Questerneal5e ch08

Chapter 8: Perception
Introduction
Attention now shifts from the different steps
involved in purchase decision making to the processes that occur primarily within the individual. These are discussed in: Chapter 8 Perception Chapter 9 Learning and memory Chapter 10 Motivation, personality and emotion Chapter 11 Attitude and attitude change
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney
81
Processes that occur primarily within the individual
8-2
Chapter 8: Perception
The nature of perception Different steps involved in information processing Which stimulus factors influence this process Which individual factors influence this process Which situational factors influence this process The way children process information Implications of perception for retail, brand and
communication strategies
83
The nature of perception

Exposure Attention Interpretation Memory

Short-term Long-term
84
Information processing for consumer decision making
8-5
Exposure
Occurs when a stimulus comes within range of our
sensory receptor nerves Deliberate exposure to stimuli
Consumers seek information that will help achieve certain goals

immediate long-range
Random exposure to stimuli
86
Attention
Occurs when stimulus activates one or more
sensory receptor nerves and the resulting sensations go to the brain for processing Determined by:

Stimulus Individual Situation
87
Attention paid to prime-time TV ads
8-8
Stimulus factors
Size and intensity
Insertion frequency
Colour and movement Position Isolation Format Contrast
Adaptation level theory
Compressed messages Information quantityinformation overload

89
The impact of advertisement size
8-10
Attention (cont.)
Individual factors

Interest Need Involvement (see next two slides) Hemispheric lateralisation Subliminal stimuli
Situational factors
Non-focused attention

811
Involvement and magazine advertising effectiveness
8-12
Involvement in a television program and advertising effectiveness
8-13
Determinants of interpretation
8-14
Interpretation
Cognitive interpretation

Process of adding meaning From existing knowledge

semantic meaning psychological meaning
Affective interpretation
Processing and adding meaning by feeling
815
Affective interpretation used in an advertisement
8-16
Interpretation (cont.)
Individual characteristics

Learning Expectations E.g. hunger, moods, temperature etc. Proximity Semiotics
Situational characteristics

Stimulus characteristics
Misinterpretation of marketing messages
817
Childrens information processing

Stage Description
1. Sensorimotor intelligence Primarily motor (0-2 yrs) 2. Pre-operational thought Language and conceptual development (3-7yrs) 3. Concrete operations (8-11yrs) 4. Formal operations (12-15yrs) Logical thought applied Logical thought has been developed and can be applied
8-18
Perception and marketing strategy

Retail strategy Brand name and logo development Media strategy Advertisement and package design Warning labels and package designs
819
Perception and marketing strategy

(cont.)
Perceptions of marketing messages and ethics
Ethics of the ads e.g. Heart tick cant be used by all healthy foods Advertising aimed at children children cant always distinguish between ads and programs more research required
820
Retail strategy
Store layout

Cold and hot zones Traffic and islands
Lighting and fitout Placement of products on shelves

Eye levels (for adults and for children!) Number of facings to maximise visual impact
821
Brand name and logo development

Important for consumer and industrial products Creating a brand is a long and expensive process Brand names and logos require constant
management and rejuvenation Take into account where the brand name/logo will be used
Is it easily transferable to a range of media?
822
Media strategy
Random approach
To reach where the target market may be To reach where the target market is Focused media Utilise stimulus characteristics
Selective approach

Advertisements
Package design
823
Simple, straight-forward advertisements can gain attention
8-24
Advertising evaluation
Exposure
Physically reach target market Attended to by the consumer Properly interpreted Stored, so it is retrieved under the proper circumstances
Attention
Interpretation
Memory
825
Next lecture Chapter 9: Learning and Memory
826

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Chapter 8: Perception

Processes that occur primarily within the individual

The nature of perception

Information processing for consumer decision making

sensory receptor nerves Deliberate exposure to stimuli

Consumers seek information that will help achieve certain goals

Random exposure to stimuli

Stimulus Individual Situation

Attention paid to prime-time TV ads

Colour and movement Position Isolation Format Contrast

Adaptation level theory

Compressed messages Information quantityinformation overload

The impact of advertisement size

Involvement and magazine advertising effectiveness

Involvement in a television program and advertising effectiveness

Process of adding meaning From existing knowledge

semantic meaning psychological meaning

Processing and adding meaning by feeling

Affective interpretation used in an advertisement

Learning Expectations E.g. hunger, moods, temperature etc. Proximity Semiotics

Misinterpretation of marketing messages

Childrens information processing

Perception and marketing strategy

Perception and marketing strategy

Cold and hot zones Traffic and islands

Lighting and fitout Placement of products on shelves

Brand name and logo development

Is it easily transferable to a range of media?

Simple, straight-forward advertisements can gain attention

Next lecture Chapter 9: Learning and Memory

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