MKTG 330 Chapter Notes - Chapter 4: Functional Magnetic Resonance Imaging, Consumer Behaviour, Psychoanalytic Theory

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Marketers explore the subconscious to understand consumer behaviors . In addition, motivation research is the forerunner of psychographics: informative search, the second stage in the consumer decision-making process is information search. The initial search effort often consists of an attempt to scan information stored in memory to recall past experiences and/or knowledge regarding various purchase alter- natives. Selective attention occurs when the consumer chooses to focus attention on certain stimuli while excluding others: consumers may engage in selective comprehension, interpreting information on the basis of their own attitudes, beliefs, motives, and experiences. xi. The final screening process is selective retention, which means consumers do not remember all the information they see, hear, or read even after attending to and comprehending it. xii. Mnemonics such as symbols, rhymes, associations, and images that assist in the learning and memory process are helpful. xiii. Subliminal perception: refers to the ability to perceive a stimulus that is below the level of conscious awareness.

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