Marketing 334
Consumer Behavior
Chapter 8
Perception
The Nature of Perception
Exposure
• Types of Exposure
– Selective Exposure
– Voluntary Exposure
Attention
• Determined by
three factors:
– Stimulus Factors
– Individual Factors
– Situational Factors
Attention
Stimulus Factors
 Size
 Intensity
 Attractive Visuals
 Color and Movement
 Position
 Isolation
 Format
 Contrast and Expectations
 Interestingness

Information Quantity
8-5
Attention
Stimulus Factors: A Closer Look
Color and Movement
Color and Size Impact 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.
Attention
Stimulus Factors: A Closer Look
Location
Location is the placement of
an object in physical space or
time.
Attention
Stimulus Factors: A Closer Look
Contrast and Expectations
Consumers pay more attention to
stimuli that contrast with their
background.
Adaptation level theory
This billboard ad provides contrast
for enhanced attention.
8-8
Pony
Courtesy Global Brand Marketing, Inc.
Oneida
Courtesy Fahlgren
Just for Me
Courtesy Pro-Line
Got Milk?
Courtesy National Fluid Milk Processor Promotion Board; agency Bozell Worldwide
Attention - Individual Factors
• Motivation
• Ability
Attention – Situational Factors
• Clutter
• Program
Involvement
Attention
Situational Factors: A Closer Look
Program involvement has
a positive influence on
attention (see graph).
Source: 1”Cahners Advertising Research Report 120.1 and 120.12 (Boston: Cahners Publishing, undated).
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
brain controls
activities related to
rational thought.
The right side of
the brain deals
with images and
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
Three aspects of interpretation:
1.
a relative process rather than absolute
•
perceptual relativity
2. subjective and open to psychological biases.
3. cognitive “thinking” process or an affective “emotional”
process.
Action Contre la Faim
Courtesy EURO RSCG Worldwide
Interpretation
Interpretation is determined by three Characteristics :
1.
Individual Characteristics
2.
Situational Characteristics
3.
Stimulus Characteristics
8-20
Interpretation
Individual Characteristics
8-21
Interpretation – Learning and Knowledge
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.
Color is used in the Wrigley’s ad to
mean “icy and cool.”
Interpretation - Expectations
Individual Characteristics
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
8-24
Applications in Consumer Behavior –
Stimulus Characteristics
Rhetorical figures
involve the use of
incongruity or artful
deviation in language
use.
Traits
Courtesy Srixon Sports: Agency: Fitzgerald & Co.
Interpretation – Consumer Inferences
 Quality Signals
 Interpreting Images
 Missing Information and Ethical Concerns
8-26
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