This is a draft cheat sheet. It is a work in progress and is not finished yet.
Perception
Exposure |
Attention |
Interpretation |
The duration in which a person's sensory receptors come into contact with a stimulus. |
The process of selecting a stimulant to pay the most attention to |
Consumer assigns meaning to sensory stimuli |
Factors influencing exposure include the ad's placement and product display |
Size, colour, position, movement, personal relevance, pleasantness, originality, use of concrete vs abstract words |
objective and subjective comprehension, effects of culture |
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Attention is selective and limited |
Consumer inferences are based on price; colour and packaging; country of origin and, brand names |
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Memory
External Inputs → |
Encoding → |
Storage → |
Retrieval |
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Information is placed into memory |
Information is retained in memory |
Information found in memory is found as needed |
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*elaborative retrieval, reminders in store, product design and information for use |
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Learning Theories
Classical Conditioning |
Instrumental Conditioning |
Cognitive Learning Theory |
Taking an existing stimulus response and pairing it with another stimulus to initate the same response. |
reinforcement via rewards |
Based on the assumption that learning is a cognitive process without a need for external reifnrocement. From observing and concientiously processing information |
Example: Pairing the ringing of a bell with a bowl of food to make dogs salivate. |
Example: Thanking a child for washing the dishes encourages them to repeat their behaviour. |
Marketing applications: Sponsorship, family branding, product line extensions, licensing and "look-alike" packaging |
Marketing application: Reinforcement of purchase, frequency marketing and gamification |
Marketin application: social influencers |
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Sensation → Perception
Sensory Stimuli |
Sensory Receptors |
Sights |
Eyes |
Sounds |
Ears |
Smells |
Nose |
Tastes |
Mouth |
Textures |
Skin |
Sensory Stimuli → Sensory Receptors → Exposure → Attention → Interpretation
Advertising Linguistics
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Examples of Concrete Words: Car, flower, child, diamond, tree, apple, bird
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Examples of Abstract Words Loyalty, trust, criterion, perform, truth, quality
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consumers pay more attention to concrete words
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Key Terms (Week Three)
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Selective Exposure? The purposeful selection of stimuli an individual heeds attention to. Consumers can intentionally seek out additional product information and/or may choose to ignore advertisements.
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Perceptual Vigilance Being alert for something that is relevant to you
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Perceptual Defense Brain blocks out stimuli that may be threatening or offencive to the individual.
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Adaptation When consumers are habituated by a marketing message due to repeated exposure.
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Key Terms Week 4
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Learning Any permanent changes to knowledge and behavour that come from being exposed to new stimuli
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Gamification Turning routine tasks into a game. with long and short term goals
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cogntivie outsource Information stored on an external device (google)
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"Chunking" A process in which several items of information are represented by one singular unit.
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