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Consumer Behavior and E-Commerce MKTG 417

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

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  1. Eat Popcorn! Consumer Behaviorand E-CommerceMKTG 417 Knowledge, Involvement, Attention and Comprehension Chapters 4-5

  2. Environment Interpretation (Attention & Comprehension) Memory (Stored Knowledge) COGNITIVE PROCESSES New Knowledge Integrate Information (To Form Attitudes, Intentions, and Choices Among Options) Consumer Behavior

  3. Attention How do marketers get our attention?

  4. 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)

  5. Play 

  6. Are these ads effective? If so, why?

  7. Environment Interpretation (Attention & Comprehension) Memory (Stored Knowledge) COGNITIVE PROCESSES New Knowledge Integrate Information (To Form Attitudes, Intentions, and Choices Among Options) Consumer Behavior

  8. Associative Network

  9. 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)

  10. Focus on Research Can We Process InformationBeyond Conscious Awareness? And can this impact consumers? A Fascinating Study on PRIMING

  11. James Vicary &Movie Theater Manipulation? Drink Coke! Eat Popcorn!

  12. 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

  13. XXXXX

  14. Lipton Ice

  15. XXXXX

  16. BBbBBB

  17. Karremans et al. (2006, JESP, Study 1)Priming Preference for Lipton Ice Tea Also rated Intention to drink Coke and Spa Rood

  18. Karremans et al. – Study 2 (vs. Spa Rood)

  19. “Moderation”Under What Conditions is A Relationship Stronger? Lipton Ice Prime Condition Lipton Ice Intentions Thirst Self-Reported (Study 1) Experimentally-Manipulated (Study 2)

  20. 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

  21. Another Examples of PrimingWhat’s With those Frog Wines?

  22. 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

  23. Out of 8 Test Trials

  24. 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

  25. “Mediation”Why Semantic Priming Improves Product Evaluation Condition (controls vs. experimental) Processing Fluency Product Evaluation

  26. 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

  27. Another Interesting StudyDoes Art ImpactPerceptions of Luxury?

  28. Hagtvedt & Patrick (2008, JMR, Study 1)The Art Infusion Effect Product Evaluation: Mean = 5.41 The Product Product Evaluation: Mean = 4.47

  29. Mediation:Why Art Increases Product Evaluation Presence of Art Perceptions of Luxury Product Evaluation

  30. Conclusion? Art leads to a perception that a product is luxurious and perceptions of luxury enhance product evaluations Time to bring in Van Gogh!

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