ENVI 405 Lecture Notes - Lecture 9: Product Placement, Dunder Mifflin, Duff Beer
* the basic purpose of descriptive research is to do what?
A. determine causality
B. Make predictions
C. Observe and record behavior
D. detect naturally occurring relationships between two variables
E. Rule out third variable problems
C. Observe and record behavior
*what is the pre-decision stage?
-product exposure, perception and learning
-assessing alternatives
-Ex: Black Friday
"A decision making stage in which consumers gather information, learn about products and assess the
alternatives. "
what are some examples of demographics?
age, gender, family structure (family/marital status), social class and income, race and ethnicity,
geography, lifestyle
how do we take in information?
exposure and attention
*what is exposure?
the process by which the consumer comes into contact with the stimulus
unique ads
strange formats- advergaming
-strange locations
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disguised ads
as editorial content- advertorials
as something else -mail, popups
single sponsor issue
all ads are from the same company in a magazine, newspaper or during a TV commercial break
exposure: what options are there?
1. product trial: free samples, test drives
2. in store displays, announcements: "cinnabon effect"
ex: belk steam cleaner
3. product placement (movies)
reverse product placement
fake brands from movies get made into real brands
-dunder mifflin
-duff beer
*what is hedonic consumption?
multisensory, fantasy and emotional aspects of consumers' interactions with products
-good design appeals to us
Ex: method soap vs clorox
Sometimes, hedonic attributes are more important than utilitarian
*What are some examples of sensory marketing?
-engages the senses and affects behavior
-better when engages more than 1 sense
Ex: omni hotels, singapore airlines,
fancy dentists with water displays, TVs and games to play
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*mere-exposure effect shows that increased expose leads to
increased liking
*what is perceptual fluency?
stimuli are easier to process (more fluent) if they were processed before
-when you see it more, you process it easier
*What is perceptual fluency thought to be responsible for?
mere exposure effects
mere touch
holding objects for 30 seconds creates a greater level of attachment and increased willingness to pay
(WTP)
Ex: apple store that you can hold an iPhone
attention
the processes by which we devote mental activity to a stimulus or sensation
characteristics of attention
voluntary or involuntary
-divided is limited (psychic economy)
*what is psychic economy?
When we select one input and "tune out" the rest because our attention is limited
shadow task
-subject hears one message in their right ear
-subject hears another message in their left ear at the same time
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Document Summary
* the basic purpose of descriptive research is to do what: determine causality, make predictions, observe and record behavior, detect naturally occurring relationships between two variables, rule out third variable problems, observe and record behavior. *what is exposure? the process by which the consumer comes into contact with the stimulus unique ads strange formats- advergaming. *what is hedonic consumption? multisensory, fantasy and emotional aspects of consumers" interactions with products. Sometimes, hedonic attributes are more important than utilitarian. Ex: omni hotels, singapore airlines, fancy dentists with water displays, tvs and games to play. *mere-exposure effect shows that increased expose leads to increased liking. *what is perceptual fluency? stimuli are easier to process (more fluent) if they were processed before. When you see it more, you process it easier. *what is perceptual fluency thought to be responsible for? mere exposure effects mere touch holding objects for 30 seconds creates a greater level of attachment and increased willingness to pay (wtp)
