CH3: Consumer Behavior at TU München

Flashcards and summaries for CH3: Consumer Behavior at the TU München

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Study with flashcards and summaries for the course CH3: Consumer Behavior at the TU München

Exemplary flashcards for CH3: Consumer Behavior at the TU München on StudySmarter:

Psychological Steps

Exemplary flashcards for CH3: Consumer Behavior at the TU München on StudySmarter:

influencing factors of exposure

Exemplary flashcards for CH3: Consumer Behavior at the TU München on StudySmarter:

Def. Exposure

Exemplary flashcards for CH3: Consumer Behavior at the TU München on StudySmarter:

Def. Marketing Stimuli

Exemplary flashcards for CH3: Consumer Behavior at the TU München on StudySmarter:

Def. Selective Exposure -> what to avoid?

Exemplary flashcards for CH3: Consumer Behavior at the TU München on StudySmarter:

Def. Attention

Exemplary flashcards for CH3: Consumer Behavior at the TU München on StudySmarter:

Characteristics of Attention

Exemplary flashcards for CH3: Consumer Behavior at the TU München on StudySmarter:

Types of Attention

Exemplary flashcards for CH3: Consumer Behavior at the TU München on StudySmarter:

Def. Preattentive Processing

Exemplary flashcards for CH3: Consumer Behavior at the TU München on StudySmarter:

Def. Habituation

Exemplary flashcards for CH3: Consumer Behavior at the TU München on StudySmarter:

characteristics of stimuli in order to be more attractive

Exemplary flashcards for CH3: Consumer Behavior at the TU München on StudySmarter:

Def. Prominent Stimuli

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Exemplary flashcards for CH3: Consumer Behavior at the TU München on StudySmarter:

CH3: Consumer Behavior

Psychological Steps
5 Exposure > Attention > Perception > Comprehension

CH3: Consumer Behavior

influencing factors of exposure
5 - position of an ad within medium - product distribution & shelf placement

CH3: Consumer Behavior

Def. Exposure
5 = process by which consumer comes in physical contact with stimuli

CH3: Consumer Behavior

Def. Marketing Stimuli
5 = stimuli which contains information about marketing, brand, price,

CH3: Consumer Behavior

Def. Selective Exposure -> what to avoid?
5 = consumer control their exposure to marketing stimuli - avoid ads that are not relevant - avoid ads previously seen - avoid stimuli that are distracting - avoid too much info

CH3: Consumer Behavior

Def. Attention
5 = amount of mental activity of a consumer towards a stimuli

CH3: Consumer Behavior

Characteristics of Attention
5 - limited - selective - can be divided

CH3: Consumer Behavior

Types of Attention
5 focal = focus on one stimulus nonfocal = being exposed to another stimulus

CH3: Consumer Behavior

Def. Preattentive Processing
5 = nonconcious processing of stimuli, as peripheral vision -> makes brand name, logo familiar, affects consideration, activates emotions

CH3: Consumer Behavior

Def. Habituation
5 = process by which stimulus looses its attention-getting abilities by virtue of familiarity

CH3: Consumer Behavior

characteristics of stimuli in order to be more attractive
5 - personally relevant - pleasant - surprising - easy to process

CH3: Consumer Behavior

Def. Prominent Stimuli
5 = stand out of a stimuli relatively to the environment due to their intensity (size, duration, movement)

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