Psychology of Marketing & Advertising (Fach) / 2. How consumers acquire and process information from advertising (Lektion)

<3

Diese Lektion wurde von Janaw55 erstellt.

Lektion lernen

Diese Lektion ist leider nicht zum lernen freigegeben.

zurück  |  weiter 2 / 2

• Hedonic fluency is sometimes used as information to evaluate a stimulus Ja
• Two types of hedonic fluency – Perceptual fluency • How easily physical features are processed – Conceptual fluency • How easily semantic meaning is processed 
• Familiarity contributes to fluency Ja
• Familiarity generates a misattribution of positive feelings to the ad or brand and favorable consumer responses Ja
• Stimuli encountered before (even incidentally) have been encoded and represented in memory. Once encountered again, they are processed more easily Ja
• Hedonic fluency direction Can be directed outward – Towards ads and brands represented in the environment  • Exposure to two ads (a prime and a target) • Consumer goals: compatible or conflicting  Can be directed inward – Towards information already stored in memory  • The question-behavior effect
• Market research could always increase purchase rates False -> Market research could increase purchase rates unless the initial attitude is negative 
• However, the effect should increase if consumers realize that persuasion is the goal False -> However, the effect should disappear if consumers realize that persuasion is the goal 
• The question-behavior effect Asking people about behavioral intentions increases likelihood of performing behavior • Voting, Risky Behaviour, Enviromentally friendly products
• If goals of prime and target ads are compatible, the target ad is evaluated more negatively False -> If goals of prime and target ads are compatible, the target ad is evaluated more positively  • Why? Goal activated by the prime ad increases ease of processing of target ad 
• Preattentive processing is more likely to result in storage of information in explicit memory. False -> Preattentive processing is more likely to result in storage of information in implicit memory. 
• The matching activation hypothesis assumes that when one hemisphere is activated by information accommodating the processing style of this particular hemisphere, the other hemisphere becomes inactive. False
• Hedonic fluency can account for the positive effects of preattentive processing on brand evaluations. Ja
• Storage of information in implicit memory happens due to awareness False -> without awareness
• Semantic analysis generates a memory trace False -> Feature analysis generates a memory trace
• The memory trace in feature analysis only hold physical attributes, not the meaning of the product True
• Hedonic fluency has an intermediate rule True
• Hedonic fluency is sometimes used as information to process stimulus True
• Consumer goals determine how well Hedonic fluency is directed inwards False -> directed outwards
• If consumer goals of prime and target ad are compatible, the stimulus is processed more easily due to hedonic fluency True
• Due to perceptual fluency people might misattribute positive feelings towards ad False -> due to conceptual fluency
• market research should increase purchase rates True
• Focal attention deals with short term memory and short term attention True
• The Location in visual fields determines how our brain decides True

zurück  |  weiter 2 / 2