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Eat Popcorn!. Consumer Behavior and E-Commerce MKTG 417. Knowledge, Involvement, Attention and Comprehension Chapters 4-5. Environment. Interpretation (Attention & Comprehension). Memory (Stored Knowledge). COGNITIVE PROCESSES. New Knowledge. Integrate Information

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consumer behavior and e commerce mktg 417

Eat Popcorn!

Consumer Behaviorand E-CommerceMKTG 417

Knowledge, Involvement,

Attention and Comprehension

Chapters 4-5

slide2

Environment

Interpretation

(Attention & Comprehension)

Memory

(Stored

Knowledge)

COGNITIVE

PROCESSES

New Knowledge

Integrate Information

(To Form Attitudes, Intentions,

and Choices Among Options)

Consumer Behavior

attention

Attention

How do marketers get our attention?

attention4
Attention
  • Three Key Characteristics
    • Is Selective
    • Can Be Divided
    • Is Limited
  • To stand out from the sea of marketing stimuli:
    • Make stimuli personally relevant
      • Appeal to target’s values, goals, needs, or interests
      • Use sources that are similar to the target
    • Use Pleasant Stimuli
      • Attractive models, music, humor
    • Make stimuli surprising
    • Create “unexpected” stimuli
    • Use a puzzle that consumers must solve
    • Make stimuli easy to process
      • Prominent, concrete, contrasting, and simple (not cluttered)
    • Keep it fresh (to avoid “habituation”, aka the wear out effect)
slide7

Environment

Interpretation

(Attention & Comprehension)

Memory

(Stored

Knowledge)

COGNITIVE

PROCESSES

New Knowledge

Integrate Information

(To Form Attitudes, Intentions,

and Choices Among Options)

Consumer Behavior

accessibility of knowledge structures
Accessibility of Knowledge Structures
  • Priming
    • Temporary activation of an “associative network” which influences interpretation, encoding, decision-making, behavior
  • Chronic Accessibility
    • Constructs which are almost always highly accessible (e.g., based on individual differences)
focus on research

Focus on Research

Can We Process InformationBeyond Conscious Awareness?

And can this impact consumers?

A Fascinating Study on PRIMING

karremans et al 2006 jesp priming method
Karremans et al. (2006, JESP)Priming Method

“Orienting Stimulus”

Prior to Each Set of Bs

XXXXX

BBbBBB

5 trials: how many ‘b’?

500 milliseconds

“Lipton Ice” or

“Npeic Tol” Prime

Lipton Ice

23 milliseconds!

“Orienting Stimulus”

Prior to Each Set of Bs

XXXXX

500 milliseconds

300 milliseconds

25 total trials of B strings

karremans et al 2006 jesp study 1 priming preference for lipton ice tea
Karremans et al. (2006, JESP, Study 1)Priming Preference for Lipton Ice Tea

Also rated

Intention to drink

Coke and Spa Rood

moderation under what conditions is a relationship stronger
“Moderation”Under What Conditions is A Relationship Stronger?

Lipton Ice Prime

Condition

Lipton Ice

Intentions

Thirst

Self-Reported (Study 1)

Experimentally-Manipulated (Study 2)

conclusion

Conclusion?

Vicary’s Claim Was a Hoax

BUT…

It Appears He Was Right

(Under Certain Circumstances)

We Can’t Create Desire Subliminally

But if Desire is Present, We Can Influence Which Product is Chosen

labroo et al 2007 jcr semantic priming perceptual fluency
Labroo et al. (2007, JCR)Semantic Priming & Perceptual Fluency

Experiment 1

Think about:

Frog or

Control Word

Then shown:

Frog Wine &

Control Wine for

16 milliseconds or

3 seconds

Select

Preferred

Wine

slide23

Out of 8

Test Trials

labroo et al 2007 jcr semantic priming perceptual fluency24
Labroo et al. (2007, JCR)Semantic Priming & Perceptual Fluency

Experiment 3

Circle Words:

Related to Dogs

Or Control Words

Then shown:

Shampoo

With or

Without

Picture of a dog

Rate how easy

It was to process product

And liking of product

mediation why semantic priming improves product evaluation
“Mediation”Why Semantic Priming Improves Product Evaluation

Condition

(controls vs.

experimental)

Processing

Fluency

Product

Evaluation

conclusion27

Conclusion?

Words (like frog) can semantically

prime consumers to process

marketing stimuli more easily

(i.e., fluently) and this feeling of

fluency results in more favorable product evaluations

hagtvedt patrick 2008 jmr study 1 the art infusion effect
Hagtvedt & Patrick (2008, JMR, Study 1)The Art Infusion Effect

Product

Evaluation:

Mean = 5.41

The Product

Product

Evaluation:

Mean = 4.47

mediation why art increases product evaluation
Mediation:Why Art Increases Product Evaluation

Presence

of Art

Perceptions

of Luxury

Product

Evaluation

conclusion31

Conclusion?

Art leads to a perception

that a product is luxurious

and perceptions of luxury

enhance product evaluations

Time to bring in Van Gogh!