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perception, memory, learning, motivation, personality, emotion, etc. Application: Neuromarketing Study of the brains responses to ads, brands, and other marketing messages
Issues? Problems?
The process through which consumers are exposed to information, attend to it (perceived), comprehend it (transform into information), place it in memory, and retrieve it
Why is information processing important to marketing? How does information processing apply to consumer behavior?
Vision
Our eyes play tricks on us
Food Tables
Smell
Odors create mood and promote memories: What are some of your early associations with smell? How does smell influence your buying behavior?
Successful marketing is about positive associations and memory Smell is hard wired to memory Cinnabon stores are positioned beside stores that dont sell food so theres no smell competition
$$$$
Hearing
Effect of Sound: Physiological, Psychological, Behavioral Affects mood, behavior, and memory What is Muzak?
Muzak uses sound and music to create mood
Allowing consumers to touch products increases sales Touching consumers (on shoulder or arm) increases sales Allowing free tasting increases sales Feel obligation to buy Lots of research going on in tasting
Buyology
How would assess a consumers visual perception of a store environment? Do you think you spend more or less with a grocery list?
Alternative explanations?
Are you always paying attention in the grocery store? Driving a car?
Why do we buy more than we need? What influences your choice of brands? Other consumer behavior factors or psychological influences?
Sensory Receptors
Eyes
Ears
Nose
Mouth
Skin
Sensory Stimuli
Sight
Sound
Smell
Taste
Touch
Exposure
Sensory
men
younger
Subliminal Perception/Advertising Definition: Stimuli presented below the level of conscious awareness
Example: political ad, 1957 movie theater Does it work? Do you believe these messages are harmful or manipulative? Why or why not?
Eyes
Ears
Nose
Mouth
Skin
Sight
Sound
Smell
Taste
Touch
Exposure Attention
activates a nerve sensations go to brain consumer needs to allocate mental resources What happens after youve viewed an ad several times or driven by the same billboard several times? Adaptation Level Theory
Determined by 3 factors:
If a stimulus doesnt change over time we get used to it and its less noticeable
Eyes
Ears
Nose
Mouth
Skin
Sight
Sound
Smell
Taste
Touch
Exposure Attention
-Individual
-Situational
Eyes
Ears
Nose
Mouth
Skin
Sight
Sound
Smell
Taste
Touch
Exposure Attention
-Situational
Do you think if you are interested in a tv program that you will pay more or less attention to ads?
Attention
Situational Factors
Program Involvement
Program involvement refers to interest in the program or editorial content surrounding the ads. Program involvement has a positive influence on attention
Source: 1Cahners Advertising Research Report 120.1 and 120.12 (Boston: Cahners Publishing, undated).
Application Assignment
Examples:
Product changes Communication campaigns Social marketing issues Economic issues Politics
Sight
Sound
Smell
Taste
Touch
Exposure Three aspects of interpretation: *relative process rather than absolute *subjective and open to a host of psychological biases. *cognitive thinking process or an affective emotional process.
Attention
Interpretation
Interpretation
Sight
Sound
Smell
Taste
Touch
Exposure
Attention
Interpretation
Absolut Vodka
All-purpose cleaners
Air fresheners
Sanitizing wipes
Bathroom cleaners
Interpretation
Consumer Inferences
Interpreting Images
Consumer inferences are becoming increasingly important as advertisers increase their use of visual imagery. A picture is worth a thousand words not just because it may convey reality more efficiently than words but because it may convey meanings that words cannot adequately express.
McDonalds
57/250 were able to recount nutrition information Most recounted nutritional information food is caloric and not healthy
Subway
157/250 recalled some form of nutrition information general impression food was healthy but did not pay attention to the specifics
estimated they ate 876 calories but actually ate 1,093 calories (25% more than they thought)
estimated they ate 495 calories but actually ate 677 (34% more than they thought)
Implications:
many people inferred all Subway food was less caloric people made decisions under the illusion that everything at Subway is healthier consumers get false confidence in what they are eating and it gives them a health halo to all Subway foods, including mayo, bacon, chips, cookies, and large drinks Still not all that bad: Subway diners still remembered more nutrition information and ate less than those at McDonalds
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