Consumer Beh ch 8

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

175236

Card Set

Consumer Beh ch 8

Description

Consumer Beh ch 8

Updated

2012-10-03T15:54:36Z

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