Marketing 334 Consumer Behavior

1. Marketing 334Consumer Behavior Chapter 8 Perception

2. The Nature of Perception

3. Exposure • Types of Exposure • Selective Exposure • Voluntary Exposure

4. Attention • Determined by three factors: • Stimulus Factors • Individual Factors • Situational Factors

5. Attention Stimulus Factors • Size • Intensity • Attractive Visuals • Color and Movement • Position • Isolation • Format • Contrast and Expectations • Interestingness • Information Quantity 8-5

6. Attention Stimulus Factors: A Closer Look Color and Size Impact on Attention1 Color and Movement 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.

7. Attention Stimulus Factors: A Closer Look Location Location is the placement of an object in physical space or time.

8. 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

9. Pony Courtesy Global Brand Marketing, Inc.

10. Oneida Courtesy Fahlgren

11. Just for Me Courtesy Pro-Line

12. Got Milk? Courtesy National Fluid Milk Processor Promotion Board; agency Bozell Worldwide

13. Attention - Individual Factors • Motivation • Ability

14. Attention – Situational Factors • Clutter • Program Involvement

15. 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).

16. The right side of the brain deals with images and impressions. The left side of the brain controls activities related to rational thought. Attention – Hemispheric Lateralization Non-focused Attention Hemispheric Lateralization refers to activities that take place on each side of the brain.

17. 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

18. Interpretation Three aspects of interpretation: • a relative process rather than absolute • perceptual relativity • subjective and open to psychological biases. • 3. cognitive “thinking” process or an affective “emotional” process.

19. Action Contre la Faim Courtesy EURO RSCG Worldwide

20. Interpretation Interpretation is determined by three Characteristics : • Individual Characteristics • Situational Characteristics • Stimulus Characteristics 8-20

21. Interpretation Individual Characteristics 8-21

22. 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.”

23. 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.

24. Interpretation Stimulus Characteristics • Traits • Organization • Proximity • Closure • Figure-Ground • Changes • Sensory Discrimination • JND 8-24

25. 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.

26. Interpretation – Consumer Inferences • Quality Signals • Interpreting Images • Missing Information and Ethical Concerns 8-26

27. 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