PERCEPTION

Perception is subjective approximation of reality More information is available than can be processed Perceptual guards

MKTG 371

PERCEPTION

Lars Perner, Instructor

Alteration of Images for Optimal Perceived Stimulus

Photoshop manipulation enhancing eyes

http://www.jasc.com/support/learn/tutorials/archive/paintshoppro/eyeenhancement.asp?pg=1

MKTG 371

PERCEPTION

Lars Perner, Instructor

Information Processing for Consumer Decision Making

EXPOSURE
Random______________Deliberate

MKTG 371

PERCEPTION

ATTENTION
Low involvementHigh Involvement

INTERPRETATION
Low involvementHigh Involvement

Text, p. 278

MEMORY
Short term____________Long Term

PURCHASE /CONSUMPTION DECISIONS

PERCEPTION

Lars Perner, Instructor

Exposure, Attention, and Perception

What is necessary to reach consumers?
Exposure (e.g., consumer must see your billboard) Attention (e.g., consumer must look at ad message) Perception (e.g., consumer must take in message)

MKTG 371

PERCEPTION

Lars Perner, Instructor

The Senses
Vision
Influence of colors Priority of attention

Smell
Strong affective impact; associations in memory

Hearing
Priority of attention Habituation
MKTG 371

PERCEPTION

Lars Perner, Instructor

More Senses
Touch
Affective impact

Taste
Acquired tastes Influence of smell

MKTG 371

PERCEPTION

Lars Perner, Instructor

Definition
Exposure: the process by which the consumer comes in physical contact with a stimulus.

MKTG 371

PERCEPTION

Lars Perner, Instructor

Sensing Change (Perceptual Thresholds)

Downsizing of products Reducing alcohol content of beverages Webers Lawlarger change is needed in a strong stimulus before it can be detected

MKTG 371

PERCEPTION

Lars Perner, Instructor

Subliminal Perception: A Diabolical Marketing Tool?

Subliminal messages in ads are illegal in U.S. Some research support for modest effects

MKTG 371

PERCEPTION

Lars Perner, Instructor

How Do You Gain Exposure?

Research target group habits Hidden product placements Computer screen savers Point-of-purchase displays

MKTG 371

PERCEPTION

Lars Perner, Instructor

10

Selective Exposure
How much attention are you likely to give to the following advertising encounters?
radio ad while driving ad in newspaper or magazine freeway billboard direct mail appeal

MKTG 371

PERCEPTION

Lars Perner, Instructor

11

How Can We Increase Consumers Exposure?

Roadblocking--you can run, but you cant hide! Repetition Wide presence

MKTG 371

PERCEPTION

Lars Perner, Instructor

12

Properties of Attention
Selective Capable of being divided Limited

MKTG 371

PERCEPTION

Lars Perner, Instructor

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Some Determinants of Attention Given to Stimuli

Self-relevance Movement (animation) Position Isolation Format Pleasantness Surprisingness Contrast Information quality Interestingness Ease of processing
MKTG 371

3 7

9 6

= 81

PERCEPTION

Lars Perner, Instructor

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Color, Movement, and Position

Color
Brighter colors are likely to get more attention Preference for color

Position
Placement relative to the viewers visual field Objects closer to center are more likely to be seen
Eye level shelf space is preferred

Movement
Attention to moving object is evolutionarily adaptive

Right hand ads tend to receive more attention than those at left Gaze Motion Theory
Lars Perner, Instructor

MKTG 371

PERCEPTION

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Isolation and Format

Isolation
Fewer competing stimuli Use of white space

Format
The way a message is organized Simpler layouts tend to get more attention (less effort required)

MKTG 371

PERCEPTION

Lars Perner, Instructor

16

Contrast/Expectations
More attention given to a stimulus which does not blend in to the background Stimuli with unexpected content tend to receive more attention (prioritized as potentially important information) Adaptation Level Theorystimuli will eventually be less unexpected based on prior experience
MKTG 371

PERCEPTION

Lars Perner, Instructor

17

Interestingness and Info Quantity

Interestingness
Interest motivates allocation of attention Intense competition for interest

Info Quantity
Information overload
Difficult to cope with excessive information

Better organized information is more useful

MKTG 371

PERCEPTION

Lars Perner, Instructor

18

Self-Relevance
Needs, values, and goals Similarity of source Dramas Rhetorical questions

MKTG 371

PERCEPTION

Lars Perner, Instructor

19

Pleasantness of Stimuli
Attractive visuals Music Humor

MKTG 371

PERCEPTION

Lars Perner, Instructor

20

Surprisingness of Stimuli
Novelty Unexpectedness

MKTG 371

PERCEPTION

Lars Perner, Instructor

21

Ease of Processing
Prominence Concreteness Contrast

MKTG 371

PERCEPTION

Lars Perner, Instructor

22

Interpretation
Meanings assigned to stimuli
Often highly culturally influenced based on expectations Cognitive interpretation and categorization
Categories as a way to simplify the world
Social/linguistic categories Ad hoc categories

Prototypes and perfect examplars

Superordinate (e.g., furniture), basic (e.g., chair), and subordinate (e.g., office chair).
MKTG 371

PERCEPTION

Lars Perner, Instructor

23

Perception and Marketing Strategy

Retail
Allocation of retail shelf space
High volume items Category allotment

Media strategy
Product category vs. involvement

Point-of-purchase displays

Advertisements and Package Design

Use of humor attention to the humor vs. the product

Brand name/logo development

Brand associations Visual images
MKTG 371

PERCEPTION

Lars Perner, Instructor

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Advertising Evaluation
Exposure
People meters Web site visits/hits Click-through rates

Interpretation
Focus groups Projective research

Memory
Brand awareness levels

Attention
Day after recall Starch scores based on attention given to advertising parts
Noted Seen-associated Read most
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PERCEPTION

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25

Ambush Marketing
Attempt to associate brand with a nonowned entity
E.g.,
Advertising for the use of one brand of film at the Olympics when another brand is the official sponsor Sponsoring a small part of the event Advertising during the event

MKTG 371

PERCEPTION

Lars Perner, Instructor

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