Preception presentation
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Preception presentation

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This was one of my projects for a Consumer Behaviour module at university, the presentation itself has some pretty impressive effect, and also three videos which unfortunately do no play here. If you ...

This was one of my projects for a Consumer Behaviour module at university, the presentation itself has some pretty impressive effect, and also three videos which unfortunately do no play here. If you interested in this presentation I am more than happy to send the actual version to anyone.

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Preception presentation Preception presentation Presentation Transcript

  • Consumer Behaviour: Perception Presented By: Rodrigue Eid
  • CONTENTS OF THE PRESENTATION• Perception process• Exposure / attention• Attention Grabbing• The Sensory Stimuli• The use of various methods to grab attention• Ethics• Conclusion
  • Perception Process The process whereby stimuli are received and interpreted by individuals & translated into a response (Engel et al, 1992) Perceptions are unique to each and every individual Perception Exposure Attention Interpretation Eyes Ears Nose Mouth Skin Sights Sounds Smells Tastes Textures Adapted from: Solomon (2011)
  • EXPOSURE / ATTENTION • UK consumers are exposed to at least 2000 messages a day but only notice 5% (Blythe, 2008) • Americans are exposed to 18 million unsolicited phone calls daily and receive 3000 coupons a year (Blythe, 2008) • Consumers in Italy and Spain are exposed to over 20,000 adverts per year (Blythe, 2008) Increase in advertising clutter There is no guarantee that the market will see or pay attention to messages Consumers scan the media and focus their attention on relevant messages [Initial attention] where as if something does not interest them they carry on scanning [persistent scanning] (Evans et al, 2006)
  • ATTENTION GRABBING Webbers Law• Marketing above the JND -K = i• Marketing below the JND I Below Above - When making negative changes - On purpose to create a stir and that they do not want people to reaction from audience realise e.g. product size, quality etc - Differentiate between brands - Increase exposure - Generate WOM • As consumers we are selective on what we pay attention to • Marketers also use other tactics to grab our attention. This relates to our Stimuli selection factors (such as size, colour, position, novelty)
  • The Sensory StimuliVision Touch Smell Sound TasteSensory characteristics of products or services help enhancecustomer attitudes, perceptions and satisfactionsSolomon (2011)
  • Sex Shock Packaging HumourNovelty & Celebrity contrast
  • The use of Humour in Advertising Source Creative Club 2011
  • The use of Shock in Advertising
  • The use of Music in Advertising
  • Is this Ethical?• Are adverts simply made because companies want to make more profit?• Do they actually care about the wellbeing of consumers?• Dr. Jerry Porrous & Dr. James Collins found that organisations that do well have good visionary standards with clear standards of right and wrong (Blackwell, 2008)• For and against arguments regarding ethics
  • Here are some more examples
  • In Conclusion• Ethics is dependent on us as consumers and how we perceive it in the advert• Organisations will however be in constant competition to create adverts that will stand out from the rest to keep us interested and talking about their products
  • Any Questions?
  • References:- Blythe J. (2008) Consumer Behaviour. London: Thomson Learning- Evans, M,. Foxall, G,. And Jamal, A,. (2006) Consumer Behaviour. West Sussex: John Witley & Sons- Blackwell, R,. Engel, J,. And Minard, P,. Consumer Behaviour. China: Thomson Learning- Solomon, M,. (2011) Consumer Behaviour. 9th ed. London: Prentice hall- Engel AK, Kõnig P, Kreiter AK, Schilin TB, and Singer W (1992) Temporal coding in the visual cortex; new vistas on itergration in the nervous system. Trends Neurosci 15:218-226- www.google.co.uk- www.creativeclub.co.uk- www.youtube.co.uk