perform behaviors that produce positive outcome and avoid behaviors that produce negative (piegeon picking up green ball to get treat. Like teaching pigeons if u peck on wood u get treat, if u drop ball u get feather plucledearn to preform behaviors bc of rewarding and punishment linked to. Responses in classical conditioning are involuntary but instrumental we make decisions deliberately to obtain a goal. LAka operant conditioning: When we learn to perform behaviors that produce positive outcomes and avoid those that yueld negative outcomes. BUT u cant make ppl do something they don't want, hard to make subliminal for everyone (everyone has diff thresholds, must b paying attention, must b right distance, can only prime word or two, can increase general drives like thirst but not specific product or brand) it does aid recognition, can increase liking, can affect judgements of ambiguous behaviors or ppl (like priming ppl w adjectives), can affect reactions to situations (happy vs unhappy faces and computer crash). doesn't work too well.Ppl have diff threshold levels, ppl with high thresholds wouldnt notice at all if ts tryina b lowkey for low threshold ppl, ppl are dstracted normally looking at diff screens, stimulus is affected by basic drive, position lke hoq far from screens are different. stimulus below the level of consumers awareness. subliminal perception marketers tryna b lowkey and influence. We more sure ab what we perceive when we touch it (bad for online sellers).Īctivation of sensory receptors by stimuli presented below the perceptual threshold so they're perceived unconsciously. Haptic touch: moderate relantonship between product experience and judgment confidence. Touch:touchng producrt encourages consumers to imagine owning it: endowment effect. Music/sounds also affect pp feeling and behavior. We're more attractive and respondent and tend to remember/notice more after we smell product too, or f brands have scent. Odors stiire emotons, cause feelings, connected 2 memory. Company 'trade dress' has to do w colors associated to them. Culture, age, gender and other things affect responsiveness to color. Blue, green, yellow orange recomeded for postivitiy but yellow green and red hues that are intense avoid bc stress. vivid or dark stores not advised, arouslal can cause stress. More consumers appreciate colors in the shop, longer they'll linger, more money they'll spend. color affects our thoughts and feelings and our consumption behavior. Ads against blue background better than red. Some colors (mostly red) create feelings of arousal and stimulate appetite.others lke blue create relacing feelings.
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