1. Chapter 8 Perception

2. Perception
Perception is the process by which an individual selects, organizes, and interprets the information he or she receives from the environment.
Perceptual defenses lead to:
Selective exposure
Selective Attention
Selective Interpretation
Selective Retention (Memory)

3. Information Processing for Consumer Decision Making
Exposure
Random Deliberate
Attention
Low High-
involvement involvement
Interpretation
Short-term Memory Long-term
Active problem Stored experiences, solving values, decisions, rules, feelings
Purchase and consumption decisions
Perception
The McGraw-Hill Companies, Inc., 1998

4. Selective Exposure
Most of the stimuli to which individuals are exposed are self-selected.
Non-exposure may be random or deliberate.
Selective exposure includes:
Zipping
Zapping
Muting

5. Selective Attention
Selective attention occurs when a consumer does or does not notice a marketing stimulus.
Stimulus factors influencing attention:
Size and intensity
Color and movement
Position and isolation
Format
Contrast
Information quantity

6. The Impact of Size on Advertising Readership*
One-page ads have almost twice the impact of fractional-page ads
Mean noted scores
Based on an analysis of 85,000 ads.
Source: Cahners Advertising Research Report 110.1B (Boston: Cahners Publishing, undated).

7. Color and Size Impact on Attention*
*Readership of a 1-page black-and-white ad was set at 100.
Source: “How Important is Color to an Ad?”Starch Tested Copy, February 1989, p.1.

8. Selective Attention Individual factors influencing attention:
Interest or need
Ability to attend to information
Situational factors influencing attention:
Environment itself
Program involvement
Non-focused Attention
Hemispheric lateralization
Subliminal stimuli

9. Involvement with a Magazine and Advertising Effectiveness
Source: Cahners Advertising Research Report (Boston: Cahners Publishing Co.).

10. Selective Interpretation
Interpretation is assigning meaning to stimuli.
Cognitive interpretation is the process of assigning meaning to stimuli based on existing categories.
Semantic meaning
Psychological meaning
Affective interpretation is the emotional response triggered by a stimulus.
Perceptual distortion occurs when a consumer assigns meaning that is congruent with his or her prior beliefs than it objectively is.

11. Selective Interpretation
Individual characteristics influencing interpretation:
Learning processes
Expectations
Situational characteristics influence interpretation.
Stimulus characteristics influence interpretation.
Semiotics is the study of how meaning is created, maintained, and altered.
Sensory discrimination is the ability of a person to distinguish between similar stimuli - Weber’s Law.

12. Perception & Marketing Strategy
Retail Strategy
Brand Name & Logo Development
Media Strategy
Advertisement & Package Design

13. Evaluation of Advertising
Measures of Exposure
Circulation and pass-along readership
People meters
Measures of Attention
Physiological measures
Recall and Recognition tests
Measures of Interpretation
Focus group tests

14. Carol reads the travel section of the newspaper every day
Carol reads the travel section of the newspaper every day. Dave, however, is not planning a trip so he skips the travel section. Dave has engaged in:
selective exposure
selective attention
selective interpretation
selective retention

15. A number of years ago, M&M/Mars successfully reduced the size of its candy bars by keeping the size change small. This was in response to rising costs and the firm’s desire not to raise the price of the candy bars. This illustrates which perceptual concept:
Zipping
Zapping
Hemispheric lateralization
Weber’s law
Semiotics