Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Chapter 8: Perception Introduction Attention now shifts from the different steps involved in purchase decision making to the processes that occur primarily within the individual. These are discussed in: Chapter 8 Perception Chapter 9 Learning and memory Chapter 10 Motivation, personality and emotion Chapter 11 Attitude and attitude change 8–18–1
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 8-2 Processes that occur primarily within the individual
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Chapter 8: Perception The nature of perception Different steps involved in information processing Which stimulus’ factors influence this process Which individual factors influence this process Which situational factors influence this process The way children process information Implications of perception for retail, brand and communication strategies 8–38–3
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney The nature of perception Exposure Attention Interpretation Memory – Short-term – Long-term 8–48–4
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 8-5 Information processing for consumer decision making
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Exposure Occurs when a stimulus comes within range of our sensory receptor nerves Deliberate exposure to stimuli – Consumers seek information that will help achieve certain goals immediate long-range Random exposure to stimuli 8–68–6
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Attention Occurs when stimulus activates one or more sensory receptor nerves and the resulting sensations go to the brain for processing Determined by: – Stimulus – Individual – Situation 8–78–7
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 8-8 Attention paid to prime-time TV ads
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Stimulus’ factors Size and intensity – Insertion frequency Colour and movement Position Isolation Format Contrast – Adaptation level theory Compressed messages Information quantity—information overload 8–98–9
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 8-10 The impact of advertisement size
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Attention (cont.) Individual factors – Interest – Need Situational factors – Involvement (see next two slides) Non-focused attention – Hemispheric lateralisation – Subliminal stimuli 8–11
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 8-12 Involvement and magazine advertising effectiveness
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 8-13 Involvement in a television program and advertising effectiveness
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 8-14 Determinants of interpretation
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Interpretation Cognitive interpretation – Process of adding meaning – From existing knowledge semantic meaning psychological meaning Affective interpretation – Processing and adding meaning by feeling 8–15
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 8-16 Affective interpretation used in an advertisement
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Interpretation (cont.) Individual characteristics – Learning – Expectations Situational characteristics – E.g. hunger, moods, temperature etc. – Proximity Stimulus’ characteristics – Semiotics Misinterpretation of marketing messages 8–17
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 8-18 Children’s information processing StageDescription 1. Sensorimotor intelligence (0-2 yrs) Primarily motor 2. Pre-operational thought (3-7yrs) Language and conceptual development 3. Concrete operations (8-11yrs) Logical thought applied 4. Formal operations (12-15yrs) Logical thought has been developed and can be applied
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Perception and marketing strategy Retail strategy Brand name and logo development Media strategy Advertisement and package design Warning labels and package designs 8–19
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Perception and marketing strategy (cont.) Perceptions of marketing messages and ethics – Ethics of the ads e.g. Heart tick can’t be used by all ‘healthy’ foods – Advertising aimed at children children can’t always distinguish between ads and programs more research required 8–20
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Retail strategy Store layout – Cold and hot zones – Traffic and islands Lighting and fitout Placement of products on shelves – Eye levels (for adults and for children!) – Number of facings to maximise visual impact 8–21
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Brand name and logo development Important for consumer and industrial products Creating a brand is a long and expensive process Brand names and logos require constant management and rejuvenation Take into account where the brand name/logo will be used – Is it easily transferable to a range of media? 8–22
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Media strategy Random approach – To reach where the target market may be Selective approach – To reach where the target market is – Focused media Advertisements – Utilise stimulus’ characteristics Package design 8–23
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 8-24 Simple, straight-forward advertisements can gain attention
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Advertising evaluation Exposure – Physically reach target market Attention – Attended to by the consumer Interpretation – Properly interpreted Memory – Stored, so it is retrieved under the proper circumstances 8–25
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Next lecture Chapter 9: Learning and Memory 8–26