortion1.The tendency for people to interpret information in a way that will support what they alreadybelieveiii.Selective retention1.The tendency to remember good points made about a brand they favor and forget good pointsabout competing brandsd.People can form different perceptions of the same stimulus because of three perceptual processes: selectiveattention, selective distortion, and selective retention. People are exposed to a great number of stimuli every day. Forexample, people are exposed to an estimated 3,000 to 5,000 ad messages every day. It is impossible for a person topay attention to all these stimuli.e.Because of selective attention, distortion, and retention, marketers must work hard to get their messages through.f.Learningi.Learning theorists say that most human behavior is learned. Learning occurs through the interplay ofdrives, stimuli, cues, responses, and reinforcement.ii.The practical significance of learning theory for marketers is that they can build up demand for a productby associating it with strong drives, using motivating cues, and providing positive reinforcement.iii.The change in an individual’s behavior arising from experience and occurs through the interplay of:1.Drivesa.a strong internal stimulus that calls for action. A drive becomes a motive when it isdirected toward a particular stimulus object − a person’s drive for self-actualization mightmotivate him or her to look into buying a camera.2.Stimuli3.Cuesa.minor stimuli that determine when, where, and how the person responds. For example,the person might spot several camera brands in a shop window, hear of a special sale14
price, or discuss cameras with a friend. These are all cues that might influence aconsumer’s response to his or her interest in buying the product.

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Term
Spring
Professor
BEBKO

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