Chapter 3 Flashcards
(23 cards)
The Intergenerational Effect
You buy the brands that you grew up with – family has the biggest influence on consumer behavior.
EX: I buy Charmin toilet paper because that is the brand my mom always buys. It’s familiar and I know it will perform how I expect.
Sensory Marketing
The era where companies think carefully about the impact of sensations on our product experiences.
EX: Hearing jingles, the softness of a cashmere sweater, the taste of a new flavor of ice cream
Vision
Illuminance - the amount of light we perceive on an object (i.e. Grocery stores use bright white lighting in produce sections to make fruits and veggies look fresher and more appealing.)
Shape - Coca-Cola’s classic curved bottle makes it easy to grasp and nostalgic for some.
Surface Color - Fast food chains use more saturated colors (yellow and red) bc it tends to make the product seem larger and more craveable.
Materiality - Lush uses recycled paper packaging to visually and tactilely reinforce its eco-friendly brand.
Location - High end perfumes are placed at eye-level in department levels and signal prestige.
Aesthetic Bias
Product designs that are deemed more attractive lead us to think the product will be more useful (we associate it with quality and better functionality)
EX: Apple because of it’s sleek and modern design!
Scent Marketing
Odors can evoke memories. This is very common in retail and in product design.
EX: Omni hotels use a signature scent of lemongrass and green tea that draws in the guests.
EX: Burger King in Japan sells a “flame grilled” fragrance to customers who want to spell like a whopper.
Sound
Pitch can intensify emotional reactions to commercials or slow a shoppers pace in a store.
Sound symbolism is the impact that a word sounds on our assumptions about what it describes
EX: people are more likely to recognize names that have a hard consonant like Kellogs or Pepsi.
EX: Sandwich ads that were narrated with a low-pitched voice caused people to imagine the sandwich to be larger.
What is the Endowment Effect?
People have a cognitive bias towards items that they own
EX: People value their IKEA furniture because they built it themselves
What is the Contamination Effect?
Reach for an item in the back. Consumers are less likely to want a T-shirt left on the return
rack in a waiting room than the exact same T-shirt on the normal shopping rack.
What is Gastrophysics?
All the senses influence how we taste.
What is Hedonic Escalation?
Each subsequent bite of food can be increasingly pleasurable.
What is Sensory Threshold (Exposure)
The point at which you perceive you are in the presence of some stimuli
What is Psychophysics? (Exposure)
This is the study of how people integrate the physical environment into their own subjective worlds.
What is Absolute Threshold? (Exposure)
The minimum amount of stimulation a person can detect on a given sensory channel.
EX: For instance, a highway billboard might have the most entertaining copy ever written, but this genius is wasted if the print is too small for passing motorists to see it.
What is Differential Threshold and JND? (Exposure)
The ability of a sensory system to detect changes or differences between two stimuli. JND is the minimum difference we can detect between the two stimuli.
EX: Brands decrease product size slightly without changing the price, hoping consumers don’t notice. Or the opposite where the marketer wants the consumer to notice that the merchandise is offered at a discount.
What is the Weber Law? (Exposure)
The ability of consumers to detect differences between two stimuli is relative. The stronger the initial stimulus, the greater the change must be for us to notice it.
EX: When a product goes on sale if a retailer believes the markdown should be at least 20% to make an impact, a $10 pair of socks can be discounted to $8 but a $100 coat needs to be marked down by $20 to have the same impact!
What is Attention in marketing?
The extent to which processing activity is devoted to a particular stimulus.
Consumers experience sensory overload.
What is the Eyeball Economy?
Marketers are constantly fighting for your attention
What is Brain Drain?
A deficit of cognitive resources – even when we try to resist the temptation of our phones, having them nearby reduces brain capacity.
How do marketers get your attention?
Personal selection – people pay attention to only a small % of stimuli, especially to things that relate to our current needs (perceptual vigillance) and what we want to see (perceptual defense).
Adaption – the point at which we no longer pay attention to stimulus because it is so familiar
What is Stage 3: Interpretation?
The meaning we assign to a stimulus depends on the schema or set of beliefs to which we assign it. Based on subjective experiences, cultural backgrounds, etc.
EX: Three people might see a Nike ad and interpret it in three different ways. This is why it’s important to choose messaging carefully and take into account target audience’s cultural background and values.
What is Semiotics?
This field helps us understand how consumers create meanings out of symbols.
What is Gestalt?
People perceive the whole as greater than the combination of parts. Our brains are wired to see patterns, structure and meaning even when pieces are missing
EX: Closure is where people see an incomplete picture as complete because we fill in the gaps with prior experience. The WWF logo has a panda but it doesn’t include all the details. We fill those in, but the logo is still memorable and stands out.
Similarity is grouping objects that share physical characteristics. Apple applies this principle to it’s product and ad designs. The use of similar materials and a sleek and minimalist design makes Apple instantly recognizable.
Figure ground is where one part of the stimulus will dominate. Nike’s “Just Do It” ads always focus on the athlete while the background is blurred. This creates a clear message for the viewer to connect with.
What is Positioning strategy?
It’s how a brand distinguishes itself from competitors by using elements of the 4Ps to create a unique brand identity in the minds of consumers.
EX: Patagonia centers it’s strategy around its sustainability and eco-conscious practices.
