Questions and Answers
What is exposure?
Process by which a consumer comes into physical contact with a stimulus using any or all of the 5 senses.
What are 3 ways to get exposure?
In-store displays, freebies, buzz/non-traditional strategies.
What is one key way in which celebrity endorsement has changed?
Celebrities must consider their own personal brand before endorsing products.
What is native advertising?
Signup and view all the answers
What is the spectrum of product placement?
Signup and view all the answers
Does the number of exposures matter in product placement?
Signup and view all the answers
According to the podcast, is Facebook listening to us?
Signup and view all the answers
What is attention?
Signup and view all the answers
What is the difference between exposure and attention?
Signup and view all the answers
What are the three properties of attention?
Signup and view all the answers
What are three ways to get consumers' attention?
Signup and view all the answers
What is perception?
Signup and view all the answers
What is the Absolute threshold?
Signup and view all the answers
What is the Just noticeable difference (JND)?
Signup and view all the answers
When should marketers exceed the JND?
Signup and view all the answers
What is Weber's Law?
Signup and view all the answers
What psychological concept explains why we adapt to Covid-19 risk?
Signup and view all the answers
What is the elongation bias?
Signup and view all the answers
What are Gestalt laws?
Signup and view all the answers
In what restaurant are people more likely to underestimate calorie content?
Signup and view all the answers
What is an example of a placebo effect?
Signup and view all the answers
Why are poor children more likely to perceive coins as larger?
Signup and view all the answers
What is a truth sandwich?
Signup and view all the answers
What is memory?
Signup and view all the answers
What is encoding?
Signup and view all the answers
What is an associative network?
Signup and view all the answers
What is source confusion?
Signup and view all the answers
What are feelings of familiarity?
Signup and view all the answers
What is the best example of a category?
Signup and view all the answers
What does graded structure mean?
Signup and view all the answers
What is a category namesake?
Signup and view all the answers
Why are baby carrots packaged like potato chips?
Signup and view all the answers
Are prototypes more likely to be included in consumers' consideration sets?
Signup and view all the answers
When is classical conditioning most effective?
Signup and view all the answers
What are the four factors that determine classical conditioning's effectiveness?
Signup and view all the answers
Match the type of reinforcement with its example:
Signup and view all the answers
What is modeling in marketing?
Signup and view all the answers
What is the difference between unconditioned stimulus (UCS), unconditioned response (UCR), and conditioned response (CR)?
Signup and view all the answers
What is one way in which the Nike-Michael Jordan partnership was different from typical celebrity endorsement?
Signup and view all the answers
What is a need, and how do you get consumers to perceive a need?
Signup and view all the answers
Where are needs and goals stored?
Signup and view all the answers
How does the Apple logo influence creativity?
Signup and view all the answers
Why is a faulty memory valuable?
Signup and view all the answers
What are the two hierarchies of needs?
Signup and view all the answers
What is an example of the same product being positioned to two different segments of consumers with opposite goals?
Signup and view all the answers
Four triggers of need recognition include __________, __________, __________, and __________.
Signup and view all the answers
What are the two types of motivation?
Signup and view all the answers
When to use related rewards?
Signup and view all the answers
What is divisibility of rewards?
Signup and view all the answers
What is an example of a rewards structure that expands the repertoire of purchases?
Signup and view all the answers
What is endowed progress and when is it used?
Signup and view all the answers
What is the goal gradient effect?
Signup and view all the answers
Offering a customer 2 free flights for signing up for an airline credit card is a good way to foster intrinsic motivation.
Signup and view all the answers
If a company wanted to decrease the volume of their soda can slightly while maintaining the same price, this would be an example of taking advantage of which concept?
Signup and view all the answers
In a commercial, what are the UCS, UCR, CS, and CR when Nike pairs a Beyoncé song that young consumers like with their brand?
Signup and view all the answers
Will Jim drink more or less beer if he is in a bar with short, fat glasses compared to a normal tall pint glass? Why?
Signup and view all the answers
Study Notes
Exposure and Attention
- Exposure refers to the process where consumers come in contact with a stimulus through any of the five senses.
- In-store displays provide significant exposure, with optimal placements at eye level and child-oriented products at lower heights.
- Freebies and non-traditional marketing strategies (viral campaigns, social media influencers) also help in gaining exposure.
Celebrity Endorsement
- Celebrities increasingly consider their personal brand before endorsing products, influencing their partnership decisions.
- Companies must strategically align with celebrities whose images resonate with their brand values.
Native Advertising
- Native ads involve promoted content that resembles the format of regular content, raising the risk of confusion for consumers.
- While poorly executed native ads can hurt user experience, well-placed ads can enhance brand appeal.
Product Placement
- Supraliminal placements (visible but background) and use in media (e.g., movies) effectively increase brand recognition.
- Regular product exposure matters, and the impact on memory retention is profound.
Perception and Attention Properties
- Attention involves allocating cognitive resources to a stimulus and is selective, limited, and divisible.
- Gestalt principles, like proximity and similarity, reveal how consumers perceive grouped stimuli and influence comprehension.
Memory Systems
- There are three key memory types: sensory (short duration), short-term (15-30 seconds, 7 ± 2 items), and long-term (unlimited duration and capacity).
- Encoding is the process of storing information, while retrieval involves accessing stored memories.
Associative Networks and Schemas
- Associative networks comprise nodes (concepts) linked by associative links that represent consumer memory.
- Schemas serve as mental frameworks aiding in understanding new products by relating them to existing knowledge.
Marketing Strategies
- Marketers can improve consumer perceptions through meaningful encoding, which combines new information with pre-existing knowledge.
- Prototypes act as best examples within a category, influencing consumer consideration sets.
Classical Conditioning
- Most effective for new products or brand extensions, eliciting emotional responses through the pairing of stimuli.
Consumer Behavior and Misattribution
- Misattribution occurs when consumers misremember information sources or confuse familiarity with quality, impacting brand perceptions.
- False memories and source confusion reveal why brand associations can be problematic or misleading.
Truth Sandwich and Misinformation
- The truth sandwich technique emphasizes presenting facts first, addressing misinformation before returning to the truth.
- Categorization helps consumers manage information complexity by grouping similar items together.
Marketing Implications
- Understanding consumer psychology, such as the elongation bias, allows marketers to influence perceptions through product design.
- The package design of baby carrots as "junk food" leverages appeal to children, showing how marketing tactics can alter perceptions of healthiness.### Classical Conditioning Concepts
- Unconditioned Stimulus (UCS): Automatically elicits a response, e.g., a celebrity endorsement.
- Conditioned Stimulus (CS): Neutral stimulus that does not naturally cause a response, e.g., a brand.
- Conditioned Response (CR): Response gained by pairing CS with UCS, e.g., positive feelings toward a brand after an endorsement.
Factors Affecting Classical Conditioning Effectiveness
- Strength of UCS: The intensity of response to UCS influences conditioning; popular stimuli reinforce stronger responses.
- Uniqueness of Pairing: Unique pairings are more effective; competing stimuli diminish effectiveness.
- Number of Pairings: Increased frequency of pairings leads to quicker conditioning.
- Consistency of Pairings: Consistent associations enhance results; inconsistent pairings reduce effectiveness.
Operant Conditioning
- Positive Reinforcement: Behavior is followed by a positive outcome, encouraging repeat action, e.g., loyalty points leading to upgrades.
- Negative Reinforcement: Engaging in behavior helps eliminate an adverse condition, e.g., taking pills to relieve headaches.
- Punishment: Behavior leads to negative consequences, discouraging repeat action, e.g., poor restaurant experience leading to avoidance.
Modeling in Marketing
- Modeling: Learning by observing others’ behaviors and outcomes; consumers modify behaviors based on others' rewards or punishments.
- Practical Examples: Influencers showcasing fashion trends or advertisements demonstrating product effectiveness, e.g., Apple commercials promoting tech benefits.
Unconditioned and Conditioned Responses
- UCS Example: Gun; UCR: Flinching response.
- CS Example: "Easy" button; CR: Flinching in response to the button due to prior associaiton with the gun.
Michael Jordan and Nike Partnership
- Unconventional Endorsement: Nike’s collaboration with Michael Jordan linked basketball shoes to urban culture, revitalizing brand appeal.
Understanding Needs and Goals
- Definition of Need: Transition from actual state to desired state; discrepancy creates tension leading to a drive for satisfaction.
- Storage of Needs: Associated networks in memory hold needs and goals.
Brand Influence on Behavior
- Impact of Brand Exposure: Brief exposure to recognizable brands can evoke traits associated with those brands, influencing behavior.
Value of Faulty Memory
- Faulty memory plays a role in identity shaping and goal setting, providing meaning to past events and fostering creativity regarding future scenarios.
Hierarchies of Needs
- Maslow's Hierarchy: Needs are prioritized, with more pressing needs at the base and less urgent at the top.
- Differences in Need Hierarchies: New ASU version includes parenting and mate retention as key needs.
Targeting Different Consumer Segments
- Example Products: Pedialyte marketed to different segments, such as recovery from dehydration and infant rehydration, showcasing opposite consumer goals.
Triggers of Need Recognition
- Triggers include reminder messages, family life cycle changes, shifts in reference groups, and novelty seeking due to boredom.
Types of Motivation
- Extrinsic Motivation: Driven by external rewards, e.g., frequent flier programs offering free flights.
- Intrinsic Motivation: Driven by internal satisfaction, e.g., enjoyment from hobbies or entertainment.
Reward Strategies
- Related rewards should be used to enhance motivation and encourage repeat behavior.
- Divisibility of rewards aids in increasing perceived value, leading to more purchases.
Goal Gradient Effect
- The tendency for people to work harder as they get closer to achieving their goals.
Just Noticeable Difference
- A slight product change, such as reducing soda can volume while keeping price stable, illustrates this concept; consumers are less likely to notice minor differences in quantity.
Consumer Reaction Examples
- Nike ad example: UCS is Beyoncé's song, UCR is the liking of the song, CS is Nike, and CR is the favorable perception of the brand.
- Elongation Bias: Short, fat glasses lead consumers to drink more as volume perception is altered, encouraging faster consumption.
Studying That Suits You
Use AI to generate personalized quizzes and flashcards to suit your learning preferences.
Description
This quiz explores the concept of exposure in marketing, focusing on how consumers come into physical contact with stimuli. It also examines various methods to enhance exposure, such as in-store displays and strategic product placements. Test your understanding of these vital marketing techniques!
