Lecture 3: How do consumers acquire and process information? Flashcards

Question

Familiarity/ repetition

Answer 1

- Familiarity can increase processing fluency, leading to increased brand attitudes - Too much repetition can lead to annoyance, reducing brand attitudes - Longer-term, annoyance fades but repetition leads to increased brand memory (relevant for products)

Answer 2

Sex attracts attention but it distracts from the brand. Congruence is important for both. Humor is pleasant which becomes associated with the brand. Sex and Violence do not sell.

Answer 3

Categorization Understanding claims Connecting information presented to existing memories, knowlegde and schema's

Answer 4

Coca cola is a soda but also coffee. It should be congruent, our association is the soda not the coffee. But can be the same vibe example different types of machines.

Answer 5

Prototypical products are more liked but less salient reducing attention. First product in a category has novelty, leading to deeper processing and more extreme evaluations. New product becomes ”prototypical” to which others are compared, focus on attributes brand does best.

Answer 6

Overestimate similarity within category.

Answer 7

Overestimate differences between categories

Answer 8

Balance between novelty and clear link (similiarity)

Answer 9

Atypical unfavorable and typical favorable highest score. Typical: assimilation, Atypical: contrast.

Answer 10

* Rely on inferences beyond literal statements * Literally true, but imply something different * “Beer may be best in the world” * Omit information * “Dentists recommend X brand of toothpaste” (how many, which? Implies majority) * “Brand X relieves pain longer” (than what? Implies competitor) * Juxtaposition * “be cool, buy brand X” (independent statements, imply relationship) * Reverse cause and effect * “if you can see it, you can make it”

Answer 11

* Participants see health claims, whether they are true or false, 1x or 3x * After 30 min or 3 days, participants see new and old statements and categorize as true, false, or new * Delay reduces accuracy generally * Misremember false as true more than reverse (True is “default”) * Older adults more likely to misremember for repetition and delay

Answer 12

- Traits, values, and beliefs about self, how you think of yourself, guides attention and information processing - Higher motivation to process information congruent with self-schema = Amplifying effect - Motivational matching has 20% more effect.

Answer 13

Thinking about thinking: Thinking abour other motives (skepticism) Thinking about your own inner states and thoughts (ease of retrieval and hedonic fluency)

Answer 14

Write or read, 3 or 7 arguments about public transport. Reading 7 leads to stronger attitudes (more) but writing 7 leads to weaker attitudes ( difficult--> lower confidence --> weaker).

Answer 15

* Supply of advertising rising faster than attention (limit of population) * Ability to block advertising limits its reach (switch channel, leave room, look at phone during commercials, use ad-blockers) * Context of exposure influences balance between attention and persuasion - Higher attention: persuasion is possible - Lower attention: need to first attract attention

Answer 16

Door meer competitie voor attention wordt er meer gebruik gemaakt van bottom-up attention grabbing en dat kan irritant zijn. Short-term gain from ads making money vs long-term loss of engagement. Consumers are distracted and frustrated and worse memory recall.