Consumer behavior and marketing strategy 12e hawkins motherbaugh chapter 08

Describe the nature of perception and its relationship to consumer memory and decisions Explain exposure, the types of exposure, and the resulting marketing implications Explain attenti

CHAPTER 08

Perception

Describe the nature of perception and its relationship

to consumer memory and decisions

Explain exposure, the types of exposure, and the

resulting marketing implications

Explain attention, the factors that affect it, and the

resulting marketing implications

Explain interpretation, the factors that affect it, and the

resulting marketing implications

Discuss how perception can enhance strategies for

retailing, branding, advertising, and packaging

Learning Objectives

Now THAT’S Heavy !

is perceived as suggesting “heavier” versus

“lighter”?

Consumer Behavior In The News…

Now THAT’S Heavy !

is perceived as suggesting “heavier” versus

“lighter”?

 Bottom-right – is correct…these are considered

“heavy” locations…

 Implication - when weight is positive (cookies = more

is better), putting a product picture in heavy package locations creates highest attitude.

Consumer Behavior In The News…

The Nature of Perception

1 Selective Exposure

• The highly selective nature of consumer exposure is a exposure

major concern for marketers, since failure to gain

exposure

exposure results in lost communication and sales

opportunities

• Although consumers often avoid commercials and other

marketing stimuli, sometimes they actively seek them out for various reasons including purchase goals,

entertainment, and information

Types of Exposure

Exposure

• Include stimuli in the environment other than the focal

stimulus and temporary characteristics of the individual that are induced by the environment

Attention

Color and Movement

Color and movement attract

attention

A brightly colored package

or display is more likely to

received attention

Color and movement are

also important in ads

Stimulus Factors: A Closer Look

Source: 1”How Important is Color to an Ad?” Starch Tested Copy February 1989,

p.1 Roper Starch Worldwide, Inc.

Attention

Color and Size Impact on

Position is the placement of an

object in physical space or

time

In retail stores, items that are

easy to find or stand out are

more likely to attract attention,

such as end-caps and kiosks

High impact zones in print ads

in the U.S tend to be toward

the top left portion of the ad

Stimulus Factors: A Closer Look

End-caps provide a way to capture the shopper’s attention

Attention

Contrast and Expectations

Consumers pay more attention to

stimuli that contrast with their

background

Expectations drive perceptions of

contrast Ads that differ from

expectations for a product category

often motivate more attention

Adaptation level theory

Adaptation level theory suggests

that if a stimulus doesn’t change

over time we habituate to it and

begin to notice it less

Stimulus Factors: A Closer Look

This billboard ad provides contrast for enhanced attention.

Attention

 Motivation

Individual Factors Attention

 Clutter

Situational Factors

Attention

attention (see graph).

Situational Factors: A Closer Look

Source: 1 ”Cahners Advertising Research Report 120.1 and 120.12 (Boston: Cahners Publishing, undated).

Attention

 Hemispheric lateralization

Nonfocused Attention

Attention

Hemispheric Lateralization

Hemispheric Lateralization refers to activities that take place on

each side of the brain

images and impressions.

Attention

Subliminal Stimuli

A message presented so fast, softly or masked by other messages

that one is not aware of seeing or hearing it is call a subliminal

stimulus

stimulus.

A subliminal ad “hides” key persuasive information within the ad by

making it so weak that it is difficult or impossible for someone to

Three aspects of interpretation

Three aspects of interpretation:

1 It is generally a relative process rather than absolute,

referred to as perceptual relativity perceptual relativity

2 It tends to be subjective and open to a host of psychological

biases

3 It can be a cognitive “thinking” process or an affective

“emotional” process

Interpretation

• Cognitive interpretation is a process whereby stimuli Cognitive interpretation

are placed into existing categories of meaning.

• Affective interpretation is the emotional or feeling Affective interpretation

response triggered by a stimulus such as an ad.

Interpretation

Jack Link’s Uses Affective Interpretation

Interpretation is determined by three Characteristics

Interpretation is determined by three Characteristics :

Interpretation

Individual Characteristics

Interpretation

Learning and Knowledge

The meanings attached to

such “natural” things as time,

space, relationships, and

colors are learned and vary

widely across cultures

Consumers also learn about

marketer-created stimuli like

brands and promotions

through their experiences

with them

Individual Characteristics

Color is used in the Wrigley’s ad

to mean “icy and cool.”

Interpretation

Interpretations tend to be consistent

with expectations, an effect referred

to as the expectation bias.

Consumers often evaluate the

performance of a well-known brand

as higher than that of an identical

product with an unknown brand

 The situation provides a context within which the focal

stimulus is interpreted.

 The contextual cues present in the situation play a contextual cues

role in consumer interpretation independent of the

actual stimulus.

Situational Characteristics

Interpretation

 Quality Signals

Consumer Inferences Interpretation

 Package Design and Labeling

Perception and Marketing Strategy

The following Video Clip demonstrates

how UPS considered the use of color,

along with creating a new logo design,

to better define what UPS does!

Video Application