MRKT 452 Lecture Notes - Lecture 2: Sense, Affective Forecasting, Wet Wipe

• School: McGill University
• Department: Marketing
• Course: MRKT 452
• Professor: Ashesh Muhkerjee

Document Summary

Problem recognition: show gap/contrast btwn actual state & idea state. Increase gap by: demonstrate low actual state (visually showing germs by changing color wet wipe, high ideal state (models, but now some more medium ideal state (dove bc their brand is based on authenticity) Improves attention & brand liking but can dilute brand benefit: contrast low actual vs high ideal (before & after pictures) visual better than verbal/written, types of ideals: visual, social. Internal search: memory: brand names, brand attributes, attitude towards brand, brands benefit from easy recall considered for purchase, like more (familiarity = liking, external search, search engines, review websites, product websites, consumer reports, talking to friends. Low effort decisions: spend less time & energy, low mao, choice heuristics (if x then y, cognitive, affective, single attribute: price, familiarity, etc. Five senses: visual, audio, smell: mood & memory, taste, touch.