PERCEPTION Perception is subjective approximation of reality More
PERCEPTION § Perception is subjective— approximation of reality § More information is available than can be processed § “Perceptual guards” MKTG 371 PERCEPTION Lars Perner, Instructor 1
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 2
Information Processing for Consumer Decision Making EXPOSURE PERCEPTION Random_______Deliberate ATTENTION Low involvement—High Involvement INTERPRETATION Text, p. 278 Low involvement—High Involvement MEMORY Short term______Long Term MKTG 371 PURCHASE /CONSUMPTION DECISIONS PERCEPTION Lars Perner, Instructor 3
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 4
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 5
More Senses § Touch – Affective impact § Taste – Acquired tastes – Influence of smell MKTG 371 PERCEPTION Lars Perner, Instructor 6
Definition Exposure: the process by which the consumer comes in physical contact with a stimulus. MKTG 371 PERCEPTION Lars Perner, Instructor 7
Sensing Change (Perceptual Thresholds) § “Downsizing” of products § Reducing alcohol content of beverages § Weber’s Law—larger change is needed in a strong stimulus before it can be detected MKTG 371 PERCEPTION Lars Perner, Instructor 8
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 9
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 can’t 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 13
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 PERCEPTION 3 7 9 6 = 81 Lars Perner, Instructor 14
Color, Movement, and Position § Color § Position – Brighter colors are likely to get more attention – Preference for color § Movement – Attention to moving object is evolutionarily adaptive MKTG 371 PERCEPTION – Placement relative to the viewer’s visual field – Objects closer to center are more likely to be seen § Eye level shelf space is preferred – Right hand ads tend to receive more attention than those at left – Gaze Motion Theory Lars Perner, Instructor 15
Isolation and Format § Isolation § Format – Fewer competing stimuli – Use of “white space” MKTG 371 PERCEPTION – The way a message is organized – Simpler layouts tend to get more attention (less effort required) 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 Theory—stimuli will eventually be less unexpected based on prior experience MKTG 371 PERCEPTION Lars Perner, Instructor 17
Interestingness and Info Quantity § Interestingness § Info Quantity – Interest motivates allocation of attention – Intense competition for interest MKTG 371 PERCEPTION – Information overload § Difficult to cope with excessive information – Better organized information is more useful 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 § Media strategy – Allocation of retail shelf space § High volume items § Category allotment – Point-of-purchase displays – Product category vs. involvement § 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 24
Advertising Evaluation § Exposure § Interpretation – People meters – Web site visits/”hits” – Click-through rates – Focus groups – Projective research § Memory § Attention – Brand awareness levels – Day after recall – “Starch” scores based on attention given to advertising parts § “Noted” § “Seen-associated” § “Read most” MKTG 371 PERCEPTION Lars Perner, Instructor 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 26
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