ADMS 3220 Lecture 2: Chapter 2- Customer behavior.docx

• School: York University
• Department: Administrative Studies
• Course: ADMS 3220
• Professor: Pilar Carbonell

Document Summary

Note: look at slides for notes before these topics! Consumers have selective attention; they block out what is not relevant. Marketers utilize senses to attract the attention of consumers: visuals (colors), smell, touch, hearing and taste all matter. Marketers use, subliminal advertising, mere exposure effect and perceptual fluency to help them sell their products. Subliminal advertising: uses words, images, or sounds, which appear in print, radio and television commercials, in recorded music or on tv shows. Advertisers design these messages with hopes of increasing the appeal of their product, and creating an overwhelming desire to purchase it. In most cases, when you see or hear a subliminal message, your conscious mind ignores it, but your subconscious mind hears it loud and clear. Mere exposure effect: repeated exposure to an ad brings familiarity and a positive feeling. Usually these ads can be in outdoor advertising, online ads. For example, h&m ads on the billboards or online.