1. 8
CHAPTER
PERCEPTION
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2. Consumer Behavior In The News…
The death of advertising… or is it?
Fragmented media and uninterested consumers make for a tough advertising environment.
How will advertisers survive?
Source: “Advertising Of, By, And For the People,” Business Week, July 25, 2005, p. 63/4.
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3. Consumer Behavior In The News…
The death of advertising… or is it?
How will advertisers survive?
New media (video games, cell phones) – yes!
Incentives for viewing ads – absolutely!
Letting consumers create ads – WHAT?
Converse sneakers solicited “60-second films”
Films created by “brand fans”
Buzz increased web site traffic by 40%!
Source: “Advertising Of, By, And For the People,” Business Week, July 25, 2005, p. 63/4.
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4. The Nature of Perception
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5. Exposure Types of Exposure Selective Exposure Voluntary Exposure
The highly selective nature of consumer exposure is a major concern for marketers, since failure to gain exposure results in lost communication and sales opportunities.
Voluntary Exposure
Although consumers often avoid commercials and other marketing stimuli, sometimes they actively seek them out for various reasons including purchase goals, entertainment, and information.
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6. Attention Attention is determined by three factors: Stimulus Factors
Are physical characteristics of the stimulus itself
Individual Factors
Are characteristics which distinguish one individual from another
Situational Factors
Include stimuli in the environment other than the focal stimulus and temporary characteristics of the individual that are induced by the environment
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7. Attention Stimulus Factors Size Intensity Attractive Visuals
Color and Movement
Position
Isolation
Format
Contrast and Expectations
Interestingness
Information Quantity
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8. Color and Size Impact on Attention1
Stimulus Factors: A Closer Look
Color and Size Impact on Attention1
Color and Movement
Color and movement attract attention.
A brightly colored package or display is more likely to received attention.
Color and movement are also important in ads.
Source: 1”How Important is Color to an Ad?” Starch Tested Copy. February 1989, p.1. Roper Starch Worldwide, Inc.
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9. End-caps provide a way to capture the shopper’s attention
Stimulus Factors: A Closer Look
Position
Position is the placement of an object in physical space or time.
In retail stores, items that are easy to find or stand out are more likely to attract attention, such as end-caps and kiosks.
High impact zones in print ads in the U.S. tend to be toward the top left portion of the ad.
End-caps provide a way to capture the shopper’s attention
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10. Contrast and Expectations
Attention
Stimulus Factors: A Closer Look
Contrast and Expectations
Consumers pay more attention to stimuli that contrast with their background.
Expectations drive perceptions of contrast. Ads that differ from expectations for a product category often motivate more attention.
Adaptation level theory suggests that if a stimulus doesn’t change over time we habituate to it and begin to notice it less. .
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11. Attention
Individual Factors
Motivation
Ability
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12. Attention
Situational Factors
Clutter
Program Involvement
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13. Situational Factors: A Closer Look
Attention
Situational Factors: A Closer Look
Program Involvement
Program involvement refers to interest in the program or editorial content surrounding the ads.
Program involvement has a positive influence on attention (see graph).
Source: 1”Cahners Advertising Research Report and (Boston: Cahners Publishing, undated).
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14. Attention Nonfocused Attention Hemispheric lateralization
Subliminal Stimuli
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15. Attention Nonfocused Attention
Hemispheric Lateralization refers to activities that take place on each side of the brain.
The right side of the brain deals with images and impressions.
The left side of the brain controls activities related to rational thought.
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16. Attention Nonfocused Attention
Subliminal Stimuli
A message presented so fast, softly or masked by other messages that one is not aware of seeing or hearing it is call a subliminal stimulus.
A subliminal ad “hides” key persuasive information within the ad by making it so weak that it is difficult or impossible for someone to physically detect.
Subliminal advertising has been the focus of intense study and public concern.
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17. Interpretation Three aspects of interpretation:
It is generally a relative process rather than absolute, referred to as perceptual relativity.
It tends to be subjective and open to a host of psychological biases.
It can be a cognitive “thinking” process or an affective “emotional” process.
Cognitive interpretation is a process whereby stimuli are placed into existing categories of meaning.
Affective interpretation is the emotional or feeling response triggered by a stimulus such as an ad.
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18. Interpretation Individual Characteristics Situational Characteristics
Interpretation is determined by three Characteristics :
Individual Characteristics
Situational Characteristics
Stimulus Characteristics
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19. Individual Characteristics
Interpretation
Individual Characteristics
Traits
Learning and Knowledge
Expectations
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20. Interpretation
Individual Characteristics
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21. Learning and Knowledge
Interpretation
Individual Characteristics
Learning and Knowledge
The meanings attached to such “natural” things as time, space, relationships, and colors are learned and vary widely across cultures.
Consumers also learn about marketer-created stimuli like brands and promotions through their experiences with them.
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22. Interpretation Individual Characteristics Expectations
Interpretations tend to be consistent with expectations, an effect referred to as the expectation bias.
Consumers often evaluate the performance of a well-known brand as higher than that of an identical product with an unknown brand name.
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23. Situational Characteristics
Interpretation
Situational Characteristics
The situation provides a context within which the focal stimulus is interpreted.
The Contextual cues present in the situation play a role in consumer interpretation independent of the actual stimulus.
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24. Stimulus Characteristics
Interpretation
Stimulus Characteristics
Traits
Organization
Proximity
Closure
Figure-Ground
Changes
Sensory Discrimination
JND
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25. Applications in Consumer Behavior
Stimulus Characteristics: A Closer Look
Traits
Rhetorical figures involve the use of incongruity or artful deviation in language use.
Srixon uses rhetorical language to influence perception.
Is Srixon LITERALLY “fire in the hole”?
Courtesy Srixon Sports: Agency: Fitzgerald & Co.
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26. Interpretation Consumer Inferences Quality Signals Interpreting Images
Missing Information and Ethical Concerns
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27. Perception and Marketing Strategy
Retail Strategy
Brand Name and Logo Development
Linguistic Consideration
Branding Strategies
Logo Design and Typographics
Media Strategy
Advertisements
Package Design and Labeling
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