ENVI 405 Lecture Notes - Lecture 10: Swiffer, Color Depth, Product Distribution
"Pioneer" Brand
Ex. Amazon, Swiffer
Exposure
When the consumer comes into physical contact with the stimulus.
Factors influencing Exposure
Position of ad (CENTER)
Product distribution and shelf placement (eye-level products seen more often)
Point of purchase displays & end of aisle displays
When you fast forward commercials, you still see what is on the center of screen
Marketing Stimuli
Messages and information about products or brands communicated by either the marketer or by non
marketing sources
Attention
When we devote mental activity to a stimulus.
Characteristics of Attention
Selective- we decide what we want to focus on.
Can be derived- you can drive & talk, but you wont be giving 100% to either task.
Limited- may need to focus on 1 thing at a time.
Studies show we like brands more if we have been exposed to them or have seen it before.
True
Attention can be enhanced by making ads....?
Personally relevant- appeal to our needs
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Pleasant- attractive models, familiar music, or humor
Surprising- unexpected, puzzling, and novel
Easy to process- larger ads are easier to process than small ones, concreteness, contrast from other
surrounding ads
Habituation
When a stimulus loses its attention-getting abilities because of its familiarity.
Hemispheric lateralization
Stimuli placed on the right visual field are processed by the left hemisphere and vice versa
Stimuli we focus on directly is processed by the left hemisphere.
False- BOTH
Perception
The registration of stimuli by one of the five senses.
(vision, hearing, taste, smell, and touch)
When shown a tall skinny glass & a short wide glass, which will you perceive as having more?
Tall-skinny glass
Anthropomorphization
Human elements to non-human entities
ex. toothbrush with feet to help it stand
Color creates physiological responses & moods (use eye-catching colors)
True
People may be hard wired to incorporate information from other sense when they listen.
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True- study with PA/puff of air, BA/no air
People liked when they heard people with English accents, BUT remembered more from people with
Southern accents.
True
Tasty food is associated with being unhealthy.
True
Color, texture, and aroma influence how something will taste to us.
True
In a study, water tasted better in a plastic cup, compared to a glass cup.
False, tasted better in a glass cup
Studies show brands are better remembered when scented.
True
Auditory Intensity
More likely to notice loud music or voices
Absolute thresholds
Minimum level of stimulus needed for a stimulus to be perceived.
Differential thresholds
Just noticeable difference. Intensity difference needed between 2 stimuli to notice a difference.
Weber's Law
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find more resources at oneclass.com
Document Summary
When the consumer comes into physical contact with the stimulus. Product distribution and shelf placement (eye-level products seen more often) Point of purchase displays & end of aisle displays. When you fast forward commercials, you still see what is on the center of screen. Messages and information about products or brands communicated by either the marketer or by non marketing sources. When we devote mental activity to a stimulus. Selective- we decide what we want to focus on. Can be derived- you can drive & talk, but you wont be giving 100% to either task. Limited- may need to focus on 1 thing at a time. Studies show we like brands more if we have been exposed to them or have seen it before. Easy to process- larger ads are easier to process than small ones, concreteness, contrast from other surrounding ads. When a stimulus loses its attention-getting abilities because of its familiarity.
