Perception

Nature of Perception Information Processing Information Processing Three components Three components Exposure Exposure Attention Attention Interpretation Interpretation Perceptual Defenses Perceptual Defenses

Exposure Self-selection Self-selection Zipping Zipping Zapping Zapping Muting Muting Infomercials Infomercials Banner ads Banner ads Voluntary v. Involuntary Exposure Voluntary v. Involuntary Exposure

Attention Definition Definition Three Components Three Components Stimulus Stimulus Individual Individual Situation Situation

Attention- Stimulus Factors Size & Intensity Size & Intensity Insertion Frequency Insertion Frequency Intensity Intensity Color & Movement Color & Movement Position Position Isolation Isolation Format Format Contrast/ Expectations Contrast/ Expectations Interestingness Interestingness Information Quality Information Quality Information Overload Information Overload

Attention- Individual Factors Interest Interest Needs Ability Needs Ability

Attention- Situational Factors & Nonfocused Attention Situational Factors Situational Factors Program involvement Program involvement Nonfocused Attention Nonfocused Attention Hemispheric lateralization Hemispheric lateralization Left side Left side Right side Right side Subliminal messages Subliminal messages

Interpretation Definition Definition Cognitive Interpretation Cognitive Interpretation Semantic v. Psychological Semantic v. Psychological Affective Interpretation Affective Interpretation

Interpretation Individual Characteristics Individual Characteristics Learning Learning Expectations Expectations Situational Characteristics Situational Characteristics Contextual Priming Effects Contextual Priming Effects

Interpretation Stimulus Characteristics Stimulus Characteristics Learned response Learned response Sensory discrimination Sensory discrimination Just noticeable difference Just noticeable difference Interpreting images Interpreting images Understanding Understanding Proximity principle Proximity principle Consumer inferences Consumer inferences Data and attributes Data and attributes

Perception & Marketing Strategies Retail Strategy Retail Strategy Brand Name & Logo Development Brand Name & Logo Development Cobranding Cobranding Media Strategy Media Strategy High involvement High involvement Low involvement Low involvement Advertisements & Package Design Advertisements & Package Design If interested… If interested… If uninterested… If uninterested… Problems Problems

Perception & Marketing Strategy Developing Warning Labels Developing Warning Labels Advertising Evaluation Advertising Evaluation Exposure Measures Exposure Measures Attention Measures Attention Measures Interpretation Measures Interpretation Measures Perception & Ethics Perception & Ethics