electure 2 Flashcards
internal influences (13 cards)
list all the internal influences
- learning
- perception
- attitude
- motives
- emotions
- memory
- personality
perception
starts with consumer exposure and attention of mkg stimuli
, and ends with consumer interpretation
before residing into his memory
translated into response
sensory thresholds -> the limits of human perception, the point at which stimulus strong enough to be detected by senses
absolute threshold - min level stimuli needed to notice something
e.g. low volume radio playing in loud mall, may go unheard of, indicating that it is below the absolute threshold of hearing
jnd - min level of change between 2 stimulus that can be noticed
e.g. 10c inc in $2 soft drink may go unnoticed, but a $50 inc in $500 product more likely to be noticed
*marketers try to go below jnd
subliminal perception - stimulus is below conscious awareness, but can still influence perception
e.g. flash of an image/ word for milliseconds (below conscious awareness) can subtly shape perception
learning
change in the content or organisation
LTM / behaviour
result of info processing
schema: mental organisations
classical conditioning:
creating an association
Stimuli and Response
(brand name) (behaviour or feeling)
- dog learning to associate bell ringing with food
- mkg application: use a tagline/jingle/rhyme/pattern/symbol to help consumers associate them with brand
- e.g. kit kat - have a break, have a kit kat
operant conditioning:
creating an association
response and some outcome
(buying from brand) (satisfaction)
which serves as a purpose to reinforce response
- bird learning to repeat behaviour to get reward
- mkg application: food tasting, free samples
- e.g. free gifts with purchase
motivation
the drive state created by consumers
DRIVE IN
interest and needs
maslow’s hierarchy of needs
(bottom - up)
physiological needs (food, water)
safety (home, insurance, car)
love/ belonging (SNS)
esteem (luxury goods)
self actualisation (travel experiences)
self-determination theory
builds on maslow
focus on intrinsic motivation and psychological growth
rather than satisfying basic needs
memory
total accumulation
prior learning exp
multi-store concept that consists of sensory memory, short term memory, long term memory
sensory memory: PM LV
- personal factors can be part of intrinsic factors
- mainly from 5 senses, to form impression (function)
- Large capacity but brief recall
- visually appealing design trigger sensory memory
- ONLINE ADS: text only banners> animated
- PRINT ADS:
extrinsic factors - design of features
intrinsic factors - personal motivation to process info
STM
- function: to carry out tasks at hand (lang comprehension, reasoning, learning)
- derived from LTM and SM
- retain info for at least 18s, 3-5 chunks
- simplify advertising msg
- avoid information and options overload
- primary and recency effect
PE: likely to rmb the first thing they are exposed to
RE: likely to rmb the last thing we are exposed to
LTM
- massive capacity, mainly from facts learned and personal experiences
- retain info for a few days up to a lifetime
- advertising using repetition; memorable taglines/jingles
e.g. just do it, nike
BUT
note that repetition may cause campaign fatigue, consumers zapping out annoying ads
personality
unique set of characteristics of individual
influences way respond to his env
ABC
incl Attentive, Behavioural, Cognitive tendencies
5 factor model
OCEAN
openness to experiences - early adopters of cutting edge tech like tesla
conscientiousness - prefer buying from sustainable brands like tesla
Extraversion - socially active individuals participating in red bull’s extreme sports events
Agreeableness - choosing to buy from ben and jerry’s for their ethical stance and activism
Neuroticism - wellness brands and luxury skincare like lush aims to address this trait
(emotionally sensitive, prone to stress > choose comfort, reassurance, security)
Brand personality
RC SES
ruggedness (ROT)
- outdoorsy
- tough
e.g. timberland
Competence (CRIS)
- reliable
- intelligent
- successful
e.g. apple
Sophistication (SUC)
- upper class
- charming
e.g. chanel
Excitement (EDISU)
- daring
- imaginative
- spirited
- up to date
e.g. tiktok
Sincerity (DHWC)
- down to earth
- honest
- wholesome
- cheerful
e.g. dove
attitude
way ppl
FAT
feels, acts, think
toward some aspect
their environment
emotion
identifiable specific feeling
emotion arousal
- consumers tend to search for products
primary/ secondary benefit
emo arousal
- gratitude from benefits received
desired customer outcome
higher trust purchases
emotion reduction
- to reduce or prevent
unpleasant emotions
e.g. alcohol to reduce stress
self concept
define
- totality thoughts feelings
perceive himself as an object
- perception and feelings
towards himself
- composing attitude
one holds towards ownself
desc themselves in 3 dimmensions
RPS
- role identities
- personal qualities
- self evaluation
self concepts
IM EATING A PIG
Ideal self - self aspires to be
Extended self - defines oneself not only by physical self but also by
possessions, affiliations, experiences
(therefore consumers emo attachment brands show their personality)
Actual self - self created by
AH
actions, habits
Public self - view yourself based on other peoples public knowledge of u
impression management theory - present yourself in a way influences how others perceive u
lifestyle
the way someone lives
determined by
past experiences
innate characteristics
current situation
system 1 thinking
operates
automatically, quickly, intuitively
result in rapid judgement and decisions
minimal conscious effort
lead to
cognitive biases and errors
rely on system 1 exclusively
automatic info processing
mental processes occur
without awareness, intention
influences goals, behaviour, judgement, feelings
system 2 thinking
DAP
deliberate, analytical processing
CC
requires conscious effort and careful considerations
to
MEW
weigh options, evaluate information, make informed choices
based on
reasoned analysis
overriding system 1 if automatic responses if necessary
automatic system processing
result of system 1 thinking
mental process occur
without
AI
awareness, intention
but
influencing
goals, behaviour, judgement, feelings
