Chapter 8

CHAPTER 8:
PERCEPTION
CONSUMER BEHAVIOR – BUILDING MARKETING STRATEGY
LEARNING OBJECTIVE
1. Describe the nature of perception and its relationship to customer

memory and decisions
2. Explain exposure, the types of exposure, and the resulting marketing
implications
3. Explain attentions, the factors that affect it, and the resulting marketing
implications
4. Explain interpretation, the factors that affect it, and the resulting
marketing implications
5. Discuss how perception can enhance strategies for retailing, branding,
PRODUCT PLACEMENT
• https://www.youtube.com/watch?v=5f4RvL9G-Gk
What are reasons for the increase in product placements?
THE NATURE OF PERCEPTION
Exposure: when a stimulus
such as a banner ad comes
within range of a person’s
sensory receptor nerves—vision
Attention: occurs when the
stimulus (banner ad) is “seen”
(the receptor nerves pass the
sensations on to the brain for
processing)
Interpretation: is the
assignment of meaning to the
received sensations.
Memory: is the short-term use
of the meaning for immediate
decision making or the longer-
term retention of the meaning.
EXPOSURE
Types of Exposure
• Selective Exposure
• Voluntary Exposure
ATTENTION
Determined by three factors:

• Stimulus Factors
• Individual Factors
• Situational Factors
STIMULUS FACTORS
 Size
 Intensity
 Attractive Visuals
 Color and Movement
 Position
 Isolation
 Format
 Contrast and Expectations
 Interestingness
 Information Quantity
SIZE
INTENSITY
Stimulus Factors: A Closer Look
Color and Size Impact

Color and Movement on Attention1
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.
POSITION
Location
Location is the
placement of an object
in physical space or
time.
ISOLATION
This M&M’s print ad

makes effective use
of isolation to
capture and hold
attention
CONTRAST AND EXPECTATIONS
Consumers pay more attention to

stimuli that contrast with their
background than to stimuli that blend
with it
Adaptation level theory

INDIVIDUAL FACTORS
• Motivation is a drive state created by consumer interests and need
• Ability refers to the capacity of individuals to attend to and process
information. Ability is related to knowledge and familiarity with the
product, brand, or promotion
Smart
banne
r ads
ATTENTION – SITUATIONAL FACTORS
• Clutter
• Program
Involvement
Attention – Hemispheric Lateralization
Non-focused Attention
Hemispheric Lateralization refers to activities that take
place on each side of the brain.
The left side of the The right side of

brain controls the brain deals
activities related to with images and
rational thought. impressions.
Attention – Subliminal Stimuli
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.
8-17
Interpretation
Interpretation is determined by three
Characteristics :
1. Individual Characteristics
2. Situational Characteristics
3. Stimulus Characteristics
8-18
Interpretation
Individual Characteristics
Traits
Physiological and psychological
traits drive our needs and
desires. These traits influence
how a stimulus is interpreted.
Psychologically
Physiologically Consumers have natural
Consumers differ in their cognitive, emotional, and
sensitivity to stimuli, e.g., taste. behavioral predispositions, e.g.,
affect intensity.
8-19
Interpretation – Learning and Knowledge
Learning and Knowledge

The meanings attached to
such “natural” things as time,
space, relationships, and
colors are learned and vary
widely across cultures.
Colors often have learned

associations that are used in ads
Interpretation - Expectations
Expectations
Interpretations tend to be consistent
with expectations, an effect referred
to as the expectation bias.
Brands create expectations and

can thus bias perceptions.
Interpretation
Stimulus Characteristics
 Traits
 Organization
 Proximity
 Closure
 Figure-Ground
 Changes
 Sensory Discrimination
 JND
8-22
Applications in Consumer Behavior –
Stimulus Characteristics
Traits
Rhetorical figures
involve the use of
incongruity or artful
deviation in language
use.
Courtesy Srixon Sports: Agency: Fitzgerald & Co.

Interpretation – Consumer Inferences
 Quality Signals
 Interpreting Images
 Missing Information and Ethical Concerns
8-24
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
Old logo New logo
DISCUSSION QUESTIONS
• Given that smoking scenes in movies increase the positive image and
intention to smoke among youth, what regulations, if any, should apply
to this?
• Develop a brand name for (a) a voice-activated wireless speaker, (b) a
sports apparel store, (c) an Internet grocery shopping service, (d) a
mobile app, or (e) a pet-walking service. Justify your name.
• Develop a logo for (a) a voice-activated wireless speaker, (b) a sports
apparel store, (c) an Internet grocery shopping service, (d) a mobile
app, or (e) a pet-walking service. Justify your design

Chapter 8

Uploaded by

Copyright:

Available Formats

Chapter 8

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Chapter 8

Uploaded by

Copyright:

Available Formats

CHAPTER 8:

1. Describe the nature of perception and its relationship to customer

Determined by three factors:

Color and Size Impact

This M&M’s print ad

Consumers pay more attention to

Adaptation level theory

The left side of the The right side of

Learning and Knowledge

Colors often have learned

Brands create expectations and

Courtesy Srixon Sports: Agency: Fitzgerald & Co.

You might also like

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.