影响注意的刺激因素.ppt

通路陳列促銷活動 影響注意的刺激因素 位置 (Location) 主力商品放在走道盡頭，或將貨架上之物品放在眼睛看得到之高度。 雜誌：首頁＞末頁；右頁＞左頁；封面、封底及其內頁均較引人注意。（∵消費者翻閱的習慣） 報紙：第一版、最後一版、外報頭以及內報頭。 方向性 (Direction) 移動 (Motion) 隔離 (Isolation) → 孤島廣告 (Island Ad) 新奇 (Novelty), e.g. Araldite adhesive. Ad Examples of Direction and Motion 影響注意的刺激因素 學習引起注意的刺激 電話鈴聲、火車氣笛聲或門鈴聲常用於收音機和電視廣告的背景以獲取注意。 吸引人的代言人 (Attractive Spokesperson) 背景轉換 (Scene Changes) 透過背景快速的變動，來增加大腦的活動力。 Note：快速的廣告較步調慢的廣告不易被記憶及不具說服力。 Learning Learning describes changes in an individual’s behavior arising from experience. Classical Conditioning Operant Conditioning Methods Reinforcement schedules Cognitive Learning Rehearsal and Elaboration Operant Conditioning Methods Name Operation Performed after Behavior Effects Positive reinforcement Present positive consequences Increases the prob. of behavior Negative reinforcement Remove aversive consequences Increases the prob. of behavior Extinction Neutral consequences occur Decreases the prob. of behavior Punishment Present aversive consequence Decreases the prob. of behavior Reinforcement Schedules Three types of schedule Continuous reinforcement schedule Fixed ratio reinforcement schedule Variable ratio reinforcement schedule For approximately one-third the cost of the continuous schedule, the same amount of behavior was sustained. Beliefs and Attitudes A belief is a descriptive thought that a person has about something. Attitudes describe a person’s relatively consistent evaluation, feelings, and tendencies toward an object or idea. E.g. National Milk Processors Education Program – 01, 02, 03. Adopter Categorization on the Basis of Relative Time of Adoption of Innovations Characteristics of Innovators Relatively younger, better educated, higher income. More receptive to unfamiliar things, rely more on their own values and judgment, more willing to take risk Less brand-loyal, more likely to take advantage of special promotions such as discounts, coupons, and samples. Forrester Research Inc. Influence of Product Characteristic