Consumer Behavior and E-Commerce MKTG 417

Knowledge, Involvement, Attention and Comprehension Chapters 4-5 Eat Popcorn!

Environment Interpretation

(Attention & Comprehension)

New Knowledge Integrate Information

(To Form Attitudes, Intentions, and Choices Among Options)

Consumer Behavior Memory

(Stored Knowledge)

Attention How do marketers get our attention?

• • 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)

Play 

Are these ads effective?

If so, why?

Environment Interpretation

(Attention & Comprehension)

New Knowledge Integrate Information

(To Form Attitudes, Intentions, and Choices Among Options)

Consumer Behavior Memory

(Stored Knowledge)

Associative Network

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 Can We Process Information Beyond Conscious Awareness?

And can this impact consumers?

A Fascinating Study on PRIMING

James Vicary & Movie Theater Manipulation?

Drink Coke!

Eat Popcorn!

Karremans et al. (2006, JESP) Priming Method 500 milliseconds 23 milliseconds!

500 milliseconds 300 milliseconds XXXXX Lipton Ice XXXXX BBbBBB “Orienting Stimulus” Prior to Each Set of Bs “Lipton Ice” or “Npeic Tol” Prime “Orienting Stimulus” Prior to Each Set of Bs 5 trials: how many ‘b’?

25 total trials of B strings

XXXXX

Lipton Ice

XXXXX

BBbBBB

Karremans et al. (2006, JESP, Study 1) Priming Preference for Lipton Ice Tea

Karremans et al. – Study 2

“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?

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

Another Examples of Priming What’s With those Frog Wines?

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

Out of 8 Test Trials

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 Condition (controls vs. experimental) Processing Fluency Product Evaluation

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

Another Interesting Study Does Art Impact Perceptions of Luxury?

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

Product Evaluation: Mean = 4.47

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

Conclusion?

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