Consumer Psychology - Lecture notes CH 1 notes PDF

Preview

Summary

Dr. Kummings...

Description

Consumer Psychology The Dark Side of Consumer Behavior -

Ant consumption: consumers deliberately deface or mutilate products

-

Culture jamming: a strategy to disrupt efforts by the corporate world to dominate our cultural landscape Research Methods

Exploratory Research (discover ideas, insights, and understanding) -

Focus groups: unstructured discussion; 5-9 people with moderator

-

Projective techniques (people respond to ambiguous stimuli): person projects their motives or intentions onto ambiguous stimuli

1) Bubble drawings 2) Psychodrawing: perceptions expressed through drawing (ex. Pillsbury vs Duncan Hines users) 3) Autodriving: interviews with photoelicitation (visual and verbal recordings of consumers) 4) Stereotype (shopping list) technique given description of a person/family (or shopping list) and asked to describe them -

Ex.: Mason Haire Study (1950) – why was new instant coffee disliked?

Problem-Solving Research (Conclusive) 1) Descriptive: measurement, not cause and effect -

To provide a snapshot of some aspect of the market

a) Longitudinal studies: same consumers tracked over time -

Consumer panels

b) Cross-sectional Designs: date from one or more groups at the same point in time Observation a) Personal (ethnography) -

Behavior is recorded by an observer in naturally occurring environment

b) Mechanical (turnstiles, barcode scanners, eye-tracking, Nielsen ratings): devices record behavior c) Unobtrusive (trace analysis): human responses at time of observation not required

-

Garbology (inspection and analysis of waste products to learn about activities and behavior in topics such as waste disposal and food consumption)

2) Causal: Testing hypotheses Experiments: 4 characteristics 1. manipulation of independent variable (IV) - type of music in store, # of chocolate chips, spokesperson for products 2. measurement of dependent variable (DV) - shopping time, taste perceptions, product perception 3. at least two levels of the IV - ex. Classical music/rap 4. random assignment: each person has an equal chance of being in the levels of the IV

Sensation and Perception -

Sensation: refers to the immediate response of our sensory receptors

-

Perception: process by which these sensations are selected, organized, and interpreted

-

Sensory marketing: marketing that focuses on the impact of sensations on product experiences

-

Exposure-Attention-Interpretation Sensory Systems

-

Vision Colors, Packaging, Store environments Vision affects eating habits We tend to eat more: when a food container is larger, when our plate still contains food, when we see an assortment of foods We focus on height rather than width for glasses Color emotion guide Yellow: optimism Orange: friendly Red: excitement, bold

-

Smell

Odors can stir emotions or create feeling such as happiness/hunger Strongly related to memory Scent marketing: Coffee smells at gas station pump Scratch and sniff advertisements Bakery smells in homes for sale Using smell to reduce anxiety in retail spaces In crowded spaces, least anxious with smells that evoked spaciousness (ex. Seashore) In an almost empty space, least anxious when exposed to scent evoking closed spaces (ex. Firewood) Overall: anxiety levels were highest among consumers in an open space that was infused with a scent related to spaciousness -

Sound Research Slow music slows supermarket shopping and eating in restaurant and increases spending Music while you wait for service: High volume and fast tempo: longer wait perceived Less liked music: longer wait perceived Time compression (speeding up speech) – increases perceptions of confidence Brand names – phonemes a vs. i Ex. Frosh vs. Frish ice cream. Which is creamier, richer, and smoother? Number of Syllables: phonetically longer price – higher magnitude

-

Touch Shown to be a factor in sales interactions Endowment effect: touching items encourages people to think they own the product, which increases value Online environments (touchscreen vs. mouse): touch increases engagement and purchases intentions

-

Taste Taste Tests

The Perception Process Sensor stimuli: sight Sensor receptor: eye -

Psychophysics How the physical environment is integrated into our personal, subjective world? 1. Exposure Sensations in range of sensory receptors First step in the perception process Sensory thresholds: when a stimulus is strong enough to make conscious impact on person’s awareness Absolute Threshold: the smallest detectable level of a stimulus on any sensory channel (50% of the time) Exs. Vision- read print on billboard or not; hearing or not hearing the spokesperson in a tv advertisement; taste- taste caramel in coffee creamer; touch- a server’s touch on your shoulder that you are not even aware Differential Threshold: ability to detect changes or differences between two stimuli Just Noticeable Difference (j.n.d) – the minimum difference we can detect between 2 stimuli Weber’s Law: as the intensity of the stimulus increases, the ability to detect a difference between to levels of the stimulus decreases Example: pricing ($10 vs. $8/ $500 vs. $498) - 20% difference is usually perceived as a difference in price by consumers Pricing When raising price, make it less than JND When lowering price, make it more than JND Product Make decreases in size of food less than JND When word NEW is used, make product change greater than the JND Packaging To update style and logo, less than JND

To change image, greater than JND Subliminal Perception Occurs when the stimulus is below the level of the consumer’s conscious awareness Ex. Subliminal ads shown in movies that made people buy more popcorn and coke Does subliminal advertising work? Results mixed- in lab studies, results are found supporting subliminal effects if folks are in matching motivational state (thirsty and presented with drink subliminal) And there is no significant time delay between subliminal and behavior Overall, the effects are weak because: 1. Threshold differences 2. Distance and Position control 3. Attention control 4. General effect more likely than specific, brand effects Attention- Perceptual Selection Attention: extent to which processing activity is devoted to a stimulus Sensory overload: we are exposed to far more info, than we can process Media snacker: digital natives (in 20s) switch media venues 27 times per nonworking hour Eyeball economy: marketers compete for consumer’s attention, not money Perceptual vigilance: current needs (to pay more attention of food ads when you are hungry for example) Perceptual defense: repel unwanted info (not pay attention to “don’t text and drive” type of ad for example) Adaptation: sensation no longer demands attention -

Intensity: less intense stimuli (dim, soft)

-

Discrimination: simple stimuli (no detail)

-

Exposure: frequently encountered stimuli

Consumers pay most attention to CONSTRAST in information 1. Size: bigger is better 2. Color: birther, unique is better 3. Position: products eye level in grocery stores; ads in front of magazine, right side

4. Novelty: unusual places, upside down ads, unusual messages, unusual sounds 5. Isolation: this is unusual; barren area increases perceptions of trustworthiness (not trying to be persuasive too heavy), sophistication (“minimalist”) 6. Movement Interpretation – Perceptual Positioning The meaning we assign to sensory stimuli How a brand is viewed based upon the marketing mix Creating a perceptual map Perceptual Repositioning -

Changing the consumer’s perception of the brand

-

Why? 1. Cannibalization: two products in a particular company are competing with one another (Ex. Diet coke and Coke Zero sugar) – eating the profits of one another 2. Need to innovate, expand market. 3. Market is changing (Ex. Low carb, gluten free) 4. Product gets confused with other products

Nu to tentando mto ficar acordada mas puta q pariu q sono manooooo so quero minha cama. Sinceramente...