Perception in consumer behavior

1. PERCEPTION
CONSUMER BEHAVIOR: BUILDING MARKETING STRATEGY,
by Motherbaugh & Hawkins 13th EDITION
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2. McGraw-Hill Education 2016
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Chapter Questions
• 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 the interpretation, the factors that affect
it, and the resulting marketing implications.
• Discuss how perception can enhance strategies
for retailing, branding, advertising, and
packaging.

3. Perception
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• Perception is a process that begins with
consumer exposure and attention to
marketing stimuli and ends with
consumer interpretation. As the opening
examples suggest, exposure and
attention are highly selective.

4. The Nature of Perception
• Information processing is a series of
activities by which stimuli are
perceived, transformed into information,
and stored. The next slides illustrate a
useful information-processing model
having four major steps or stages:
exposure, attention, interpretation, and
memory.
• The first three of these constitute
perception.
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5. Information Processing for
Consumer Decision Making
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6. Perceptual defenses,
• individuals are not passive recipients of
marketing messages. Rather,
consumers largely determine the
messages they will encounter and
notice and the meaning they will assign
them.
• Clearly, the marketing manager faces a
challenging task when communicating
with consumers
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7. EXPOSURE
• Exposure occurs when a stimulus is
placed within a person’s relevant
environment and comes within range of
his or her sensory receptor nerves.
Exposure provides consumers with the
opportunity to pay attention to available
information but in no way guarantees it.
• Is it a random process, or is it
purposeful?
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8. Selective Exposure
• The highly selective nature of
consumer exposure is a major concern
for marketers because failure to gain
exposure results in lost communication
and sales opportunities.
• For example, consumers are highly
selective in the way they shop once
they enter a store.
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9. Selective Exposure Con’d
• Zipping occurs when one fast-forwards
through a commercial on a prerecorded
program.
• Zapping involves switching channels
when a commercial appears.
• Muting is turning the sound off during
commercial breaks.
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10. Product Placement
• in response to ad avoidance, marketers
increasingly seek to gain exposure by
placing their brands within
entertainment media, such as in movies
and television programs, in exchange
for payment or promotional or other
consideration.
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13. Voluntary Exposure
• Perhaps more impressive is the
positive response consumers have to
infomercials —program-length
television commercials with a toll-free
number and/or web address through
which to order or request additional
information.
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14. Permission-based marketing
• The voluntary and self-selected nature
of such online offerings, where
consumers “opt in” to receive e-mail-
based promotions, is often referred to
as Permission Marketing
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15. ATTENTION
• Attention occurs when the stimulus
activates one or more sensory receptor
nerves, and the resulting sensations go
to the brain for processing.
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17. Stimulus Factors
• Stimulus factors are physical characteristics
of the stimulus itself. Stimulus characteristics
such as ad size and color are under the
marketer’s control and can attract attention
independent of individual or situational
characteristics. The attention garnered by
stimulus factors tends to be relatively
automatic. So even if you think you are not
interested in a car (individual characteristic),
a large and colorful car ad (stimulus
characteristics) may be hard to ignore.
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18. Size
• Size Larger stimuli are more likely to be
noticed than smaller ones. This is
certainly the case on store shelves
where shelf space is at a premium and
more shelf space can translate into
greater attention and sales
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