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MAR3503 Consumer Behavior UF Exam
1
consumer behavior
The totality of consumers' thoughts, feelings, and decisions about the consumption,
acquisition, and disposition of goofs, services, activities, and ideas
What does it mean to consume?
Why do people buy products?
people buy products to satisfy their needs
-the need or desire to make purchases and then disposes of the product
Where do we find consumer researchers and which fields contribute to the study of CB?
You'll find consumer researchers just about anywhere you find consumers. They work for
manufacturers, retailer, governments, colleges...
You find people training in a wide range of disciplines from psychophysiology to literature do
consumer research
What is the absolute threshold? How does it vary?
The minimum amount of simulation that a person can detect on a given sensory channel.
Can vary from person to person or by age ex. hearing
What is attention?
Attention is the extent to which processing activity is devoted to a particular stimulus.
Can depend on both the characteristic of the stimulus and the recipient (your mental state)
Name the individual factors and stimulus (source) factors that influence attention paid by
consumers.
Individual factors- Our previous experiences, our psychological state, and our physiological
state.
Stimulus factors- size, color, position, and novelty
What perceptual filters affect our attention?
Perceptual vigilance- we consciously or unconsciously attend to stimuli that relate to our
current needs
, Perceptual defense- people don't see what they don't want to see (if the stimuli is
threatening, we won't process it )
Adaptation- people no longer pay attention over time as the stimuli becomes too familiar
What is perception?
Perception is the process by which people select, organize, and interpret sensations
Based on:
Beliefs, Expectations, Familiarity, Experience, and Prior exposure
Sensations
refers to the immediate response of our sensory receptors (eyes, ears, nose, mouth, fingers,
skin) to basic stimuli such as light, color, sound, odor, and texture
What are the 3 stages of perception?
Exposure-Attention-Interpretation
How does our perception of taste work?
Taste is affected by other factors such as color or scent
Example: Haribo gummy bears
Tastes and smells- our perception of chemicals in the air or in our food. they are separate
senses with their own rector organs but intimately entwined
sensory marketing has become very important
because of the importance of multiple senses, companies think carefully about the impact of
sensations on product experiences.
Haribo gummy bear taste test
the impact of color on taste is something candy companies are definitely aware of and have
figured out that it is a way to save money
strawberry- green
raspberry- red
orange- orange
pineapple- colorless
lemon- yellow
Tastes and smells- our perception of chemicals in the air or in our food. they are separate
senses with their own rector organs but intimately entwined
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