Consumer Behaviour - Chapter 8

1. CHAPTER 08
Perception
Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
McGraw-Hill/Irwin

2. 8-2
PART III: INTERNAL INFLUENCES

3. L01
L02
L03
L05
L04
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
8-3

4. Now THAT’S Heavy!
 Can you guess which part of a product package
is perceived as suggesting “heavier” versus
“lighter”?
 First – Bottom versus Top?
 Second – Left versus Right?
Source: X. Deng and B. Kahn, “Is Your Product on the Right Side?” Journal of Marketing Research, December 2009, 725-738.
Consumer Behavior In The News…
8-4

5. Now THAT’S Heavy!
 Can you guess which part of a product package
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.
Source: X. Deng and B. Kahn, “Is Your Product on the Right Side?” Journal of Marketing Research, December 2009, 725-738.
Consumer Behavior In The News…
8-5

6. 8-6
The Nature of Perception

7. 1. Selective Exposure
• The highly selective nature of consumer exposure is a
major concern for marketers, since failure to gain
exposure results in lost communication and sales
opportunities.
2. Voluntary Exposure
• 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
8-7
Exposure

8.  DVRs in 40% of U.S. Households
 DVR may increase ad avoidance although evidence
is mixed
 Strategies to adapt in a DVR world
 Ad compression
 Still-frame ads
 Hybrid ads
 Interactive ads
 Dynamic ad placement
Selective Exposure and DVRs
8-8
Exposure

9. Attention is determined by three factors:
1. Stimulus Factors
• Are physical characteristics of the stimulus itself
2. Individual Factors
• Are characteristics which distinguish one individual from
another
3. Situational Factors
• Include stimuli in the environment other than the focal
stimulus and temporary characteristics of the individual
that are induced by the environment
8-9
Attention

10.  Size
 Intensity
 Attractive Visuals
 Color and Movement
 Position
 Isolation
 Format
 Contrast and Expectations
 Interestingness
 Information Quantity
Stimulus Factors
8-10
Attention

11. 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.
8-11
Attention
Color and Size Impact on
Attention1

12. Position
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
8-12
Attention

13. 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 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.
8-13
Attention

14.  Motivation
 Ability
Individual Factors
8-14
Attention

15.  Clutter
 Program Involvement
Situational Factors
8-15
Attention

16. Program Involvement
Program involvement
refers to interest in the
program or editorial
content surrounding the
ads.
Program involvement has
a positive influence on
attention (see graph).
Situational Factors: A Closer Look
Source: 1”Cahners Advertising Research Report 120.1 and 120.12 (Boston: Cahners Publishing, undated).
8-16
Attention

17.  Hemispheric lateralization
 Subliminal Stimuli
Nonfocused Attention
8-17
Attention

18. Hemispheric Lateralization refers to activities that take place on
each side of the brain.
Nonfocused Attention
The left side of the
brain controls
activities related to
rational thought.
The right side
of the brain
deals with
images and
impressions.
8-18
Attention

19. 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.
A subliminal ad “hides” key persuasive information within the ad by
making it so weak that it is difficult or impossible for someone to
physically detect.
Subliminal advertising has been the focus of intense study and
public concern.
Nonfocused Attention
8-19
Attention

20. Three aspects of interpretation:
1. It is generally a relative process rather than absolute,
referred to as 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.
8-20
Interpretation

21. • Cognitive interpretation is a process whereby stimuli
are placed into existing categories of meaning.
• Affective interpretation is the emotional or feeling
response triggered by a stimulus such as an ad.
8-21
Interpretation
YouTube Spotlight
Jack Link’s Uses Affective Interpretation

22. Interpretation is determined by three Characteristics :
1. Individual Characteristics
2. Situational Characteristics
3. Stimulus Characteristics
8-22
Interpretation

23.  Traits
 Learning and Knowledge
 Expectations
Individual Characteristics
8-23
Interpretation

24. Individual Characteristics
Traits
Physiological and psychological
traits drive our needs and
desires. These traits influence
how a stimulus is interpreted.
Physiologically
Consumers differ in their
sensitivity to stimuli, e.g., taste.
Psychologically
Consumers have natural
cognitive, emotional, and
behavioral predispositions, e.g.,
affect intensity.
8-24
Interpretation

25. 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.”
8-25
Interpretation

26. Expectations
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
name.
Individual Characteristics
Brands create expectations and
can thus bias perceptions.
8-26
Interpretation

27.  The situation provides a context within which the focal
stimulus is interpreted.
 The contextual cues present in the situation play a
role in consumer interpretation independent of the
actual stimulus.
Situational Characteristics
8-27
Interpretation

28.  Traits
 Organization
 Proximity
 Closure
 Figure-Ground
 Changes
 Sensory Discrimination
 JND
Stimulus Characteristics
8-28
Interpretation

29. Traits
Stimulus Characteristics: A Closer Look
©Christopher Kerrigan
This McDonald’s
billboard is designed
like a clock and is
“interpreted” as telling
consumers when it is
“time” for various
McDonald’s products.
8-29
Applications in Consumer Behavior

30.  Quality Signals
 Interpreting Images
 Missing Information and Ethical Concerns
Consumer Inferences
8-30
Interpretation

31.  Retail Strategy
 Brand Name and Logo Development
• Linguistic Consideration
• Branding Strategies
• Logo Design and Typographics
 Media Strategy
 Advertisements
 Package Design and Labeling
8-31
Perception and Marketing Strategy

32. 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!
8-32
Video Application

33. 8-33
8-33