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Chapter 8Chapter 8PerceptionPerceptionChapter 8Chapter 8PerceptionPerception

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PerceptionPerceptionPerceptionPerception

Perception is the process by which an individual selects, organizes, and interprets the information he or she receives from the environment.

Perceptual defenses lead to: Selective exposure Selective Attention Selective Interpretation Selective Retention (Memory)

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Information Processing for Consumer Information Processing for Consumer Decision MakingDecision Making

Information Processing for Consumer Information Processing for Consumer Decision MakingDecision Making

© The McGraw-Hill Companies, Inc., 1998

ExposureRandom Deliberate

AttentionLow- High-

involvement involvement

InterpretationLow- High-

involvement involvement

Short-term Memory Long-term

Active problem Stored experiences, solving values, decisions,

rules, feelings

Purchase and consumption decisions

Pe

rce

pti

on

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Selective ExposureSelective ExposureSelective ExposureSelective Exposure

Most of the stimuli to which individuals are exposed are self-selected.

Non-exposure may be random or deliberate.Selective exposure includes:

Zipping Zapping Muting

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Selective AttentionSelective AttentionSelective AttentionSelective Attention

Selective attention occurs when a consumer does or does not notice a marketing stimulus.

Stimulus factors influencing attention: Size and intensity Color and movement Position and isolation Format Contrast Information quantity

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The Impact of Size on Advertising The Impact of Size on Advertising Readership*Readership*

The Impact of Size on Advertising The Impact of Size on Advertising Readership*Readership*

24

40

55

Fractionalads

1-page ads2-page ads

Mea

n no

ted

scor

es

One-page ads have almost twice the impact of fractional-page ads

Based on an analysis of 85,000 ads.

Source: Cahners Advertising Research Report 110.1B (Boston: Cahners Publishing, undated).

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Color and Size Impact on AttentionColor and Size Impact on AttentionColor and Size Impact on AttentionColor and Size Impact on Attention

100

117

145

179

0

20

40

60

80

100

120

140

160

180

1-page B&W 2-page B&W 1-page Color 2-page Color

*Readership of a 1-page black-and-white ad was set at 100.

*

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

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Individual factors influencing attention: Interest or need Ability to attend to information

Situational factors influencing attention: Environment itself Program involvement

Non-focused Attention Hemispheric lateralization Subliminal stimuli

Selective AttentionSelective AttentionSelective AttentionSelective Attention

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Involvement with a Magazine and Involvement with a Magazine and Advertising EffectivenessAdvertising Effectiveness

Involvement with a Magazine and Involvement with a Magazine and Advertising EffectivenessAdvertising Effectiveness

34%

21%

14%

38%

45%

31% 30%

51%52%

43%

32%

59%

0%

10%

20%

30%

40%

50%

60%

Recallreading ad

Rated adas

believable

Rated adas

effective

Boughtadvertised

productLow involvementMedium involvementHigh involvement

Source: Cahners Advertising Research Report 120.12 (Boston: Cahners Publishing Co.).

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Selective InterpretationSelective InterpretationSelective InterpretationSelective Interpretation

Interpretation is assigning meaning to stimuli.Cognitive interpretation is the process of assigning

meaning to stimuli based on existing categories. Semantic meaning Psychological meaning

Affective interpretation is the emotional response triggered by a stimulus.

Perceptual distortion occurs when a consumer assigns meaning that is congruent with his or her prior beliefs than it objectively is.

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Individual characteristics influencing interpretation: Learning processes Expectations

Situational characteristics influence interpretation.Stimulus characteristics influence interpretation.Semiotics is the study of how meaning is created,

maintained, and altered.Sensory discrimination is the ability of a person to

distinguish between similar stimuli - Weber’s Law.

Selective InterpretationSelective InterpretationSelective InterpretationSelective Interpretation

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Perception & Marketing StrategyPerception & Marketing StrategyPerception & Marketing StrategyPerception & Marketing Strategy

Retail Strategy

Brand Name & Logo Development

Media Strategy

Advertisement & Package Design

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Evaluation of AdvertisingEvaluation of AdvertisingEvaluation of AdvertisingEvaluation of Advertising

Measures of Exposure Circulation and pass-along readership People meters

Measures of Attention Physiological measures Recall and Recognition tests

Measures of Interpretation Focus group tests

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Carol reads the travel section of the newspaper every day. Dave, however, is not planning a trip so he skips the travel section. Dave has engaged in: selective exposure selective attention selective interpretation selective retention

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A number of years ago, M&M/Mars successfully reduced the size of its candy bars by keeping the size change small. This was in response to rising costs and the firm’s desire not to raise the price of the candy bars. This illustrates which perceptual concept: Zipping Zapping Hemispheric lateralization Weber’s law Semiotics