Question

What is the context effect in consumer behavior? Broad expression!

Answer 1

A context effect can be seen as a dimension related to cognitive psychology which is used in order to express the effect of environmental elements on the perception of a stimulus by a certain individual. Context effect has a varied effect on the different aspects of our lives ranging from word recognition, memory, object recognition, learning capabilities and so on. This has a very intense effect on the marketing and consumer-related decisions from the instance, from many researchers it is shown that the level of comfort of the floor on which a customer stands has a indirect effect on his or her assessment of the quality of the product.

In context effect, the term exposure as a significant meaning which indicates the selective process which is experienced by a customer.

Exposure can be of two types.

Passive Exposure: This is when the customers are not willing to take any information. For instance, a customer listening to the advertisement for a product on the radio while driving.

Active Exposure: Voluntary exposure to information. This is when you choose something like ski lessons. This is when the customer is interested to receive the information. For instance when the customer wants to see the ads of Plasma TV as he wants to buy one