MKTG 313 Chapter Notes - Chapter 8: Subliminal Stimuli, Lateralization Of Brain Function, Product Placement
MKT313 Ch. 8
Perception
a process that begins with consumer exposure and attention to marketing stimuli
and ends with consumer interpretation
exposure
occurs when a stimulus is places in a consumer's environment and comes within
range of his/her sensory receptor nerves.
attention
occurs when the stimulus activates one or more sensory receptor nerves, and
resulting sensations travel to the brain for processing. determined by 3 factors:
stimulus factors, individual factors, and situational factors
interpretation
the assignment of meaning to the received sensations. types: individual
characteristics, situational characteristics, stimulus characteristics
selective exposure to advertising
exposure is typically self-selection and can be avoided, especially when perceived
as boring, uninformative, and intrusive. ex- ad avoidance and product placement
ad avoidance
zipping- fast forwarding through commercials
zapping- switching channels during commercials
muting- turning off sound during commercials
product placement
placing products within entertainment in exchange for payment or other
consideration
voluntary exposure to advertising
ex- infomercials, permission-based marketing, viral marketing
infomercials
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