소비자행동론 주요개념
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소비자행동론, 중앙대학교, 이지은교수님, 주요개념, 정리
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소비자행동론, 중앙대학교, 이지은교수님, 주요개념, 정리
Exposure
1. Selective Exposure
2. Voluntary Exposure
Sensory Thresholds
1. Absolute threshold
2. Differential threshold-j.n.d
Subliminal perception:
-occurs when stimulus is below the level of the consumer’s awareness.
-Rumors of subliminal advertising are rampant— though there’s little proof that it occurs.
-Most researchers believe that subliminal techniques are not of much use in marketing.
Subliminal techniques
-Embeds: figures that are inserted into magazine advertising by using high-speed photography or airbrushing.
-Subliminal auditory perception: sounds, music, or voice text inserted into advertising.
Attention
-Stimulus Factors(Size,Intensity,Attractive Visuals,Color and Movement, Position, Isolation, Format, Contrast and Expectations, Interestingness)
-Individual Factors(Motivation, Ability)
-Situational Factors(Clutter, Program Involvement)
Personal Selection
-Perceptual vigilance
-Perceptual defense
-Adaptation(Intensity,Duration,Discrimination,Exposure,Relevance)
Interpretation three Characteristics
-Individual Characteristics
-Situational Characteristics
-Stimulus Characteristics
참고 자료
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