iconic memory
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very brief memory for things we see
Graded Structure
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-Some members represent category better than others
-Not all category members are created equal
Goal-Derived (or Ad Hoc) categorize
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-Contain things we perceive as relevant to a goal
-We use rules/experience to create these
-Examples:
■Things to do on a Friday night
■Things you eat on a diet
Selective Exposure
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marketers control when consumers encounter the brand
◦Example - a high end clothing brand might only advertise in Vogue
Government
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-Government data, such as census data, are often used by marketing
researchers to estimate market size.
-Government studies by agencies such as CPSP, DOT, FDA and FTC are
designed for consumer protection.
Multiattribute Attitude Model (a type of E-V model)
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, Where AO = Attitude toward the object
n = number of salient beliefs
bi = strength of salient beliefs
ei = evaluation of beliefs
Who Benefits from Study of Consumer Behavior?
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Marketing Managers
Ethicists/Advocacy Groups
Public Policy Makers/Regulators
Academics
Consumers
Types of Perceived Risk
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Performance risk
Physical risk
Social risk
Psychological risk
Time risk
To reduce dissonance:
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, change our behavior or attitude
Ways experts differ from novices
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-Category structure is more developed
-Have more categories, more associations and a better understanding
-Have more subordinate-level categories
Chapter 3
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Exposure, Attention, and Perception
Focus Groups
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Group of 6-12 lead by trained moderator
Express opinions and experiences in consumers' own words
Qualitative
Give this one a try later!
very brief memory for things we see
Graded Structure
Give this one a try later!
-Some members represent category better than others
-Not all category members are created equal
Goal-Derived (or Ad Hoc) categorize
,Give this one a try later!
-Contain things we perceive as relevant to a goal
-We use rules/experience to create these
-Examples:
■Things to do on a Friday night
■Things you eat on a diet
Selective Exposure
Give this one a try later!
marketers control when consumers encounter the brand
◦Example - a high end clothing brand might only advertise in Vogue
Government
Give this one a try later!
-Government data, such as census data, are often used by marketing
researchers to estimate market size.
-Government studies by agencies such as CPSP, DOT, FDA and FTC are
designed for consumer protection.
Multiattribute Attitude Model (a type of E-V model)
Give this one a try later!
, Where AO = Attitude toward the object
n = number of salient beliefs
bi = strength of salient beliefs
ei = evaluation of beliefs
Who Benefits from Study of Consumer Behavior?
Give this one a try later!
Marketing Managers
Ethicists/Advocacy Groups
Public Policy Makers/Regulators
Academics
Consumers
Types of Perceived Risk
Give this one a try later!
Performance risk
Physical risk
Social risk
Psychological risk
Time risk
To reduce dissonance:
Give this one a try later!
, change our behavior or attitude
Ways experts differ from novices
Give this one a try later!
-Category structure is more developed
-Have more categories, more associations and a better understanding
-Have more subordinate-level categories
Chapter 3
Give this one a try later!
Exposure, Attention, and Perception
Focus Groups
Give this one a try later!
Group of 6-12 lead by trained moderator
Express opinions and experiences in consumers' own words
Qualitative
