MKTG 371 PERCEPTION Lars Perner, Instructor 1 PERCEPTION Perception is subjective— approximation of reality More information is available than can

MKTG 371 PERCEPTION Lars Perner, Instructor 1

PERCEPTIONPERCEPTION

Perception is Perception is subjective—subjective—approximation of approximation of realityreality

More information is More information is available than can be available than can be processedprocessed

““Perceptual guards”Perceptual guards”


Alteration of Images for Optimal Alteration of Images for Optimal Perceived StimulusPerceived Stimulus

http://www.jasc.com/support/learn/tutorials/archive/paintshoppro/eyeenhancement.asp?pg=1

Photoshop manipulation enhancing eyes


Information Processing for Information Processing for Consumer Decision MakingConsumer Decision Making

EXPOSURERandom______________Deliberate

ATTENTIONLow involvement—High Involvement

INTERPRETATIONLow involvement—High Involvement

MEMORYShort term____________Long Term

PURCHASE /CONSUMPTIONDECISIONS

Text, p. 278

PE

RC

EP

TIO

N


Exposure, Attention, and Exposure, Attention, and PerceptionPerception

What is necessary to reach consumers?What is necessary to reach consumers?– Exposure (e.g., consumer must see your Exposure (e.g., consumer must see your

billboard)billboard)– Attention (e.g., consumer must look at ad Attention (e.g., consumer must look at ad

message)message)– Perception (e.g., consumer must “take in” Perception (e.g., consumer must “take in”

message)message)


The SensesThe Senses

VisionVision– Influence of colorsInfluence of colors– Priority of attentionPriority of attention

SmellSmell– Strong affective impact; associations in memoryStrong affective impact; associations in memory

HearingHearing– Priority of attentionPriority of attention– HabituationHabituation


More SensesMore Senses

TouchTouch– Affective impactAffective impact

TasteTaste– Acquired tastesAcquired tastes– Influence of smellInfluence of smell


DefinitionDefinitionExposureExposure: the process : the process

by which the consumer by which the consumer comes in physical comes in physical contact with a contact with a stimulus.stimulus.


Sensing ChangeSensing Change(Perceptual Thresholds)(Perceptual Thresholds)

““Downsizing” of Downsizing” of productsproducts

Reducing alcohol Reducing alcohol content of beveragescontent of beverages

Weber’s Law—larger Weber’s Law—larger change is needed in a change is needed in a strong stimulus before strong stimulus before it can be detectedit can be detected


Subliminal Perception: A Subliminal Perception: A Diabolical Marketing Tool?Diabolical Marketing Tool?

Subliminal messages Subliminal messages in ads are illegal in in ads are illegal in U.S.U.S.

Some research Some research support for modest support for modest effectseffects


How Do You Gain Exposure?How Do You Gain Exposure? Research target group Research target group

habitshabits ““Hidden” product Hidden” product

placementsplacements Computer screen Computer screen

saverssavers Point-of-purchase Point-of-purchase

displaysdisplays


Selective ExposureSelective Exposure How much attention are you How much attention are you

likely to give to the following likely to give to the following advertising encounters?advertising encounters?– radio ad while drivingradio ad while driving– ad in newspaper or magazinead in newspaper or magazine– freeway billboardfreeway billboard– direct mail appealdirect mail appeal


How Can We Increase How Can We Increase Consumers’ Exposure?Consumers’ Exposure?

““Roadblocking”--Roadblocking”--you you can run, but you can’t can run, but you can’t hide!hide!

RepetitionRepetition Wide presenceWide presence


Properties of AttentionProperties of Attention SelectiveSelective Capable of being Capable of being

divideddivided LimitedLimited


Some Determinants of Attention Some Determinants of Attention Given to StimuliGiven to Stimuli

Self-relevanceSelf-relevance Movement (animation)Movement (animation) PositionPosition Isolation Isolation FormatFormat PleasantnessPleasantness SurprisingnessSurprisingness ContrastContrast Information qualityInformation quality InterestingnessInterestingness Ease of processingEase of processing

3 7

9 6= 81


Color, Movement, and PositionColor, Movement, and Position

ColorColor– Brighter colors are likely Brighter colors are likely

to get more attentionto get more attention– Preference for colorPreference for color

MovementMovement– Attention to moving Attention to moving

object is evolutionarily object is evolutionarily adaptiveadaptive

PositionPosition– Placement relative to Placement relative to

the viewer’s visual fieldthe viewer’s visual field– Objects closer to center Objects closer to center

are more likely to be are more likely to be seenseen Eye level shelf space is Eye level shelf space is

preferredpreferred

– Right hand ads tend to Right hand ads tend to receive more attention receive more attention than those at leftthan those at left

– Gaze Motion TheoryGaze Motion Theory


Isolation and FormatIsolation and Format

IsolationIsolation– Fewer competing Fewer competing

stimulistimuli– Use of “white space”Use of “white space”

FormatFormat– The way a message is The way a message is

organizedorganized– Simpler layouts tend to Simpler layouts tend to

get more attention (less get more attention (less effort required)effort required)


Contrast/ExpectationsContrast/Expectations

More attention given to a stimulus which More attention given to a stimulus which does not “blend in” to the backgrounddoes not “blend in” to the background

Stimuli with unexpected content tend to Stimuli with unexpected content tend to receive more attention (prioritized as receive more attention (prioritized as potentially important information)potentially important information)

Adaptation Level Theory—stimuli will Adaptation Level Theory—stimuli will eventually be less unexpected based on eventually be less unexpected based on prior experienceprior experience


Interestingness and Info QuantityInterestingness and Info Quantity

InterestingnessInterestingness– Interest motivates Interest motivates

allocation of attentionallocation of attention– Intense competition for Intense competition for

interestinterest

Info QuantityInfo Quantity– Information overloadInformation overload

Difficult to cope with Difficult to cope with excessive informationexcessive information

– Better organized Better organized information is more information is more usefuluseful


Self-RelevanceSelf-Relevance Needs, values, and goalsNeeds, values, and goals Similarity of sourceSimilarity of source DramasDramas Rhetorical questionsRhetorical questions


Pleasantness of StimuliPleasantness of Stimuli Attractive visualsAttractive visuals MusicMusic HumorHumor


Surprisingness of StimuliSurprisingness of Stimuli NoveltyNovelty UnexpectednessUnexpectedness


Ease of ProcessingEase of Processing ProminenceProminence ConcretenessConcreteness ContrastContrast


InterpretationInterpretation

Meanings assigned to stimuliMeanings assigned to stimuli– Often highly culturally influenced based on Often highly culturally influenced based on

expectationsexpectations– Cognitive interpretation and categorizationCognitive interpretation and categorization

Categories as a way to simplify the worldCategories as a way to simplify the world– Social/linguistic categoriesSocial/linguistic categories– Ad hoc categoriesAd hoc categories

Prototypes and “perfect” examplarsPrototypes and “perfect” examplars– Superordinate (e.g., “furniture”), basic (e.g., “chair”), and Superordinate (e.g., “furniture”), basic (e.g., “chair”), and

subordinate (e.g., “office chair”).subordinate (e.g., “office chair”).


Perception and Marketing StrategyPerception and Marketing Strategy

RetailRetail– Allocation of retail shelf Allocation of retail shelf

spacespace High volume itemsHigh volume items Category allotmentCategory allotment

– Point-of-purchase Point-of-purchase displaysdisplays

Brand name/logo Brand name/logo developmentdevelopment– Brand associationsBrand associations– Visual imagesVisual images

Media strategyMedia strategy– Product category vs. Product category vs.

involvementinvolvement Advertisements and Advertisements and

Package DesignPackage Design– Use of humor—Use of humor—

attention to the humor attention to the humor vs. the productvs. the product


Advertising EvaluationAdvertising Evaluation

ExposureExposure– People metersPeople meters– Web site visits/”hits”Web site visits/”hits”– Click-through ratesClick-through rates

AttentionAttention– Day after recallDay after recall– ““Starch” scores based on Starch” scores based on

attention given to advertising attention given to advertising partsparts ““Noted”Noted” ““Seen-associated”Seen-associated” ““Read most”Read most”

InterpretationInterpretation– Focus groupsFocus groups– Projective researchProjective research

MemoryMemory– Brand awareness levelsBrand awareness levels


Ambush MarketingAmbush Marketing

Attempt to associate brand with a non-Attempt to associate brand with a non-owned entityowned entity– E.g., E.g.,

Advertising for the use of one brand of film at the Advertising for the use of one brand of film at the Olympics when another brand is the official sponsorOlympics when another brand is the official sponsor

Sponsoring a small part of the eventSponsoring a small part of the event Advertising during the eventAdvertising during the event

Documents

MKTG 371 PERCEPTION Lars Perner, Instructor 1 PERCEPTION Perception is subjective— approximation of reality More information is available than can