Management and Organizational Studies 1021A/B Study Guide - Final Guide: Selective Perception, Test Market, Neuromarketing

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 1021A/B
• Professor: Sarah Ross

Document Summary

I(cid:859)(cid:373) hu(cid:374)g(cid:396)(cid:455), so i (cid:862)see(cid:863) a(cid:374) ad fo(cid:396) m(cid:272)do(cid:374)ald(cid:859)s: we pa(cid:455) atte(cid:374)tio(cid:374) to o(cid:374)l(cid:455) so(cid:373)e thi(cid:374)gs (cid:862)(cid:449)e filte(cid:396) it(cid:863)-sarah, selective comprehension: Illustrations: show how you will look with glasses example, warranties and guarantees, new stuff: personality, compliant people prefer known brand names, aggressive types are more risky and purchase signature goods (ex. Laurent: self-concept: the way people see themselves and the way they believe others see them, actual self-concept vs. ideal self-concept, used in grooming and beauty products. Process of developing automatic responses to a type of situation built up through repeated exposure to it. Pc uses red cans: stimulus discrimination, o(cid:374)e(cid:859)s a(cid:271)ilit(cid:455) to pe(cid:396)(cid:272)ei(cid:448)e diffe(cid:396)e(cid:374)ces among similar products, ex. luxury vehicles try to set themselves apart, usually high involvement products, low-involvement purchases: advertisers work to point out the differences, ex. Bud light does this by creating ads that are unique and stand out. Stimulus discrimination (stand out: cognitive learning: reasoning.