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Consumer Beh ch 8
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Nature of perception
exposure --> attention --> interpretation --> memory
Selective exposure
ad avoidance...
zipping
: fast forwarding
zapping
: changing channel
muting
: turning off sound
Voluntary Exposure
actively seek out advertisement
Attention is determined by....
stimulus factors
individual factors
situational factors
Situational Factors
physical characteristics...
color and movement
position (in retail store, magazine, TV...)
contrast and expectations
Adaptation level theory
if stimulus doesn't change over time, we habitutate it and begin to notice it less
Individual Factors
distingsuish one from another....
motivation
: consumer interest/needs
ability
: how well info is processed
Situational Factors
stimuli in the environment...
clutter
Non-focused attention
hemispheric lateralization: activities take place on each side of the brain
Aspects of Interpretation
perceptual relativity
tends to be subjective
cognitive interpretation
: meaning
affective interpretation
: emotion/feeling
Characteristics of Interpretation
Individual
Situational
Stimulus
Individual characteristics
learning and knwledge (relating blue to icy/cool)
expectations (evaluate performace and compair)
Situational Characteristics
situation provides a context
play a role in consumer interpretation
Author
kyle.coughlin
ID
175236
Card Set
Consumer Beh ch 8
Description
Consumer Beh ch 8
Updated
2012-10-03T15:54:36Z
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