Transcript PERCEPTION - Lars Perner

PERCEPTION
 Perception is
subjective—
approximation of
reality
 More information is
available than can be
processed
 “Perceptual guards”
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PERCEPTION
Lars Perner, Instructor
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Alteration of Images for Optimal
Perceived Stimulus
Photoshop
manipulation
enhancing
eyes
http://www.jasc.com/support/learn/tutorials/archive/paintshoppro/eyeenhancement.asp?pg=1
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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
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PURCHASE /CONSUMPTION
DECISIONS
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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)
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The Senses
 Vision
– Influence of colors
– Priority of attention
 Smell
– Strong affective impact; associations in memory
 Hearing
– Priority of attention
– Habituation
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More Senses
 Touch
– Affective impact
 Taste
– Acquired tastes
– Influence of smell
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Definition
Exposure: the process
by which the consumer
comes in physical
contact with a
stimulus.
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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
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Subliminal Perception: A
Diabolical Marketing Tool?
 Subliminal messages
in ads are illegal in
U.S.
 Some research
support for modest
effects
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How Do You Gain Exposure?
 Research target group
habits
 “Hidden” product
placements
 Computer screen
savers
 Point-of-purchase
displays
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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
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How Can We Increase
Consumers’ Exposure?
 “Roadblocking”--you
can run, but you can’t
hide!
 Repetition
 Wide presence
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Properties of Attention
 Selective
 Capable of being
divided
 Limited
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Some Determinants of Attention
Given to Stimuli
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Self-relevance
Movement (animation)
Position
Isolation
Format
Pleasantness
Surprisingness
Contrast
Information quality
Interestingness
Ease of processing
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PERCEPTION
3 7
9 6
= 81
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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
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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
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Isolation and Format
 Isolation
 Format
– Fewer competing
stimuli
– Use of “white space”
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PERCEPTION
– The way a message is
organized
– Simpler layouts tend to
get more attention (less
effort required)
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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
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Interestingness and Info Quantity
 Interestingness
 Info Quantity
– Interest motivates
allocation of attention
– Intense competition for
interest
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PERCEPTION
– Information overload
 Difficult to cope with
excessive information
– Better organized
information is more
useful
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Self-Relevance
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Needs, values, and goals
Similarity of source
Dramas
Rhetorical questions
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Pleasantness of Stimuli
 Attractive visuals
 Music
 Humor
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Surprisingness of Stimuli
 Novelty
 Unexpectedness
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Ease of Processing
 Prominence
 Concreteness
 Contrast
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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”).
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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
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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”
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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
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