PERCEPTION

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PERCEPTION

• Perception is subjectiveapproximation of reality
• More information is available than can be
  processed
• Perceptual guards

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Alteration of Images for Optimal Perceived
Stimulus
Photoshop manipulation enhancing eyes
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e/paintshoppro/eyeenhancement.asp?pg1
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Information Processing for Consumer Decision
Making
EXPOSURE Random______________Deliberate
ATTENTION Low involvementHigh Involvement
PERCEPTION
Text, p. 278
INTERPRETATION Low involvementHigh Involvement
MEMORY Short term____________Long Term
PURCHASE /CONSUMPTION DECISIONS
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Exposure, Attention, and Perception

• What is necessary to reach consumers?
• Exposure (e.g., consumer must see your billboard)
• Attention (e.g., consumer must look at ad
  message)
• Perception (e.g., consumer must take in message)

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The Senses

• Vision
• Influence of colors
• Priority of attention
• Smell
• Strong affective impact associations in memory
• Hearing
• Priority of attention
• Habituation

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More Senses

• Touch
• Affective impact
• Taste
• Acquired tastes
• Influence of smell

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Definition

• Exposure the process by which the consumer
  comes in physical contact with a stimulus.

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Sensing Change(Perceptual Thresholds)

• Downsizing of products
• Reducing alcohol content of beverages
• Webers Lawlarger change is needed in a strong
  stimulus before it can be detected

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Subliminal Perception A Diabolical Marketing
Tool?

• Subliminal messages in ads are illegal in U.S.
• Some research support for modest effects

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How Do You Gain Exposure?

• Research target group habits
• Hidden product placements
• Computer screen savers
• Point-of-purchase displays

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Selective Exposure

• How much attention are you likely to give to the
  following advertising encounters?
• radio ad while driving
• ad in newspaper or magazine
• freeway billboard
• direct mail appeal

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How Can We Increase Consumers Exposure?

• Roadblocking--you can run, but you cant hide!
• Repetition
• Wide presence

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Properties of Attention

• Selective
• Capable of being divided
• Limited

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Some Determinants of Attention Given to Stimuli

• Self-relevance
• Movement (animation)
• Position
• Isolation
• Format
• Pleasantness
• Surprisingness
• Contrast
• Information quality
• Interestingness
• Ease of processing

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Color, Movement, and Position

• Color
• Brighter colors are likely to get more attention
• Preference for color
• Movement
• Attention to moving object is evolutionarily
  adaptive

• Position
• Placement relative to the viewers visual field
• Objects closer to center are more likely to be
  seen
• Eye level shelf space is preferred
• Right hand ads tend to receive more attention
  than those at left
• Gaze Motion Theory

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Isolation and Format

• Isolation
• Fewer competing stimuli
• Use of white space

• Format
• The way a message is organized
• Simpler layouts tend to get more attention (less
  effort required)

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Contrast/Expectations

• More attention given to a stimulus which does not
  blend in to the background
• Stimuli with unexpected content tend to receive
  more attention (prioritized as potentially
  important information)
• Adaptation Level Theorystimuli will eventually
  be less unexpected based on prior experience

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Interestingness and Info Quantity

• Interestingness
• Interest motivates allocation of attention
• Intense competition for interest

• Info Quantity
• Information overload
• Difficult to cope with excessive information
• Better organized information is more useful

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Self-Relevance

• Needs, values, and goals
• Similarity of source
• Dramas
• Rhetorical questions

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Pleasantness of Stimuli

• Attractive visuals
• Music
• Humor

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Surprisingness of Stimuli

• Novelty
• Unexpectedness

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Ease of Processing

• Prominence
• Concreteness
• Contrast

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Interpretation

• Meanings assigned to stimuli
• Often highly culturally influenced based on
  expectations
• Cognitive interpretation and categorization
• Categories as a way to simplify the world
• Social/linguistic categories
• Ad hoc categories
• Prototypes and perfect examplars
• Superordinate (e.g., furniture), basic (e.g.,
  chair), and subordinate (e.g., office chair).

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Perception and Marketing Strategy

• Retail
• Allocation of retail shelf space
• High volume items
• Category allotment
• Point-of-purchase displays
• Brand name/logo development
• Brand associations
• Visual images

• Media strategy
• Product category vs. involvement
• Advertisements and Package Design
• Use of humorattention to the humor vs. the
  product

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Advertising Evaluation

• Exposure
• People meters
• Web site visits/hits
• Click-through rates
• Attention
• Day after recall
• Starch scores based on attention given to
  advertising parts
• Noted
• Seen-associated
• Read most

• Interpretation
• Focus groups
• Projective research
• Memory
• Brand awareness levels

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Ambush Marketing

• Attempt to associate brand with a non-owned
  entity
• E.g.,
• Advertising for the use of one brand of film at
  the Olympics when another brand is the official
  sponsor
• Sponsoring a small part of the event
• Advertising during the event