Dr. Jill Novak, University of Phoenix, Texas A&M University<\/p>\n
This content is about consumer behavior, internal influences – emotion and perception. <\/p>\n
Emotion is difficult to define, and even more difficult to predict. However, they are important to marketers because consumers tend to react to marketing messages and make purchases based on feelings and emotions. Emotion can be used to create product benefits. Such as with Tide detergent and Cheerios cereal; their commercials feature families having wonderful moments together, that couldn’t have happened without those products.<\/p>\n
Perception is the process by which people select, organize, and interpret information. Perception has four major steps:<\/p>\n
1. Exposure – When a stimulus (like a billboard) comes within range of your senses (vision)<\/p>\n
2. Attention – Determined by the individual and the situation; Nerves pass the information onto the brain for processing<\/p>\n
3. Interpretation – when marketing messages are assigned meaning<\/p>\n
4. Memory<\/p>\n
1. Exposure<\/p>\n
Must physically reach the consumer<\/em><\/p>\n 2. Attention<\/p>\n The consumer must attend to it<\/em><\/p>\n 3. Interpretation<\/p>\n It must be properly interpreted<\/em><\/p>\n 4. Memory<\/p>\n Must be stored in memory that will allow retrieval<\/em><\/p>\n Emotion in advertising enhances attention, attraction, and is processed more thoroughly by the consumer and may be remembered better.<\/p>\n These are the elements of the relationship between emotion and understanding:<\/p>\n The Six Living Generations In America<\/a><\/p>\n Internal Influences \u2013 Personality<\/a><\/p>\n Internal Influences \u2013 Motivation<\/a><\/p>\n Internal Influences \u2013 Memory<\/a><\/p>\n Internal Influences \u2013 Lifestyle and Attitude<\/a><\/p>\n\n