CHAPTER EIGHT Perception McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved. Information Processing for Consumer Decision Making 2 CHAPTER 8 The Nature of Perception 3 • Exposure: when a stimulus comes within range of our sensory receptor nerves • Random vs. Deliberate • Attention: when the stimulus activates one or more sensory receptor nerves and the resulting sensations go to the brain for processing • Low vs. High Involvement • Interpretation: the assignment of meaning to sensations • Low vs. High Involvement CHAPTER 8 Consumer Insight 8-1 4 • What ethical questions, if any, do you see in using product placement as a marketing tool? Are your feelings the same across all product categories? • Are there unique issues and perhaps rules that should govern product placements in movies targeting children? • How could a marketer determine how much to pay for a brand placement in a particular movie or television program episode? CHAPTER 8 Stimulus Factors 5 • Size and Intensity – influence the probability of paying attention • Color and Movement – serve to attract attention • Position – placement of the object in a person’s visual field CHAPTER 8 The Impact of Size on Advertising Readership 6 CHAPTER 8 Color and Size Impact on Attention 7 CHAPTER 8 Stimulus Factors 8 • Isolation – the separation of a stimulus object from other objects • Format – manner in which the message is presented • Contrast – the tendency to attend more closely to stimuli that contrast with their background CHAPTER 8 Use of Isolation and Contrast 9 CHAPTER 8 Individual Factors 10 • Interest – a reflection of overall lifestyle and the ability to attend to information • Need – reflection of long-term goals and plans and their short-term needs CHAPTER 8 Situational Factors 11 Program Involvement: CHAPTER 8 Involvement with a Magazine and Advertising Effectiveness 12 CHAPTER 8 Nonfocused Attention 13 • Hemispheric Lateralization – activity that takes place on each side of the brain • Subliminal Stimuli – a message that is presented so fast that one is not aware of seeing or hearing it CHAPTER 8 Determinants of Interpretation 14 Individual characteristics Stimulus characteristics Situational characteristics CHAPTER 8 Interpretation: Gestalt Cognitive Affective Interpretation 15 The assignment of meaning to sensations • Cognitive interpretation – process whereby stimuli are placed into existing categories of meaning • Affective interpretation – the emotional or feeling response triggered by a stimulus such as an ad CHAPTER 8 Interpretation Characteristics 16 • Individual: • Learning • Expectations • Situational: • Contextual Priming • Stimulus: • Sensory Discrimination CHAPTER 8 Interpretation Extended… 17 • Interpreting Images – What does this mean? • Consumer Inferences – the process by which consumers assign a value to an attribute or item not contained in an ad on the basis of other data in the ad CHAPTER 8 Impact on Marketing Strategy 18 • • • • • • • CHAPTER 8 Impact on Retailers Brand Name and Logo Development Effective Media Strategy Advertisement and Package Design Warning labels and Disclaimers Evaluating Advertising effectiveness Ethical Concerns Logos Influence on Image 19 CHAPTER 8 Group Exercise: Discussion questions #37 & 38 20 • Break into groups of three • Present your brand name and logos of the five items to the group • Have the group discuss their perceptions of your brand • Discuss differences in your intentions and perceptions CHAPTER 8 Exposure to Magazines 21 CHAPTER 8 Consumer Insight 8-2 22 • How does ambush marketing work? • Ambush marketing does what harm, if any? • What ethical issues, if any, arise in ambush marketing? CHAPTER 8