Lecture Consumer behaviour: Chapter 8 - Cathy Neal, Pascale Quester, Del Hawkins

Perception is the critical activity that links the individual consumer to group, situation and marketer influences. Thus, it is vital to understand how consumers process information, and the steps and factors involved. In this topic we will cover the following aspects: How consumers process information; different steps involved in information processing, factors that influence this process; implications of perception for retail, brand and communication strategies.

PPTs t/a Consumer Behaviour 4e by Neal, Quester, 

Hawkins

• How consumers process information

• Different steps involved in information processing

• Factors that influence this process

• Implications of perception for retail, brand and

communication strategies

8–1

Low- involvement

High-Interpretation

involvement

Low- involvement

High-Memory

term Long-termActive

Short-problem solving

Stored experiences, values, decisions, rules etc.

Perception

• Deliberate exposure to stimuli

– consumers seek information that will help achieve certain goals

 immediate

 long-range

• Random exposure to stimuli

8–4

Attention Paid to Prime-Time TV Ads

8–5

PPTs t/a Consumer Behaviour 4e by Neal, Quester, 

Hawkins

Attention

• Occurs when stimulus activates one or more

sensory receptor nerves and the resulting

sensations go to the brain for processing

The Impact of Advertisement Size

8–8

Involvement and Magazine Advertising

Effectiveness

8–10

Involvement in a Television Program and Advertising Effectiveness

8–11

Determinants of Interpretation

8–12

– process of adding meaning

– from existing knowledge

Encouraging Cognitive Interpretation

8–14

• Advertisement and package design

• Warning labels and package designs

8–16

• 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

8–18

– 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

8–19