Marketing: Consumer Behavior ch 3

Exposure
The process by which the consumer comes in contact with a stimulus
Marketing Stimuli
Information about offerings communicated either by the marketer (such as ads) or by non marketing sources (such as word of mouth)
Selective Exposure
Consumers can selectively control what marketing stimuli they view
Zipping
fast-forwarding through commercials on a program recorded earlier
Zapping
Use of a remote control to switch channels during a commercial break
Attention
How much mental activity a consume devotes to a stimulus
Prominence
The intensity of stimuli that causes them to stand out relative to the environment
Concreteness
The extent to which a stimulus is capable of being imagined
Habituation
The process by which a stimulus loses its attention-getting abilities by virtue of its familiarity
Perception
The process of determining the properties of stimuli using vision, hearing, taste, smell, and touch
Absolute threshold
The minimal level of stimulus intensity needed to detect a stimulus
Differential threshold/ just noticeable difference
The intensity difference needed between two stimuli before they are perceived to be different
Weber’s law
The stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different
Subliminal perception
The activation of sensory receptors by stimuli presented below the perceptual threshold
Perceptual Organization
The process by which stimuli are organized into meaningful units
Figure and ground
The principle that people interpret stimuli in the context of a background
Closure
The principle that individuals have a need to organize perceptions so that they form a meaningful whole
Grouping
The tendency to group stimuli to form a unified picture or impression
Bias for the whole
The tendency to perceive more value in a whole than in the combined parts that make up a whole
Comprehension
The process of extracting higher-order meaning from what we have perceived in the context of what we already know
Source identification
The process of determining what the perceived stimulus actually is
Objective comprehension
The extent to which consumers accurately understand the message a sender intended to communicate
Subjective comprehension
What the consumer understands from the message, regardless of whether this understanding is accurate
Perceptual fluency
The ease with which information is processed