Chapter 8 Flashcards
(18 cards)
Information Processing
A series of activities by which stimuli are perceived, transformed into information and stored
Exposure
Occurs when a stimulus is placed within a persons relevant environment and comes within range of their sensory receptor nerves.
Attention
Occurs when the stimuli is “seen”
Interpretation
Assignment of meaning to the received sensations
Memory
The short-term use of the meaning for immediate decision making or the loner-term retention of the meaning.
Perception
Exposure, attention, interpretation
Zipping
Occurs when one fast-forwards through a commercial on a prerecorded program
Zapping
Involves switching channels when a commercial appears.
Muting
Turing the sound off during commercials
Product Placement
Provides exposure that consumers don’t try to avoid, shows how and when to use a product. Enhances product image
Attention stimulus factors
Physical characteristics of the stimulus itself.
Attention individual factors
Characteristics that distinguish one individual from another
Motivation
Drive state created by consumers interests and needs.
Ability
Refers to the capacity of individuals to attend to and process information
Non-focused attention
May not be aware of other conversations going on because you are in a conversation-Cocktail party efffect
Subliminal stimuli
A message presented so fast or so softly or so masked by other messages that one is not aware of seeing or hearing
Sensory discrimination
The physiological ability of an individual to distinguish between similar stimuli
Just noticeable difference
The minimum amount that one brand can differ from another with the difference still being noticed
