Académique Documents
Professionnel Documents
Culture Documents
Motivation
Personal relevance Consistency with values, goals and needs Perceived risk Moderate inconsistency with attitudes
Ability
Knowledge and experience Cognitive style Intelligence, education, age Monetary resources
Opportunity
Time Distraction Amount of information Complexity Repetition
In-class exercise
Think of a marketing stimulus (e.g. an ad) that you processed recently.
Analyze your motivation, ability and opportunity
Copyright 2001 Houghton Mifflin Company. All rights reserved.
Exposure
Exposure
Marketing Stimuli
Information
Brand
Communication
Marketer
Attention
Definition
Process by which an individual allocates part of his or her cognitive resources (mental activity) to a stimulus
In-class exercise
Perception:
The registration of stimuli by one of the five senses: vision, hearing, taste, smell, and touch
Points to ponder
Slower-tempo
in-store music can increase sales as much as 38% when compared to a fast-tempo
because consumers will eat faster, thereby allowing greater turnover and higher sales
Copyright 2001 Houghton Mifflin Company. All rights reserved.
Consumer decision-making
Problem Recognition
Actual State
My laptop is freezing on me
Solution
- call technical support - buy a new laptop
I have not got a campus placement offer yet and timing is running out