MARK2051 Lecture Notes - Lecture 7: Veganism, Powerbook, Price Drop
Document Summary
Stages: exposure, random, deliberate, attention, stimulus, situational. First 3 stages comprise perception: processes are interactive & not linear. Exposure: random vs. deliberate, random e. g. billboard, ads on tv -> don"t choose to be exposed to information, deliberate -> high-involvement, extended decision making. Sensation = nerves carrying this to the brain. Selective exposure - what consumers do to avoid random exposure. Bounded rationality => cognitive misers (limited ability to process info) Attention = allocation of processing capacity to incoming stimuli. Intensity - how closely are you paying attention to it: e. g. might find ad funny but don"t remember what brand from, attention retention. Individual: situation, stimulus determinants of attention, size. Isolation: presenting small number of stimuli within relatively barren perceptual field attracts attention, e. g. Apple powerbook billboard -> few elements, lots white: format, manner in which message is presented, attention vs. retention, contrast.
