Transcript Chapter 8 Perception

Chapter 8 Perception
• How consumers process information
• Different steps involved in information processing
• Factors that influence this process
• Implications of perception for retail, brand and
communication strategies
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
8–1
The Nature of Perception
• Exposure
• Attention
• Interpretation
• Memory
–
–
short-term
long-term
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
8–2
Information Processing for Consumer
Decision Making
Perception
Exposure
Deliberate
Random
Attention
Lowinvolvement
Lowinvolvement
Highinvolvement
Interpretation
Short-term
Active problem
solving
Memory
Highinvolvement
Long-term
Stored experiences,
values, decisions,
rules etc.
Purchase & consumption decisions
8–3
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
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
8–4
Attention Paid to Prime-Time TV Ads
8–5
8–5
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
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
8–6
Stimulus Factors
• Size and intensity
–
insertion frequency
• Colour and movement
• Position
• Isolation
• Format
• Contrast
–
adaptation level theory
• Compressed messages
• Information quantity—information overload
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
8–7
The Impact of Advertisement Size
8–8
8–8
Attention (cont.)
• Individual factors
–
–
Interest
Need
• Situational factors
–
Involvement (see following 2 slides)
• Non-focused attention
–
–
Hemispheric lateralisation
Subliminal stimuli
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
8–9
Involvement and Magazine Advertising
Effectiveness
8–10
8–10
Involvement in a Television Program and
Advertising Effectiveness
8–11
8–11
Determinants of Interpretation
8–12
8–12
Interpretation
• Cognitive interpretation
–
–
process of adding meaning
from existing knowledge


semantic meaning
psychological meaning
• Affective interpretation
–
processing and adding meaning by feeling
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
8–13
Encouraging Cognitive Interpretation
8–14
8–14
Interpretation (cont.)
• Individual characteristics
–
–
learning
expectations
• Situational characteristics
–
–
e.g. hunger,moods, temperature etc.
proximity
• Stimulus characteristics
–
semiotics
• Misinterpretation of marketing messages
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
8–15
Perception and Marketing Strategy
•
•
•
•
•
Retail strategy
Brand name and logo development
Media strategy
Advertisement and package design
Warning labels and package designs
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
8–16
Perception and Marketing Strategy
(cont.)
• Advertising evaluation; measures of:
–
Exposure

–
Attention

–
It must be attended to by the consumer
Interpretation

–
It must reach the consumer
It must be interpreted correctly
Memory

It must be stored and retrievable
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
8–17
Perception and Marketing Strategy
(cont.)
• Perceptions of marketing messages and ethics
–
Ethics of the ads

–
e.g. Heart tick can’t be used by all ‘healthy’ foods
Advertising aimed at children


Children can’t always distinguish between ads and programs
More research required
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
8–18
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
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
8–19
Media Strategy
• Random approach
–
to reach where the target market may be
• Selective approach
–
–
to reach where the target market is
focused media
• Advertisements
–
utilise stimulus characteristics
• Package design
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
8–20
Advertising Evaluation
• Exposure
–
physically reach target market
• Attention
–
attended to by the consumer
• Interpretation
–
properly interpreted
• Memory
–
stored, so it is retrieved under the proper circumstances
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
8–21
Next Lecture…
Chapter 9:
Learning and Memory
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
8–22