Slotting allowances help companies enhance which stimulus factor related to their products?

Occurs when a stimulus is placed within a person's relevant environment and comes within range of their sensory receptor nerves. Provides consumers with the opportunity to pay attention to available information, but in no way guarantees it.

The highly selective nature of consumer exposure is a major concern for marketers since failure to gain exposure results in lost communication and sales opportunities. 

Zipping, zapping, and muting

occurs through fast forwarding

Involves switching channels when commercial appears

occurs by turning off the sound

Although consumers often avoid commercials and other marketing stimuli, sometimes they actively seek them out for various reasons, including purchase goals, entertainment, and information.

Permission-based marketing

involves consumers allowing the company to receive emails, infomercials have positive responses to consumers

Occurs when the stimulus activates one or more sensory receptor nerves and the resulting sensations go to the brain for processing.  Attention requires consumers to allocate limited mental resources toward the processing of incoming stimuli. Attention is determined by three factors: the stimulus, the individual, the situation

Physical characteristics of the stimulus itself. Stimulus characteristics such as ad size and color are under the marketer's control and can attract attention independent of individual or situation characteristics. (Size, intensity, attractive visuals, color and movement, positions, format, contrast and expectations, interestingness, information quantity

Larger stimuli are more likely to be noticed than smaller ones.  Size also affects attention to advertising.  Slotting allowances are paying for secure shelf space.

The intensity (ie. loudness, brightness, length) of a stimulus can increase attention.  Repetition] is related to intensity.  Attention reallocation is important since many brand's features can be communicate through the ad's text, but convincing consumers to read is difficult.

Individuals tend to be attracted to pleasant stimuli and repelled by unpleasant stimuli.

Both color and movement serve to attract attention, with brightly colored and moving items being more noticeable

Position refers to the placement of an object in physical space or time.  In retail stores, items are easy to find or that stand out are more likely to attract attention. 

Is separating a stimulus object from other objects (ie. stand-alone kiosks and "white space")

Catalog merchants wishing to display multiple items per page often create an environment in which the competition for attention across items reduces attention to all the items.  Format refers to the manner in which the message is presented.

Contrast and Expectations 

Consumers pay more attention to stimuli that contrast with their background than to stimuli that blend with it.  Adaptation level theory suggests that if a stimulus doesn't change over time we adapt or habituate to it and begin to notice it less

What one is interested in is generally an individual characteristic.

Represents the number of cues in the stimulus field. Cues can relate to the features of the brand itself, typical users of the brand, typical usage situations, and so on.  Information overload occurs during commercials because consumers have no control over the pace of exposure.

Characteristics that distinguish one individual from another.  Generally seeking, consumer motivation and ability are the major individual factor affecting attention (motivation and ability)

A drive state created by consumer interest and needs.  Interests are a reflection of overall lifestyles as well as a result of goals and needs. 

indicates motivation or interest in a specific product category and can be temporary or enduring

External stimulus characteristics

had less influence on consumer since they are already internally motivated.

banner ads that are activated based on terms used in search engines.  Such behavioral targeting strategies are available for general Web sites as well and they appear to be quite effective.

Refers to the capacity of individuals to attend to and process information.  Ability is related to the knowledge and familiarity with the product, brand, or promotion. 

an ability factor related to attention.  Those with high brand familiarity may require less attention to the brand's ads because of their high existing knowledge. 

Include stimuli in the environment other than the focal stimulus (ie. the ad or package) and temporary characteristics of the individual that are induce by the environment, such as time pressures or a crowded store.(clutter, program involvement)

Represents the density of the stimuli in the environment. 

Refers to how interested viewers are in the program or editorial content surrounding the ads (as opposed to involvement with the ad or brand). 

represents how well a message is constructed in terms of being believable and appealing, and in communicating the core message effectively.

Stimuli may be attended to without deliberate or conscious focusing of attention.  A classic example is the cocktail party effect whereby an individual engaged in a conversation with a friend isn't consciously aware of other conversations at a crowded party until someone in another group says something relevant such as mentioning her name.

Hemispheric lateralization

is a term applied to activities that take place on each side of the brain. Left side of the brain is primarily responsible for verbal information, symbolic representation, sequential analysis, and the ability to be conscious and report what is happening. It controls those activities we typically call rational thought. The right brain can easily scan large amounts of information over an extended time period.

Is the assignment of meaning to sensations.  Interpretation is related to how we comprehend and make sense of incoming information based on the characteristics of the stimulus, the individual, and the situation.

The emotional or feeling response triggered by a stimulus such as an ad. 

A process by whereby stimuli are placed into existing categories of meaning.

Individual characteristics

Marketing stimuli have meaning only as individuals interpret them. Individuals are not passive interpreters of marketing and other messages, but actively assign meaning based on their needs, desires, experiences, and expectations.

Inherent physiological and psychological traits, which drive our needs and desires, influence how a stimulus is interpreted. Specific traits of the stimulus, such as size, shape, and color, affect interpretation. Another general trait is the extent to which the stimulus is expected, a trait sometimes referred to as incongruity

Consumers have a natural cognitive, emotions, and behavioral predisositions. 

Some people experience emotions more strongly than others.

The meanings attached to such "natural" things as time, space, relationships, and colors are learned and vary widely across cultures.

Individuals' interpretations of stimuli tend to be consistent with their expectations, an effect referred to as the expectation bias.

The stimulus is the basic entity to which an individual response and includes the product, package, advertisement, in-store display, and so on. Consumers react to and interpret basic traits of the stimulus (size, shape, color), the way the stimulus is organized, and changes in the stimulus.

Incongruity increases attention.  Rhetorical figures can be used to enhance incongruity and influence both attention and interpretation.

Stimulus organization refers to the physical arrangement of the stimulus objects affecting consumer interpretation and categorization. 

refers to the fact that stimuli positioned close together are perceives as belonging to the same category.

involves any communication or activity that implies, or from which one could reasonably infer, that an organization is associated with an event, when in fact it is not

involves presenting an incomplete stimulus with the goal of getting consumers to complete it and thus become more engaged and involved.

involves presenting an incomplete stimulus with the goal of getting consumers to complete it and thus become more engaged and involved.

Interpreting change requires both the ability to detect change and then assign meaning to that change

The physiological ability of an individual to distinguish between similar stimuli

The minimum amount that one brand can differ from another with the difference still being noticed. Individuals typically do not notice relatively small differences between brand or changes in brand attributes.  After noticing a change or difference, consumers must interpret it.  Change is often interpreted with respect to some referent state (ie. reference price)

An inference goes beyond what is directly stated or presented. Consumers use available data and their own ideas to draw conclusions about information that is not provided.

Here consumers use their own experiences and knowledge to draw inferences about product quality base on nonquality cue

is an inference base on the popular adage "you get what you pay for."

is also a quality signal.  Consumers tend to infer that more heavily advertised brands are higher quality.

know for longer warranties generally signaling higher quality

is when consumers interpret products more positively hen they are manufactured in a country they perceive positively.

is where well-known brands are perceived as higher quality than other unknown brands.

Brand extensions and co-branding

is where an existing brand extends to a new category with the same name with the same name such as Levi Strauss putting its Levi name on a line of upscale men's suites

is an alliance in which two brands are put together on a single product as "Intel Inside" Compaq computer. Both can have positive or negative impact.

Any change in the content or organization of long-term memory or behavior and its result of information processing.

Is the working memory that is the portion of the total memory that is currently activated or in use.  The short-lived nature of STM means that consumers must constantly refresh information through maintenance rehearsal or it will be lost

is the continual repetition of a piece of information in order to hold it in the current memory for use in problem solving or transferal to long-term memory.  The limited capacity of STM means that consumers can hold only so much information in current memory.  A range between 5 to 9 bits of information.  Organizing individual items into groups of related items that can be processed as a single unity is called chunking. 

can greatly aid in the transfer and recall of information from memory. STM is often termed working memory because that's where information is analyzed, categorized, and interpreted.  STM is where elaborative activities take place.

are the use of perviously stored experiences, values, attitudes, beliefs, and feelings to interpret and evaluate information in working memory as well as to add relevant previously stored information

abstractions of reality that capture the meaning of an item in terms of other concepts, similar to a dictionary definition of a word

involves concrete sensory representative of ideas, feelings, and objects. Whether consumers are processing concepts or images, a key issue in learning and memory is the extent of elaboration. 

Is viewed as an unlimited, permanent storage. 

the basic knowledge and feelings an individual has about a concept

the memory of a sequence of events in which a person participated. A pattern of such associations around a particular concept is termed a schema, schematic memory, or knowledge structure

contains product characteristics, usage situations, episodes, and affective reactions

connect various concepts to form the complete meaning assigned to an item.

Brands in the schematic memory that come to mind or are recalled for a specific problem or situation such as thirst are known

Memory of how an action sequence should occur, such as purchasing and drinking a soft drink to relieve thirst, is a special type of schema known

The likelihood and ease with which information can be recalled from LTM

Top-of-mind awareness LTM

Always thinking of Coca-Cola when you think of sodas is because you have seen so many ads for that brand

is characterized by the conscious recollection of an exposure event. 

involves the nonconscious retrieval of previously encountered stimuli.

High-involvement learning

A situation is one in which the consumer is motivated to process or learn the material (ie. reading a PC magazine before purchasing a computer).

A situation is one in which the consumer has little or no motivation to process or learn the material (ie. a commercial for a product you do not currently have a desire for).

Is probably most appropriately described as a set of procedures that marketers can use to increase the chances that an association between two stimuli is formed or learned.

The process of using an established relationship between one stimulus (music) and response (pleasant feelings) to bring about the learning of the same response (pleasant feelings) to a different stimulus (the brand).

Also know as instrumental learning, involves rewarding desirable behaviors such as brand purchases with a positive outcome that serves to reinforce the behavior. The more often a response is reinforced, the more likely it will be repeated in the future as consumers learn that the response is associated with a positive outcome. Shaping.

Encompasses all the mental activities of humans as they work to solve problems or cope with situations.  It involves learning ideas, concepts, attitudes, and facts that contribute to our ability to reason, solve problems, and learn relationships without direct experience or reinforcement.

Learning a concept or the association between two or more concepts in the absence of conditioning.

Vicarious Learning or Modeling

It is not necessary for consumers to directly experience a reward or punishment to learn. Instead, they can observe the outcomes of others' behaviors and adjust their own accordingly. Similarly, they can use imagery to anticipate the outcome of various course of action.

Individuals engage in creative thinking to restructure and recombine existing information as well as new information to form new associations and concepts.

Refers to the process of learning to respond differently to similar, but distinct stimuli.

Referred to as the rub-off affect that occurs when a response to one stimulus is elicited by a similar, but distinct stimulus.

Importance, message involvement, self referencing, reinforcement, repetition, dual coding

Strength of learning: Importance

Refers to the value that consumers place on the information to be learned that might be driven by inherent interest or need to make a decision in the near future.

Strength of learning: Message Involvement

When a consumer is not motivated to learn the material, processing can be increase by causing the person to become involved with the message itself.

Strength of learning: Self-referncing

indicates that consumers are relating brand information to themselves

Strength of learning: mood

Learning enhancement cause by a positive mood suggests the types of programs that marketers attempting to encourage consumer learning should advertise one. Likewise, it suggests that those commercials that enhance one's mood would also increase learning (self referncing

Strength of learning: Reinforcement

Anything that increases the likelihood that a given response will be repeated in the future. Punishment is the opposite of reinforcement, decreases the likelihood that a given response will be repeated in the future.

Strength of learning: repitition

Enhances learning and memory by increasing the accessibility of information in memory or by strengthening the associative linkages between concepts.  Pulsing is frequent repetitions often used in a new-product introduction. Too much repetition can cause consumers to actively shut out the message, evaluate it negatively, or disregard it, an effect called advertising wearout

Strength of learning: Dual coding

Consumers can store (code) information in different ways. Storing the same information in different ways (dual coding) results in more internal pathways (associative links) for retrieving information. Echoic memory

Dual coding: echoic memory

is the memory of sounds, including words, that is another memory mode that appears to have characteristics distinct from visual and verbal memory.

A decision by a marketer to try to achieve a defined brand image relative to competition within a market segment.

changing the images consumers have of brands change over time as a function of their own changing needs, as a function of changes in competitors, and as a function of changes initiated by the brand itself.

offers marketing managers a useful technique for measuring and developing a product's position

generally considers the firm's image without a direct comparison to a competitor.

An individual's characteristic response tendencies across similar situations.

A set of human characteristics that become associated with a brand.

Communicating personality

Celebrity endorsers, user imagery, executional factors 

often a useful way to personify a brand since the characteristics and meanings of the celebrity can be transferred to the brand

Involves showing a typical user along with images of the types of activities they engage in while using the brand.  User imagery helps define who the typical user is in terms f their traits, activities, and emotions. The emotion and tone of the activities can also transfer to the brand

Go beyond the core message to include "how" it is communicated. The "tone" of the ad (serious vs. quirky), the appeal used (fear vs. humor), the logo and typeface characteristics (scripted font may signal sophistication), the pace of the ad, and even the media outlet chosen can all communicate the brand's personality.

Strong, relatively uncontrolled feelings that affect behaviors. Emotions are strongly linked to needs, motivation, and personality. Affect intensity

the level to which some people are emotional versus others. Often triggered by environmental events, internal processes such as imagery, physiological changes, accompanied by cognitive thought, have associate behaviors, and subjective feelings. 

An enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment. It is a learned pre-disposition to respond in a consistently favorable or unfavorable manner with respect to a given object. Thus, an attitude is the way one thinks, feels, and acts toward some aspect of his or her environment, such as retail store, television program, or product.

Affective, Behavioral, and Cognitive

Consists of a consumer's beliefs about an object (ie. "popular with younger consumers", "made by a large company"). Features and benefits are both beliefs.

Feelings or emotional reactions to an object represent the affective component of an attitude. Utilitarian and Hedonic.

an emotional benefit. Aesthetic appeal tap consumers' affective reactions by going beyond the cognitive associations of functionality (ie. iPhone).

one's tendency to respond in a certain manner toward an object or activity

Illustrates all three attitude components tend to be consistent.  This means that a change in one attitude component tends to produce related changes in the other components. This tendency is the basis for substantial amount of marketing strategy.

-In summary, attitude components--cognitive, affective, and behavioral--tend to be consistent. However, as we see, the degree of apparent consistency can be reduced by a variety of factors. Marketers must incorporate these factors when developing persuasive message and strategies.

Represents "who" delivers the message Source credibility, celebrity sources, sponsorship

Consists of trustworthiness and expertise. In a testimonial ad , a person, generally a typical member of the target market, recounts his or her successful use of the product, service, or idea.

Marketers are increasingly using culturally diverse celebrities to reach an ethnically diverse U.S. population. Celebrity sources are effective for a variety of reasons: attention, attitude toward the ad, trustworthiness, expertise, aspirational aspects, and meaning transfer. Sokescharacters are not celebrities ,but quickly become household names (ie. Tony the Tiger and Aflac's duck).

A company providing financial support for an even such as the Olympics or a concert, is one of the most rapidly growing marketing activities and multibillion-dollar industry.

Why are celebrity sources effective?

Attention, attitude toward the ad, trustworthiness, expertise, aspirational aspects, meaning transfer

Celebrity sources: Attention

They attract attention to the advertisement.

Their likeability and popularity often translate into higher brand attitudes

Celebrity sources: Trustworthiness

They develop strong and credible public personas that consumers trust translating into purchases.

Celebrity sources: expertise

They are experts in certain fields (ie. sports and music).

Celebrity sources: Aspirational aspects

Consumers may identify with or desire to emulate the celebrity.

Celebrity sources: Meaning transfer

Consumers may associate known characteristics of the celebrity with attributes of the product that coincide with their own needs or desires.

Fear, humorous, comparative, emotional, value-expressive vs Utilitarian

Use the threat of negative (unpleasant) consequences if attitudes or behaviors are not altered. Fear appeals have been studied primarily in terms of physical fear (ie. smoking, unsafe drive, eating unhealthy foods), but social fears (disapproval of one's peers for incorrect clothing, bad breath, or smoking) are also used in advertising.

Ads built around humor appear to increase attention to and liking of the ad, particularly for those individuals high in need for humor. The overall effectiveness of humor is generally increased when the humor relates to the product or brand in a meaningful way and is viewed as appropriate for the product by the target audience.

Directly compare the features or benefits of two or more brands. Comparative ads are often more effective than noncomparative ads in generating attention, message and brand awareness, greater message processing, favorable sponsor brand attitudes, and increase purchase intentions and behaviors.

Are designed primarily to elicit a positive affective response rather than to provide information or arguments. Emotional ads such as those that arouse feelings of warmth trigger physiological reactions.

Value-Expressive versus Utilitarian Appeals

Value-expressive appeals attempt to build a personality for the product or create an image of the product user. Utilitarian appeals involve informing the consumer of one or more functional benefits that are important to the target market. Both theory and some empirical evidence indicate that utilitarian appeals are most effective for functional products and value-expressive appeals are most effective for products designed to enhance self-image or provide other intangible benefits.

Message structure characterisitics

One sided versus two sided messages Positive vs negative framing Nonverbal components

One sided vs two sided messages

One-sided messages only present one point of view. In advertisements and sale presentations, marketers generally present only the benefits of their product without mentioning any negative characteristics it might possess or any advantage a competitor might have. A two-sided position presents both good and bad points, is counterintuitive, and most marketers are reluctant to try such approach. However, two-sided messages are generally more effective than one-sided messages in changing a strongly held attitude.

Positive vs. negative framing

Message framing, attribute framing, and goal framing

refers to presenting one of two equivalent value outcomes either in positive or gain terms (positive framing) or in negative or loss terms (negative framing).

Simples form where only a single attribute is the focus of the frame

Where "the message stresses either the positive consequence of performing an act or the negative consequence of not performing the act." In goal framing situations the negative frame is generally more effective

Pictures enhance imagery and facilitate learning, music, surrealism, and other nonverbal cues are also effective in attitude change.

The totality of the individual's thought and feelings having reference to himself or herself as an object.  It is an individual's perception of and feelings tower him or herself.

how i am or would like to be to myself

how i am seen by others or how i would like to be seen by others

Emphasizes personal goals, characteristics, achievements, and desires. Individuals with an independent self-concept tend to be individualistic, egocentric, autonomous, self-reliant, and self-contained. American culture tends to be independent self-concept unlike Asian cultures.

Which stage of processing occurs when the stimulus activates one or more sensory receptor nerves and the resulting sensations go to the brain for processing?

What are the three factors that determine attention?

Which of the following is a situational factors affecting attention quizlet?

What are three examples of quality signals that can create inference?