CHAPTER EIGHT

Perception
McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
 2 Information Processing for
Consumer Decision Making

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 3 The Nature of Perception

• 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
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 4 Consumer Insight 8-1
• 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?

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 5 Stimulus Factors

• 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

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 6 The Impact of Size
on Advertising Readership

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 7 Color and Size Impact on Attention

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 8 Stimulus Factors

• 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

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 9 Use of Isolation and Contrast

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 10 Individual Factors

• 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

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 11 Situational Factors

Program Involvement:

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 12 Involvement with a Magazine and
Advertising Effectiveness

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 13 Nonfocused Attention
• 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

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 14 Determinants of Interpretation

Individual
characteristics

Stimulus
Interpretation:
characteristics
Gestalt Cognitive
Affective

Situational
characteristics

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 15 Interpretation
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

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 16 Interpretation Characteristics

• Individual:
• Learning
• Expectations
• Situational:
• Contextual Priming
• Stimulus:
• Sensory Discrimination

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 17 Interpretation Extended…

• 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

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 18 Impact on Marketing Strategy

• Impact on Retailers
• Brand Name and Logo Development
• Effective Media Strategy
• Advertisement and Package Design
• Warning labels and Disclaimers
• Evaluating Advertising effectiveness
• Ethical Concerns

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 19 Logos Influence on Image

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 20 Group Exercise:
Discussion questions #37 & 38

• 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

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 21 Exposure to Magazines

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 22 Consumer Insight 8-2

• How does ambush marketing work?

• Ambush marketing does what harm, if

any?

• What ethical issues, if any, arise in

ambush marketing?

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